Porsche Cars North America is an example of a company that uses psychographicsto divide up its consumers. Porsche sells cars costing between $40 and $82 thousand to ademographically homogenous group, consisting of 40-something male college graduatesearning over $200,000 per year. Even with this information, Porsche’s sales were slipping.They hired a team of anthropologists to figure out the psychographic composition of theirconsumers. What they found surprised them. They had been marketing to the wrong peoplein the wrong ways.After gathering psychographic information on their consumers and implementingmarketing plans tailored to these specific segments, they ended a seven-year slump andsales rose 48% (Taylor, 1995). The automotive industry, in general, attempted to divide itsconsumers into four psychographic segments: participants, functionalists, ego show-offs, anddo-it-yourselfers (Mitchell, 1994). Porsche consumers were divided into five segmentsaccording to their psychographic characteristics (Taylor, 1995). These groups included:
Top Guns: Driven, ambitious. Power and control matter. Want to be noticed.
Elitists: Old money. A car is just a car, no matter how expensive.
Proud: Ownership an end in itself earned by hard work, no need to be noticed.
Bon Vivants: Worldly jet setters and thrill seekers. Car heightens the excitement intheir already passionate lives.
Fantasists: Their car is an escape, uninterested in impressing others, may feel a littleguilty about owning a Porsche (Taylor, 1995).Ad #1Ad copy: “The refinement of raw automotivepower – The new 911 Turbo.” Which group was this ad designed to appeal to? Why? (See next page)Ad #2
Ad copy:“Sports do not build character. They reveal it.Competition challenges us to reach deep inside and push ourselves past previous limits towards new,higher achievements. We discover something about strength, perseverance of the human spirit and theimportance of choosing the right equipment. Whichis why you choose Porsche.”