News of November 14, 2001
The Cayenne - a real Porsche
The marketing campaign for the sporty cross-country car begins on November 14, 2001
Stuttgart. Important events cast shadows before they happen: On November 14, Dr. Ing. h.c. F. Porsche AG, Stuttgart will launch a big campaign in the print media, through direct marketing, on the Internet and, of course, at Porsche Centres to advertise the new Porsche Cayenne which will come to dealers and customers next year. The aim of this extensive marketing campaign is to create awareness for the sporty multipurpose vehicle among old and new Porsche customers alike.
The first advertising motif is a Porsche 959, that in 1986 paved its way through the dusty desert to mark the famous triumph at the Paris-Dakar Rallye, the hardest of all motoring events. Beneath the picture there is the following caption: "At this moment we are testing a five-seater version of this idea. The Cayenne is on its way. The 3rd Porsche." Felix Bräutigam, head of Porsche marketing communication: "The Cayenne stands for a sporty driving experience: no matter what the surface."
The Porsche marketing experts are aiming at two target groups in particular: the Porsche driver, who according to statistics usually owns a saloon, a station wagon or a sports utility vehicle (SUV) besides his sports car, and the Porsche enthusiast, who, due to present circumstances (married with children), had to go without the pleasure of driving a Porsche. For both groups the aim is to raise early curiosity about the new Porsche, to find those who are seriously interested and keep them informed. With less than a year to go before its introduction, the Cayenne should be understood as what it actually is: a real Porsche.
Nevertheless, with this five-seater Porsche is leaving traditional territory - the sports car sector - for the first time. "In this market competition is extremely keen," says Felix Bräutigam, "and with the Cayenne we will address a new clientele. Our car will be the owners' number one car. This is why we have decided to start our advertising campaign so early."
The integrated marketing concept will be rolled out in three phases and its message disseminated world-wide in eight languages. What the next two stages will look like is yet to be revealed. Bräutigam: "We have developed a plot. Now we have to maintain the suspense."
In fact the company is making enormous efforts to lay the ground for social acceptance of the "3rd Porsche" in good time and to get closer to prospective customers. The planning for this campaign has been going on since 1998. Porsche marketing experts have been working hand in hand with the lead agency K.E.K. (Klaus Erich Küster) in Frankfurt, the direct marketing agency MSBK Proximity in Hamburg, the Internet specialists of Stoll and Fischbach in Herrenberg, and Carmichael Lynch in Minneapolis, USA.
(November 09, 2001)