Porsche produce some of the most fought-after performance cars in the world, and with rivals such as Aston Martin being bought out, what is this family owned business doing to keep its head above water? Porsche manufacturer as little as 80,000 cars a year and sell as few as 8000 cars in this country, occupying only 3% of the GB car market.
Porsche's answer to staying on top begins with their attention to detail. If you are thinking of purchasing a Porsche you expect it to be good, but what more can you expect. Well, Personalisation. Buy a Porsche and provide them with your top ten radio stations, five favourite phone numbers, whether you want the doors to lock at 6mph and what you have is, a "Global brand, individually delivered".
Secondly, Porsche have observed and re-acted to the changes in our buying behaviour. Previously the whole retail experience would have been at your Porsche dealership. Now the point of 'empowerment' (decision to buy) is absolutely last minute with everything being done online. Yet Porsche have a product that cannot be physically delivered online. By taking their 'online lessons offline' , Porsche have delivered an unforgettable 1-2-1 experience. For instance, by any new Porsche, and learn to drive it at the Porsche Experience Centre at Silverstone. Just one way Porsche are exceeding customer expectations.
This goes further with the launch of their new 4 door saloon, the Panamera. As a saloon, one might consider this a huge brand stretch for Porsche. Their solution to this, 'Content Sharing' with their 'Four. Uncompromised' campaign. As a Porsche owner, bring yourself and three friends to drive the new Panamera at the Porsche Experience Driving centre absolutely free. Hence, 'Creating offline benefit'.
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