When we think about luxury cars, Porsche is always one on the top list. The German automobile company is one of the leading manufacturers of high-performance sports cars that are known to be expensive, and are typically purchased only by elite car enthusiasts. Founded in 1931, Porsche has been a well-known brand that stands the test of time.
Yet, with its hefty car prices which target mostly high-class individuals, one cannot help but wonder how Porsche is still preferred and dreamed of by many. With only a few people affording it, the brand is just over the top; still relevant in the car industry and still stands as one of the best automobile brands lobbying for centuries.
In case you’re wondering, it all boils down to the company’s marketing strategy. The hybrid technique the brand uses coupled with specializing within their demographics makes Porsche well sought-of, and in return generates higher demand for their products. Yet, how do they do it?
Porsche Engaging in Social Media and Online Platforms
This is a no-brainer for anybody – with the rise of technological advancements online and how it can boost up presence worldwide, online visibility has become an advantage for Porsche. Like any other brands, they feed on different market segments where the name can reach everyone, regardless of the demographics and the target market they are eyeing for.
At the moment, Porsche maintains a strong online presence on social media sites. With its availability to be viewed digitally by everyone, they seek to promote their brand by posting pictures, videos, infographics, and promotions that catch everyone’s attention. With its inspiring commercials and the trendy photos they upload on their online platforms, consumers are unconsciously obliged to like and share the brand’s posts, gaining more and more presence that reaches various clientele.
On another note, it is not just some users that do the job for them. The brand also sparks conversations, replies to comments, and even randomly responds to customer queries to connote customer relevance. With this, Porsche appears to be less of an exclusive brand, and more like a brand that can connect to the general masses even though the chances of purchase are unlikely to be realized in the said segment.
Even though Porsche is all-welcoming in their digital marketing, it is important to note that they still generate client profiles to market efficiently and exclusively to a specific market segment.
First, they check client demographics – this entails that they profile possible clients based primarily on income, age, gender, education, occupation, and social class. This allows Porsche to distinguish a way to measure variables that estimates the media size to use in boosting their promotions in a targeted segment. Still, word of mouth from the lower segment is a post-marketing trait that precedes their primary agenda.
Second, Porsche also uses Psychographic segmentation to connect and build a relationship more with their clients. The brand checks on behavioural elements including psychology, lifestyle, personality traits, and values to gain a deeper insight into the consumer. With this, the brand is aware of what their clients want and need, creating a more resourceful way to pool them, especially the ones who can afford to avail of their products.
Moreover, geographical location is also a key character in the success of Porsche’s car purchases. With dealerships scattered worldwide, they see to it that product purchases are done within a landscape, exhausting their resources into something profitable. Correspondingly, the ultimate goal is locating the differences in unit preferences in terms of attributes, benefits, quality, price, and use or user to maximize the brand.
Launching Car Varieties
With the luxurious cars Porsche is known to have, recent years have shown that the brand is now going into an innovative model strategy that can cater to clients who do not only want sports cars. From the low-rise type cars for city havoc and car racing, the brand has expanded lineups of car units ranging from SUVs, but still maintains new and exciting sports cars that date back to its heritage.
From its sports cars, Porsche began to launch non-sports cars that target families. Hence, the Porsche Cayenne came into the market in 2003, catering to high-middle class individuals to still enjoy its automobile perfection without worrying about the car’s internal load; of course, SUVs are usually for families. Nevertheless, the Macan and Panamera also provide Porsche an outlet to accommodate each client’s ability to use their automobile products for everyday use.
From racing and concept cars to consumer cars, they sure know how to satisfy clients by envisioning and delivering to their needs. Hence, Porsche can balance market expansion to different class segments but remains to cater to its loyal customers following its passion and heritage, which also comes in critical with their loyal customers.
To create an image of good reputation and timeless relevance, Porsche does not only do promotions for their cars. Instead, they also do charity work to have an impact on society, not just about selling automobiles.
In 2011, when Japan was hit by a ridiculously strong earthquake, Porsche was able to donate aid to the country amounting to $2.5 million. Consequently, the brand also does charity work, footing good causes and providing the brand with a more robust presence both in the field of automobiles and in societal terms. Even though they’re a European company and have better sales in first-world countries, Porsche also extends its brand awareness by helping schools and donating to environmental programs, all across Asia as well.
With the timeless connotations that give inclusivity amidst exclusivity, Porsche has become a leading brand of automobile with its marketing strategies. This makes clients connect and share the same sentiments with their passion, with a drive for excellence through social media, market segmentation, and countless promotions. Topped with its numerous awards for innovation, style, and excellence, it has become one of the world’s most famous automobile brands for decades – and its success still runs through and through with the campaigns and presence they bring worldwide.