Mass Market Porsche

Podcast Episode: 0122
why did Porsche tarnish its image for market share?

     Porsche was once a graceful company building sports cars for the people.  But when they saw the bigger picture of the automotive market, they jumped in.  AutoLooks takes a look at how Porsche went from being a sports car manufacture to a sports product company, as they released the Cayenne to the mass public.

     Porsche has a long standing career of making some of the best turbocharged sports cars around.  At one point in time they stood on top of the market with their 911.  But, what happened to them during the 70's and into the 80's?

     Starting with the 914, Porsche was moving away from its speedster and 911 products and started looking at the mainstream market.  A collaboration with Volkswagen helped gain some traction in the sports car world, which soon led to a variety of mainstream models.

     Throughout the 80's, Porsche moved away from its once graceful 911, as it released the 924 and 928.  These products moved away from the conventional rear engine layout and onto a front engine layout.  This became the main profile for higher volume products throughout the 80's.

    During the oil crisis in the 70's, Porsche began to look at more efficient vehicles.   The 911 was great, but what Porsche needed was something more efficient which could be marketed to the masses.  The 914 set the stage for the 924 and later 944, but what Porsche really needed was a true mass market product.

     Along arrives the all new 928, a front engine RWD layout, grand touring product, which was meant to replace the 911.  This car was good and proved that Porsche could do a proper GT, but could they go even further. 

     During the late 80's and into the early 90's, Porsche played around with the idea of making a four-door version of the 928.  This was to be a product unlike no other on the market, but could Porsche go through with it.  The 911 was making a comeback and the market demanded more sports cars.  So, what was Porsche to do?  Well, they shelved the project and moved onto expanding the 911 model range and adding in an entry level Boxster.  This was great, but if Porsche wanted to go after higher sales, they would still need a mass market product.

         Say hello to the Porsche Cayenne.  Built in collaboration with Volkswagen, like the 914 before it.  This product was to be the Porsche for a new century.  The Cayenne would set the stage for higher sales and larger production volumes leading Porsche to almost acquiring Volkswagen.  Although they didn't purchase their counterpart, they did get scooped up into the Volkswagen Auto Group, which would lay the path for more mass market products.

     Today Porsche leads a happy life as a sport inspired, mass market producer, as their time of sports car dominance has come to an end.  Mass market products did help their bottom line, but did not help their image in the end.  So, could Porsche turn things around and make a comeback as a great sports car company, or are they doomed to being a mass market sports product leader?

Everett J.
​#autolooks