Marketing cars: When a Porsche is not a Porsche
Toby SouthgateThe 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...