At some point, you have to question whether desires to increase volume are put into conflict with core brand values. What does your brand stand for? In this case, it is about what makes a Porsche a Porsche. The lineup has expanded most recently with the Panamera, and the future holds yet another crossover, the entry-level Macan.
In the midst of all of this are reports that the lineup will be expanded even further. We’ve heard everything from a Mercedes-Benz E-Class-sized sedan to a small roadster.
The small roadster is a persistent rumor that has added credence given the possibility of the Volkswagen BlueSport Concept getting a green light. New models are a key component of Porsche’s goal of 200,000 units by 2018.
Last year, about 117,000 cars ere sold globally, up 18 percent from 2010. Automotive News reports that the strategy will not, however, include a model priced below the Boxster. We’ve heard musings about a new small roadster from the top, but the idea was nixed last year. The fact that both Audi and Volkswagen are looking to have models on the platform as well likely factored heavily into that.
Porsche’s head of sales of marketing Bernard Maier has this to say: “To build a Porsche for 30,000 euros currently doesn’t fit our brand…..the extraordinary purchase experience is not for free and the entry price is currently covered with the Boxster and in the future by the Macan.”
As for what makes a Porsche a Porsche? “No matter what we build – we build sports cars.” That apparently will form the brand’s strategy going forward – being the “sportiest” and “most exclusive” offering in its respective segment.
Answering those concerned about volume, Maier says that with the global market slated to grow to 100 million units by 2018, Porsche would account for only 0.2 percent of those sales. So for now at least, the Boxster is where they are drawing the line on pricing.
