SuzyF:
In my opinion, it's the other way around. Porsche has never been an exclusive or exotic brand. The 911 became iconic, because of it's shape, layout and for the fact that it was a sportscar that can be used every day. However, it never was intended to be an exotic like Ferrari or other exclusive brands. 911 is always produced in pretty high numbers for a sportscar. It's a mainstream sportscar, nothing more, nothing less..... (For me that is the appeal of the brand)
I hate to say this but I think you are too young to understand where Porsche stood many years ago (I remember it very very well) and yes, they were never an exotic brand but still quite exclusive and special. Porsche owners received a lot of public sympathy in the past, nowadays, it has changed, especially since Porsche introduced the Boxster and much worse (for public perception), the Cayenne. Even if both are pretty successful, the public perception of the brand has suffered since many people believe that the 911 is the one and only true Porsche. It is interesting because Porsche actually wanted to replace the 911 with the 928 and sales numbers were dropping...until the 911 in 993 flavor suddenly got a surprising revival.
Even now, I don't think Porsche sports cars are mainstream sportscars but the brand itself has kind of become mainstream and this could hurt the brand sooner or later and probably already started to hurt it.
Porsche kind of damaged the brand with the 924 and later on with the 944 and maybe even 968. History may repeat itself but now things are a little bit different since the Macan is not supposed to replace the icon 911 or even compete with it at a different price level.
Personally, I would like to see the following happen with Porsche:
1. Ditch the Cayman (yes, I know...but the Boxster is everything the Cayman can and will be and Porsche will never professionally race the Cayman)
2. Ditch the current Panamera and offer a more dynamic, lighter and smaller Panamera in the 80-130k price range. Only one Diesel engine with 400 hp. V6 bi-turbo with 450 hp and V8 with 500 hp. Maybe add a V8 bi-turbo with 550 hp.
3. Make the 911 superior to other sports car brands (keep the high price tag but give the Carrera 450 and the Carrera S 500 horses, give the Turbo 600 horses and the Turbo S 650 horses, give the GT3 550 horses, etc.), the 911 needs to be a total winner in every class and they need to send a message to the competition.
4. Make a "960" in the 170-300k price range (three models, V8 with 500 hp, V8 bi-turbo with 600 hp and V8 tri-turbo with 700 hp)
5. Ditch the Cayenne Diesel and the V6, give the Diesel S at least 400 horses, the S at least 420 horses and the Turbo at least 550 horses. Maybe a Turbo S with 600 horses.
6. Ditch all Macan models except the S, the S Diesel and the Turbo/S.
7. Boxster with 300 hp, Boxster S with 350 hp, Boxster GTS with 380 hp and a Boxster RS with 420 hp.
This would be the Porsche model range I would like to see from Porsche but I know it is never going to happen.
Btw: Horse power increase could be compensated by weight reduction (as an alternative to excessive hp increase).
The message: Porsche is about dynamic and sporty car models, not about just wearing a badge on a crazy ass slow Diesel.
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RC (Germany) - Rennteam Editor Porsche 991 Turbo S, Porsche Boxster S (981), Jeep Grand Cherokee SRT (2014), BMW X3 35d (2013)