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Porsche: Roots in racing, not posing

Submitted by on January 6, 20102 Comments

This commercial from Porsche is clearly the result of selling too many Cayenne’s and 911 Cabriolets. I guess its targeted at those of us who like to race their Porsche’s, but have to put up with people thinking we are serious wankers because we drive and love the Stuttgart brand.

Not doubt Porsche does have a problem with its image though and its because they have chosen to rest on their laurels. Lets face it, Porsche’s motorsport glory days must have peaked around 1985 and you can’t trade on that forever, no matter how deep and glorious your racing roots are. Clever marketing will only take you so far.

Perhaps instead of beautiful commercials that celebrate the past, maybe a commitment to outright victory in the WRC, Dakar, LeMans or F1 might the best approach to authentically re-establish the brands core values?

Lets pray that in 50 years time the Porsche ads don’t read: Porsche: Roots in posing, not racing

Discuss.

Images: Porsche.com

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  • Miami jo

    Spot on Rich. One must wonder why Porsche isn’t more involved at the race track. Just look at the Dakar with BMW and VW competing, where are Porsche with the Cayenne? Seems like an ideal chance to give that model some credibility and appease Porsche purists.

  • Dave Pool

    First thought: but they *are* returning to Le Mans with an LMP1 entry for 2014, aren’t they?

    Second thought: I wonder if anyone has done the math to see what the “multiple” was in the years between, oh, 1958 and 1971 for the avg purchase price of a Porsche compared to either the overall avg price of a car in any year or the respective numbers for avg household income…and then compare them to the same figures today. I might be wrong but my gut tells me that the “multiple” for a Porsche purchase became increasingly exaggerated as the cars from Stuttgart ceased to represent the essentials of sport driving and became, instead, overblown, overweight, excessively complex…well, poser cars.