Hey you. Yeah, you. The family with four kids, two dogs and the load from Home Depot. Have you ever considered a Porsche?
Silly as it seems, this is apparently the takeaway from an upcoming Porsche North America advertising campaign.
According to an article in Marketing Daily, Porsche’s North American marketing manager, Scott Baker, is concerned that Porsche owners aren’t driving their Porsches enough. He commissioned research to ask the question “why,” and found (surprise, surprise) that by and large, Porsche owners (and perspective buyers) don’t see their Boxsters and 928’s as ”primary family vehicles” (their term).
It wasn’t that these folks were dissatisfied with their Porsches, or that they regretted buying them. It’s just that there are times when the old Dodge Caravan might be a bit more handy.
So far, this little research foray sounds like a frivolous, yet harmless adventure.
But then (as “research driven” companies are wont to do), Baker & Co. decided that this is one “problem” that can be solved with advertising. Just advertise Porsche as a family car. Soon, moms will leave the minivan in the driveway and haul the kids to soccer practice and fluffy to the groomer in the 911.
Has this guy been at the company more than ten minutes? Porsche is James Dean. Porsche is “Risky Business.” Porsche is not “Eight is Enough.”
Will this foray into silliness damage the brand that began with Dr. Ferdinand Porsche more than 60 years ago? I doubt it. Porsche’s image is so strong and universal that even a lame campaign won’t banish it to Cadillac Cimmaron territory.
A smarter move for Porsche would be to take the totally opposite tact. Ditch the back seat all together. Put a subwoofer where the boot storage now is. Acknowlege that Porsche is not for everyone. Make it even more exclusive. That exclusivity is what adds value. You don’t buy $90,000 worth of parts. You buy a Porsche, for crying out loud.
And as Tom Cruise famously says in the aforementioned “Risky Business,” there is no substitute.
Posted by Mickey