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“The demand for Porsche vehicles, even in cities where we do not have showrooms currently, is growing and we intend to capitalise on the brand pull.”
4Ps B&M: With the Panamera, Porsche enters the main stream luxury car market in India. How will Porsche position itself in a market with well established players like BMW, Mercedes, Audi, et al?
RW: Through its design language alone, the Panamera will establish a new segment versus the competition. The four-door Panamera combines a wide range of features seemingly contradictory at first sight, and offering a unique synthesis quite unparalleled in the premium segment. Panamera comes with all the sporting and dynamic characteristics of a genuine Porsche combined with a high standard of motoring comfort. The symbiosis of sports car DNA derived from the looks of a coupé, the unique interpretation of the classical sedan body and the benefits of a variable space concept give the new Porsche Panamera its truly unmistakable appearance.
Like all Porsche models, the Panamera is oriented in every respect to the needs and wishes of the driver. But now, thanks to the new concept of space and the sporting architecture of the interior, the car’s occupants are also able to experience this special “pilot feeling” on all four seats. All four occupants enjoy supreme ergonomic comfort on both the front seats and the two firmly contoured single seats at the rear. We are confident of good response from Porsche fans in India.
4Ps B&M: How has Porsche managed to do well in the SUV market in India, when the company was known more for its sports cars globally?
RW: The Cayenne is suited to Indian driving conditions and from the day it entered our showrooms, the Cayenne has been a great success, thrilling Porsche aficionados in the country. Never before has there been a car so capable of performing as both a race-bred sports car and a truly specialised 4x4, like the new Cayenne. All of Porsche’s engineering talent has been employed in the development of this car to ensure it successfully captures the essence of two contradictory personalities shared in a single package.
Despite the size, the Cayenne is as spirited as the sports cars from Porsche. The Cayenne Turbo, for example, generates 700 Nm of torque and 500 bhp which is higher than even the 911 Turbo.
4Ps B&M: How has been the India experience so far?
RW: The India experience has definitely been good. We have received excellent customer response to both the sports cars and the Cayenne model range. The Cayenne is Porsche’s best selling model in India with a major share of the overall luxury petrol-engined SUV market and we are encouraged as the sports cars continue to grow in sales and popularity. We sold 101 cars in 2007. Figures for 2008 came close to the 200 mark, making for good year-on-year growth in sales.
4Ps B&M: How have you positioned Porsche in India?
RW: Porsche, globally, has a strong following as a brand and we are fortunate with a strong presence of Porsche enthusiasts in India too. Most of our communications, including advertisements, are subtle and at all times catch the eye of the successful and the discerning. Direct communication with customers and prospects has always been the preferred mode of contact. A highlight of 2008 was the Porsche World Roadshow held at Aamby Valley in November where prospective customers got to experience Porsche in the best possible way – by driving the cars. We had 18 cars from the Boxster, Cayman, 911 and Cayenne ranges with four German Porsche certified instructors who took our guests through courses specially designed to highlight just how enjoyable driving a Porsche can be. Our experience says once our prospects drive a Porsche, the outstanding performance and product substance along with a unique design convinces them easily. We recently sent to selected prospects, a product introduction brochure on the soon-to-be-launched Panamera – the first four door luxury sedan from Porsche - and the response has been encouraging.
4Ps B&M: Does Porsche intend to expand its number of dealerships in India?
RW: The demand for Porsche vehicles, even in cities where we do not have showrooms currently, is growing and we intend to capitalise on the brand pull. We are hopeful of having Porsche Centres in nine more cities by 2010, with carefully selected local partners and customer service facilities that meet all the Porsche criteria and with fully trained staff.
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Source : IIPM Editorial, 2009
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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