Example Of Article Review On Porsche: The Cayenne Launch

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All the customers from all categories of life who trusted the high performing Porsche sports car believe that Cayenne severely impacted the Porsche brand negatively. Porsche CEO and the followers of Cayenne claim that the Porsche brand would not change, because Cayenne is just an extension of Porsche. Wendelin Wiedeking, Porsche Executive director in 1992, mentions that Cayenne follows the same style of Porsche in terms of performance, design and even the chassis, followed by highly technical and visual standards which provides adventurous and fun-filled drives without compromising on the feeling as obtained by the Porsche car line-ups. It is evident that the new design of Cayenne did not cause any issues with the customer’s feelings, but it was the question of the SUV driver, and maintaining the standards of the owners that were set by Porsche earlier.
Cayenne, as a brand, embodied a promise about cars that it identified, which included a promise about quality, performance, dimensions of value, which influenced consumers decisions among rival brands. The introduction of Cayenne allowed Porsche to target a new demographic, which can be categorized as negative branding; however, it is debatable to conclude if the new consumers would feel negative about the brand. Cayenne’s loyal customers were the youthful professionals, working women and stay-at-home mothers, who were inclined to expensive, high performance vehicles that had ample space for the complete family, kids, and their sports equipment. The total brand experience is judged by the quality, and consumers believed that quality in Porsche provided hand-crafted performance, which may not be the case with Cayenne. The loyal Porsche sports car owners were hesitant to be interrelated with Cayenne admirers, which posed a challenge to the Porsche brand to expand and maintain their competitive edge in new markets, though the SUV’s initial selling price was $60,000.