Porsche vs Ferrari

¿Porsche en crisis de identidad?

Lo bueno:

"After veering away from tradition with models like the Cayenne SUV, which now accounts for about half its profits, Porsche is expanding its stable of purebred sports cars in a bid to shore up its reputation.

Wooing non-sports car drivers has paid off for Porsche, which posted a profit margin of 17.5 percent in the first quarter, vs. VW’s 6.8 percent. About 50 percent of Porsche’s profit came from the Cayenne, while the 911 generated about one-third of earnings, according to estimates from Jürgen Pieper, an analyst with Bankhaus Metzler.

Lo malo: 

"Porsche was the purest of brands,” says Rick Ratliff, a retired media consultant from Ann Arbor, Mich., who until recently drove a Boxster roadster and ran a blog called Porscheophile. After the Cayenne and the Panamera, Porsche “sort of lost its luster. The new SUV seems like yet another attempt to take a wonderful brand and cloud it.”

Los expertos:

"We always have been and still are a sports car company,” Müller says. “When there’s a model that’s not directly a sports car, it should be balanced by a pure sports car model in order to maintain our heritage.”

“When VW really gets its hands on the manufacturing, the economics will take over,” says Adrian Streather, the author of several Porsche 911 buyer’s guides, who’s driven the iconic model for two decades. “There are two Porsche clients nowadays: one that buys the brand and another who buys the car.”

“Porsche needs to make sure the brand is not being overstretched and the sporty image prevails,” says Stefan Bratzel, director of the Center of Automotive Management at the University of Applied Sciences in Bergisch Gladbach, Germany. “Porsche’s character, basically personified by the 911, needs to fit with the other models.”

La realidad:

Screenshot de http://interbrand.com/es/best-global-brands/2013/Best-Global-Brands-2013.aspx

Screenshot de http://interbrand.com/es/best-global-brands/previous-years/2012/Best-Global-Brands-2012.aspx 

Screenshot de http://interbrand.com/es/best-global-brands/previous-years/Best-Global-Brands-2011.aspx

Referencias:

*Reiter, Ch. Wuestner, Ch. (05 Julio, 2012). Porsche Has an Identity Crisis Amid its SUV Succes. Obtenido en http://www.businessweek.com/articles/2012-07-05/porsche-has-an-identity-crisis-amid-its-suv-success