Porsche a premium brand?
Discussion
This VAG Group conundrum intrigues me.
On the political side, Piech is overall boss of the Group and Porsche. Wiedeking managing boss of Porsche, holds balance of power over the rest of Lambo/Bentley/Audi/ etc.
Now, Wiedeking, is it that he is currently lobbying for Bugatti and Lamborghini to be sold so that one presumes, Porsche takes over as the premium line within the group? That's what they are saying.
This strikes me as an incorrect direction.
As brands go, my personal view is as follows:
Bugatti – surreal performance
Lamborghini – mad sports
Porsche – supreme accessible sports
Bentley – luxury performance
Etc etc
Now, the critical issue is that Bugatti and Lamborghini don’t make money, but that developments within those two Brands provide reasonably useable science for the other brands to use. Quite how this is resolved, I don’t know other than each of the two brands develop turnover along becoming either cornerstone development centres or producing sufficient numbers.
But coming back to Porsche, it’s history reveals that it’s roots were not in the ‘big’ car classes. Indeed I remember that 911 in Germany was anything but a ‘premium’ product, and that they had to come to the UK to see how to make it one. This is partly because, as such Porsche did not have much ‘personality’; they were anchored by a race winning competition-bred cars, no hint of fat luxury or posing bravado.
So surely Piech will say to Wiedeking, keep doing what you are doing so well, but you won’t make products with the charisma of Lambo or Bugatti.
Quite where Audi thinks it’s going with products to take advantage of it’s Le Mans heritage now also confuses me!
Why does Piech allow this overlap?
PS Sorry. Spell check missed PREMIUM!
On the political side, Piech is overall boss of the Group and Porsche. Wiedeking managing boss of Porsche, holds balance of power over the rest of Lambo/Bentley/Audi/ etc.
Now, Wiedeking, is it that he is currently lobbying for Bugatti and Lamborghini to be sold so that one presumes, Porsche takes over as the premium line within the group? That's what they are saying.
This strikes me as an incorrect direction.
As brands go, my personal view is as follows:
Bugatti – surreal performance
Lamborghini – mad sports
Porsche – supreme accessible sports
Bentley – luxury performance
Etc etc
Now, the critical issue is that Bugatti and Lamborghini don’t make money, but that developments within those two Brands provide reasonably useable science for the other brands to use. Quite how this is resolved, I don’t know other than each of the two brands develop turnover along becoming either cornerstone development centres or producing sufficient numbers.
But coming back to Porsche, it’s history reveals that it’s roots were not in the ‘big’ car classes. Indeed I remember that 911 in Germany was anything but a ‘premium’ product, and that they had to come to the UK to see how to make it one. This is partly because, as such Porsche did not have much ‘personality’; they were anchored by a race winning competition-bred cars, no hint of fat luxury or posing bravado.
So surely Piech will say to Wiedeking, keep doing what you are doing so well, but you won’t make products with the charisma of Lambo or Bugatti.
Quite where Audi thinks it’s going with products to take advantage of it’s Le Mans heritage now also confuses me!
Why does Piech allow this overlap?
PS Sorry. Spell check missed PREMIUM!
Edited by ph123 on Sunday 14th January 14:40
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