Just over 10 years ago, Porsche introduced its first SUV. At the time, the Cayenne generated considerable controversy inside and outside the company. The Cayenne has been hot! By 2011 about half of all Porsches sold were Cayennes. Now Porsche purists (who still see the brand as the ultimate sports car) are up in arms again. Porsche is joining the highly competitive crossover market. Did you know crossovers now account for 20% of automobile sales?
This extended Bloomberg Businessweek article, “Porsche Builds Macan Crossover to Win Over Women” (August 7, 2014) describes the product development process for this new vehicle. The launch is not risk as failure for Macan could do damage to the carefully crafted Porsche brand. If Macan succeeds, it might open a new market for the carmaker. Porsche which believes the Macan will appeal to women — a market where Porsche currently lags (just 15% of its vehicles are sold to women). The article offers examples and discussion when you cover Product topics including brand management (perhaps along with our recent post “Managing Product Lines“), new-product development, or the product life cycle.