Porsche, a beloved global brand, announced in October 2014 that it would “meet its goal of selling 50,000 vehicles in the U.S. in 2015—three years earlier than originally envisioned.” Its strong brand and a good performance year are important as it faces unexpected scrutiny.
In September 2015, Volkswagen, Porsche’s parent company, admitted to rigging diesel emissions tests. As part of an ongoing investigation, the Environmental Protection Agency (EPA) will also look into Porsche and its best-selling Cayenne model.
This comes at a time when Porsche had begun to expand its definition of high-performance automobiles—which for Porsche included “nonautomotive attributes such as ecological awareness and social acceptance.” The release of the Mission E is proof of Porsche’s commitment to testing new roads. The Mission E, a concept car that features 600 horsepower, a 0–62 mph time of 3.2 seconds, and 80 percent battery recharge in 15 minutes, was unveiled at the Frankfurt Motor Show in September 2015. As a Robb Report headline recently stated: “The Porsche Mission E Concept Puts Every Other Electric Car to Shame.”
Promoted under the tagline “Ever ahead.,” the new 911 Carrera and Carrera S will be available to Porsche enthusiasts beginning in March 2016. While the new 911 Carrera will deliver 20 more horsepower and be almost 12 percent more fuel efficient, perhaps its greatest feature will be its Porsche Communication Management (PCM) system. The system enables 911 Carrera drivers to sync with Apple CarPlay and Google Earth. A willingness to innovate, test new boundaries, and welcome tech titans into the interiors of its vehicles has built great brand equity for Porsche.
And it’s such brand equity that the newly appointed CEO of Porsche, Oliver Blume, will be able to count as a vital asset for the company, and for Porsche lovers and loyalists around the world.