Marketing cars: When a Porsche is not a Porsche

Toby Southgate
The Brand Union

In trying to appeal to young drivers by stretching the brand, some car marques have lost the unique magic that differentiated the brand.

In the quest for profitability, the distinctive identities, design and feel that made icons of British classics such as the Jaguar E-Type and Aston Martin DB5 is being lost.

As brand owners consolidate, seek to broaden appeal and drive margins, the emotion is being lost. Think back to the classic cars of the past. Alec Issigonis' Mini. The original Beetle. The iconic Porsche 911, a silhouette practically unchanged since the 356 of 1948. American muscle cars like the Mustang, the Camaro, the Shelby Cobra. All these cars share something more than a vintage sensibility and starring roles on the silver screen. They speak to passion, to the enthusiasm for driving that lurks deep in everyone, the link between man and machine.