Good news for armchair brand strategists: Porsche’s race to the bottom (of the price range) has been cancelled. There will be no entry-level roadster below the Boxster, Porsche CEO Wolfgang Müller told the Stuttgarter Zeitung today. It’s not that there won’t be lots of new customers for the bargain-Porsche. Current customers don’t want their brand to be devalued and debased, Müller says.
“The brand is the main reason to buy a Porsche. That’s why we need to see to it that the brand remains what it is, a desirable premium. If we would offer a car positioned below the Boxster, we would be talking to a completely new target group. If that would lose us the current Porsche customers, then we wouldn’t do our brand a big favor.”
Müller thinks a car positioned between the 911 and the 918 is worth considering, but it is currently not in his plans. Neither is a small Panamera.
Come to think of it, Müller had said something like that many months ago. Apparently, it is worth repeating.
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