PORSCHE: Guarding the Old

While Bringing in the New

LIZ-ANN ♦ OLIVIA ♦ SHURLON ♦ VICTORIA ♦ SHIVAM

SHURLON GLOUDON

Introduction• Porsche Company is well known in the auto world

: produces a quality, luxury vehicle that reflects each of its customer’s characteristics and personas

• The company focused on quality, rather than quantity.

• Between the 1950’s and 1960’s, Porsche had already become famous for a certain design, closely resembling the Volkswagen beetle.

Summary• Eventually went from being round-shaped, to having an

engine containing air-cooled four and six cylinder motors in the rear of the car in the popular 356 and 911 models

• This often gave the edgy, dangerous look and early Porsche owners gravitated towards and developed the edgy attitude.

– The brand remained exclusive to the few risk-takers, who preferred to keep it that way. Porsche was seen as highly luxurious and sporty, only the few financially able could afford it

– Traditional Porsche owners bought the car because it mirrored their lifestyle and life choices.

LIZ-ANN AGUILLERA

Buyer Decision

1

•Need recognition

2

•Evaluation of alternatives

3

•Information search

4

•Purchase decision

5

•Post purchase behaviour

Buyer Decision

• Its customers Cultural and Economic environment contributes to their buying decision.

• Their roles, status in life, lifestyle, motivation, beliefs and attitudes all contribute to what they see as their own personal demeanor of success.

SHIVAM MAHARAJ

Traditional Porsche vs Cayenne and Panamera

Both traditional Porsche owners, and new model Porsche owners preferred luxury, speed and the rear engine style of the Porsche.

Cayenne & Panamera: rear engine, seatbelts for five passengers

,

Comparison and Contrast

• Contrast- Cayenne and Panamera owners had the option of comfort, and other preferred, traditional qualities of the Porsche, such as luxury and speed.

• Traditional Porsche customer would base their decision on originality, size and speed

• • Cayenne and Panamera customers choose comfort and

efficiency.•  

» Advantage» Overall, Porsche owners could collectively have their car,

and drive it in style and comfort too.

VICTORIA WALCOTT

Lower Priced Models

• Several factors influenced and explained why Porsche sold so many lower priced models in the 1970’s and 1980’s.

• The culture of the customers has a big part to play.

»Customers were already socialized and taught to believe; by owning a Porsche, there came not only certain benefits, but that they would also be respected and treated differently.

Lower Priced Models

1980’s.• Word of mouth aided the popularity of the

brand and its exclusivity • Personal factors such as economic, personal

and self-concept also influenced buyers to get the car.

• The belief system and attitude of customers; also a major contributor to the success of the brand in the 1970’s and

OLIVIA BLAKE

Attitudes and change

• Motivation• Perception• Learning • Beliefs and attitudes