Taking risks

When Porsche launched the Cayenne in 2002, the mere idea of a Porsche SUV seemed like an oxymoron.

By then the SUV fever had begun to wane as environmental concerns and the price of gas were quickly growing. (1)

But a Porsche SUV? really?

In time it proved to be a brilliant move, and became Porsche's best selling car worldwide (2)

But how do you extend such a brand further? how do you launch a sedan, a "family" car, without upsetting the finely calibrated image that 60 years of masterful brand management built in our imaginations?

Here is how Cramer-Krasselt suggests it can be successfully done:

- First, it's a Porsche: the latest expression of a fine breed that traces its roots to the dreams of one passionate driver and designer. Beautifully brought to life here by the family tree, among other clues.

- Second, it's a Porsche: no satisfied dad with wife and happy kids rolling on a suburban parkway. It's meant to be driven with the same unapologetic passion and satisfaction as a Carrera.

Keep your audience dreaming, and their realities will eventually justify the premium.

enjoy,

sources: US Energy Information Administration (1), Harvard Business School (2)