Porsche says no to a sub-Boxster model
German sportscar maker Porsche makes a range of sportscars that deliver high performance while also being versatile enough to be used as everyday cars. This has been an enduring theme across Porsche models with the brand even running an ad campaign highlighting the virtue of everyday usability of its cars. Porsche also has plans of aggressively expanding its product range, targeting higher volumes in the coming years. However, the German brand will not produce a car model priced lower than the Porsche Boxster. This move comes amidst rumors of Porsche planning a sub-Boxster model for sale in both developed as well as developing economies.
The Boxster is currently the brand’s entry level model and Porsche does not have any plans of launching a car priced lower than the $40,000 price mark. This also means that the sub-Boxster car will remain in the realm of speculations, with chances of production void, for now at least. The main reason as to why Porsche is not looking at the sub-Boxster range is the fact that the marquee wants to retain the performance as well as exclusivity that the brand brings onto the table. A sub-Boxster model could dilute the exclusivity of the brand, something that Porsche clearly does not want.
Across the world, luxury car brands like BMW, Volvo, Audi and Mercedes Benz have begun building entry level variants targeting a brand new segment of younger buyers, who would find other models of the brands a little too expensive at the moment. By not building a sub-Boxster car that is priced very attractively, Porsche could be foregoing this lucrative and fast growing segment. However, Porsche being now owned by the Volkswagen group has a big advantage in the fact that other brands under the Volkswagen umbrella could make up for Porsche’s smaller volumes.
This way, Porsche will retain its exclusivity centering around its brand value, which has epitomized usable performance and cutting edge technology. Porsche will however build a smaller SUV called the Macan, which will be positioned below the Cayenne. This SUV, which will share its underpinnings with the Audi Q5, will be built on the MLB platform that a bevy of Volkswagen group SUV models will share. The Macan is expected to drive sales in markets across the world, particularly in emerging economies like India and China, where the Cayenne SUV has been a big success.