Porsche Cayenne - 11733 Words

rP os t 9-511-068 REV: MARCH 29, 2011 JOHN DEIGHTON JILL AVERY JEFFREY FEAR op yo Porsche: The Cayenne Launch In March 2003 the Porsche brand faced a challenge without precedent in 55 years. Since the e launch of the Porsche 356 in 1948, the brand had stood for expensive, high-performance sports cars. Its designs, varying little over the decades, formed and then came to reflect the notion of a classic n sports car. It was a connoisseur’s racing vehicle, engineered for speed and maneuverability. But it was also a rebel’s car; the car James Dean died in and that Tom Cruise ditched in the motion picture Risky Business. Always and everywhere, Porsches were sports cars. tC 2003 marked the end of this†¦show more content†¦op yo In 1953, Porsche produced its first racing car, the 550. In 1964 came the iconic 911, also a racing car. Designed by Ferry’s eldest son, the rear-engine vehicle became a twentieth-century design landmark. In the 1970s, Porsche and Volkswagen collaborated on launching the 914. In 1972, Porsche became a joint stock company (Porsche AG) with the Porsche and Pià «ch families on the board. Porsche AG was nearly derailed by the U.S. stock market crash in 1987. Sales volume collapsed from a peak of 50,000 cars in 1986 to 14,000 in 1993.2 At the time Ferry Porsche commented: â€Å"I certainly have not given away my family name to sell off and cash out the company to the highest offer. This philosophy might hold true for Americans, but not for us.†3 tC In 1991, Porsche launched the first of several cars at price points lower than traditionally associated with the Porsche brand. The 911 RS America was a no-frills version of the long-running rear-engine 911 model; priced at $54,000, it ran about $10,000 under traditional Porsche prices. This was followed by the entry-level 968 at about $40,000, close to the $37,000 Nissan 300ZX Turbo or the $33,000 Mazda RX-7.4 Design and production changes continued in 1992 with the introduction of a revamped, water-cooled 911, the 996. The decision to break with the past and replace theShow MoreRelatedPorsche Cayenne Case Study Essay1669 Words   |  7 PagesPorsche: The Cayenne Launch – During the more then 60 years that Porsche has been producing automobiles they have implemented a variety of design changes and launched many new models -- some drastic, others small. These changes have all been based on the brand’s firm ideals of high performance, fine craftsmanship and a high level of engineering, With the launch of the Cayenne SUV, Porsche experienced an immense challenge in connecting its brand image and identity with the new offering, whileRead MoreBacklash Against The Launch Of The Porche Cayenne1679 Words   |  7 PagesLAUNCH OF THE PORCHE CAYENNE Porsche Core Customers The introduction of the Porsche Cayenne had angered the current Porsche owners. These current owners are worried that the Porsche Cayenne would mark the end of the Porsche that they once knew. To Porsche owners, the concept of an SUV is too different from the other cars in the Porsche family. They want Porsche to retain its performance sports car heritage through designing only sport car models that are fitted to the Porsche brand image. FurthermoreRead MoreEstudio de Caso: El Lanzamiento de Porsche Cayenne4371 Words   |  18 Pages[pic] Estudio de caso: El lanzamiento de Porsche Cayenne à ndice Introduccià ³n Antecedentes La gestià ³n de Wendelin Wiedeking (hasta 1998) Lanzamiento de nuevos modelos El mercado de los SUV’s La diversificacià ³n en la actividad empresarial Diversificacià ³n en diferentes industrias (ejemplos) Tendencias en la industria automotriz Las tendencias en la à ©poca del caso Implicaciones para Porsche de entrar al mercado de los SUV’s Read MoreCayen Porsche1257 Words   |  6 PagesPorsche had always been one of the most successful and influential brands in the world. The Carrera 911 is the dream car of many ambitious men. Before Cayenne launch, there is only one lower price Porsche Boxster had been added as a new product line to the brand in 1996 . Throughout the years, Porsche had successfully built up a strong high-end sports car identity. The Cayenne news was shocking for consumers, as they could never imagine such a product. In this paper, I am going to identify problemsRead MorePorsche Case Study643 Words   |  3 PagesOcampo Chapter 5 Porsche Case Study: Guarding the Old While Bringing the New 1. Analyze the buyer Decision process of a traditional Porsche customer. a. Traditionally Porsche has developed a low volume and increasingly fragmented auto market. The availability of these high end models created an image of exclusivity. And this image is very important to the Porsche customer and they want their car to represent how successful they are. For the traditional Porsche customer the 1stRead MorePorsche And The Sport Car Industry Essay1646 Words   |  7 PagesThe situation Porsche was founded in 1931 by Fernand Porsche with his son and son in law (Anton Piech the father of VW chairman Ferdinand Piech). Porsch started as a firm that sold design and engineering services to other carmakers. Porsche produces VW beetle in 1934 and the first branded sports car (the Porsche 356 series) in 1948 after ww2. In 2007 was the world’s most profitibale automaker on a per unit basis with a production of just 100,000 automobiles annually with an average revenue ofRead MorePorsche Case Study Analyze3133 Words   |  13 PagesMANAGEMENT Porsche case Introduction Creating a brand is one of key things that each company should create and fight for. Creating brand and strong personality is a piece of the chain that one company can’t live without. This is a case where we are going to research and discuss the brand image and maintenance of the brand of Porsche Company. Porsche has wellRead MorePorsche - Strategic management case5409 Words   |  22 Pages................................................................................................ 9 Boxster/Cayman ............................................................................................................................... 9 Cayenne .......................................................................................................................................... 11 Panamera ..............................................................................................Read MoreHowever, There Is One Issue Regarding To The Downsized1169 Words   |  5 Pagesdownsize their engine is Porsche from the Stuttgart, Germany to prove, smaller engines are actually can be more powerful and efficient than their bigger variants. Porsche is a car manufacturer from the Stuttgart, Germany that founded in 1931. They are specialized on the racecars when they are first started to business. Through the years they are starting to produce road cars and get to known by a lot of people because of their successful racing history. In today’s world Porsche is known by their famousRead MoreAutomotive Industry and Porsche Production Line1641 Words   |  7 PagesShona L. Thomas- Porsche Case Study 1.) General Environment Factors for Porsche: A.) Demographic segment for Porsche is Age and Income distribution. Porsche target age is group is consumers is male over the age of 40 in addition to an average income of 180k a year. That has a positive effect on this segment because they have defined their niche audience that best responds to their line of cars. B.) Political and Legal segment directly affects the future production of Porsche vehicles with regulatory