REVAMPING THE HIGH-END MODEL LINES

After the failure of selling low-priced cars and being on the edge of bankruptcy, Porsche
finally decided to once again tagerted the high-end market. This time, instead of focusing
on the quantity sold or the “mass over class” strategy, the company focus more on the
performance of their cars that could reflect its buyer self-concept which is :
 Successful
 Upper level
 High social status

After few years working on this strategy, the executives of Porsche realized that if they
wanted to have a sustained future, they couldn’t depend on the Porsche faithful so Porsche
needed to expand its market, Porsche had to make something new and different from the
old models but still maintain its exclusivity. Base on the fact that the need of carrying more
stuff and people was increasing, Porsche produced 2 new models.

In 2002, Porsche joined in the sport utility vehicle (SUV) market and launched Porsche
Cayenne. It was the first Porsche equipped with seatbelts for 5. The Porsche Cayenne
entered the market with mixed anticipation. However, it soon proved that it was the
performance vehicle among SUVs and was praised for its excellent handling and powerful
engines.
This is the sale of Cayenne from 2002 to 2018 in EU
Porsche
Cayenne
In 2009, the 2018 13.848 company
unveiled 2017 11.933 another
large vehicle 2016 17.169
lineage
which called Panamera.
2015 17.851
The Panamera
has quickly 2014 12.323 overtaken
the Cayenne 2013 16.855 in 2010 to
become 2012 20.353
Porsche's
top seller with four
2011 18.028
months left to go in the
year 2010 13.267

2009 10.159

2008 10.672

2007 13.489

2006 10.788

2005 16.627

2004 17.520

2003 12.269

2002 662