Who is the average Porsche buyer? Interesting
Discussion
Found this:
"When every month you are trying to sell 500 exotic sports cars that cost between $40,000 and $82,000 apiece, you have to really know your customers. Porsche Cars North America hired a team of anthropologists to find out who its owners were and how Porsche could better sell to them. The demographics of the Porsche owner are utterly predictable: a 40-something male college graduate earning over $200,000 per year. The psychographics, however, were of more interest. Porsche owners were categorized into five rather unusual -- and not necessarily all that flattering -- personality types (see box).
Richard Ford, Porsche's vice president of sales and marketing, found the results astonishing. Said he: "We were selling to people whose profiles were diametrically opposed. You wouldn't want to tell an elitist how good he looks in the car or how fast he could go."
Besides refining its marketing as a result of the study, Porsche has cut its prices, launched a new ad campaign, and introduced a successful redesign of its classic rear-engine coupe, the 911. (See photo for the hot new 1995 Cabriolet version -- a $72,400 trophy.) After a seven-year slump, Porsche's U.S. sales rose 48% in 1994, as of the end of November.
A TAXONOMY OF PORSCHE BUYERS % OF ALL TYPE OWNERS DESCRIPTION
Top Guns 27% Driven, ambitious types. Power and control matter. They expect to be noticed.
Elitists 24% Old-money blue bloods. A car is just a car, no matter how expensive. It is not an extension of personality.
Proud 23% Ownership is an end in itself. Patrons Their car is a trophy earned for hard work, and who cares if anyone sees them in it?
Bon 17% Worldly jet setters and Vivants thrill seekers. Their car heightens the excitement in their already passionate lives.
Fantasists 9% Walter Mitty types. Their car is an escape. Not only are they uninterested in impressing others with it, they also feel a little guilty about owning one. "
Source: http://www2.owen.vanderbilt.edu/dawn.iacobucci/Mkt...
"When every month you are trying to sell 500 exotic sports cars that cost between $40,000 and $82,000 apiece, you have to really know your customers. Porsche Cars North America hired a team of anthropologists to find out who its owners were and how Porsche could better sell to them. The demographics of the Porsche owner are utterly predictable: a 40-something male college graduate earning over $200,000 per year. The psychographics, however, were of more interest. Porsche owners were categorized into five rather unusual -- and not necessarily all that flattering -- personality types (see box).
Richard Ford, Porsche's vice president of sales and marketing, found the results astonishing. Said he: "We were selling to people whose profiles were diametrically opposed. You wouldn't want to tell an elitist how good he looks in the car or how fast he could go."
Besides refining its marketing as a result of the study, Porsche has cut its prices, launched a new ad campaign, and introduced a successful redesign of its classic rear-engine coupe, the 911. (See photo for the hot new 1995 Cabriolet version -- a $72,400 trophy.) After a seven-year slump, Porsche's U.S. sales rose 48% in 1994, as of the end of November.
A TAXONOMY OF PORSCHE BUYERS % OF ALL TYPE OWNERS DESCRIPTION
Top Guns 27% Driven, ambitious types. Power and control matter. They expect to be noticed.
Elitists 24% Old-money blue bloods. A car is just a car, no matter how expensive. It is not an extension of personality.
Proud 23% Ownership is an end in itself. Patrons Their car is a trophy earned for hard work, and who cares if anyone sees them in it?
Bon 17% Worldly jet setters and Vivants thrill seekers. Their car heightens the excitement in their already passionate lives.
Fantasists 9% Walter Mitty types. Their car is an escape. Not only are they uninterested in impressing others with it, they also feel a little guilty about owning one. "
Source: http://www2.owen.vanderbilt.edu/dawn.iacobucci/Mkt...
IMI A said:
But you can enjoy driving anything really although agree with you thats what its about. I find a Golf GTI as entertaining and fun to drive as a 991 turbo s if not more so as I'm having to manage traction more.
Agree, I enjoy driving many 'ordinary' cars as long as they're not complete dogs. I quite enjoy driving my elderly mother's 1.4 Golf from time to time.However what you find more enjoyable may be different to what I find enjoyable. You may find managing the traction in a Golf GTi more enjoyable, I find managing the 550 BHP of a Turbo S more so. And yes, it does need managing, especially in this weather.
Deep said:
IMI A said:
But you can enjoy driving anything really although agree with you thats what its about. I find a Golf GTI as entertaining and fun to drive as a 991 turbo s if not more so as I'm having to manage traction more.
Agree, I enjoy driving many 'ordinary' cars as long as they're not complete dogs. I quite enjoy driving my elderly mother's 1.4 Golf from time to time.However what you find more enjoyable may be different to what I find enjoyable. You may find managing the traction in a Golf GTi more enjoyable, I find managing the 550 BHP of a Turbo S more so. And yes, it does need managing, especially in this weather.
Have a 991 too. On right tyres you shouldn't be having any traction issues unless its icey out there at the mo? P Zero the car is delivered on awful IMO so could be this.
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