Cayman market position
I agree with what RC says in a previous post elsewhere: Porsche sees and wants us to see the Cayman as a new product.
It needs to be a new product (not just a Boxster Coupe) since it'll be more expensive than a Boxster. If they wanted it to be perceived as a Boxster with hardtop it would less expensive and be the entry level Porsche - that's what the rumours said about 12-18 months ago.
From a marketing and brand management standpoint I see problems and have a lot of questions about the way Porsche is now positioning the Cayman - especially if there's (like RC says) going to be a Cayman Turbo with 350 hp.
With a new product Porsche must want to reach new buyers, but what new buyers are they trying to reach with a product so close in price and performance to the 911? My conclusion is that it won't reach many new buyers; it will reach the ones that would have bought a Porsche anyway.
Porsche's aim must be to sell a lot of cars, right?! If they had made the Cayman into an entry level Porsche (let's say a modern 944/968) they could have reached a bigger market with potential buyers. How great wouldn't that be for Porsche fans if there was a Porsche in the same price range as Audi TT, Nissan 350Z and Mazda RX-8?! With Porsches strong brand it would be a smash hit, sales would go through the roof! This would have been the best way for Porsche to reach many new buyers. Although it would probably damage Porsche's upscale image.
With the Cayman being positioned so close to the 911, what will happen to the 911? Are they planning to move it further upmarket (both price and performance)? Maybe Porsche has plans for/want a 911 that will compete with Ferrari's F430 and the Gallardo?
FYI: I will buy a Cayman S, but I would have bought a Porsche anyway.
It needs to be a new product (not just a Boxster Coupe) since it'll be more expensive than a Boxster. If they wanted it to be perceived as a Boxster with hardtop it would less expensive and be the entry level Porsche - that's what the rumours said about 12-18 months ago.
From a marketing and brand management standpoint I see problems and have a lot of questions about the way Porsche is now positioning the Cayman - especially if there's (like RC says) going to be a Cayman Turbo with 350 hp.
With a new product Porsche must want to reach new buyers, but what new buyers are they trying to reach with a product so close in price and performance to the 911? My conclusion is that it won't reach many new buyers; it will reach the ones that would have bought a Porsche anyway.
Porsche's aim must be to sell a lot of cars, right?! If they had made the Cayman into an entry level Porsche (let's say a modern 944/968) they could have reached a bigger market with potential buyers. How great wouldn't that be for Porsche fans if there was a Porsche in the same price range as Audi TT, Nissan 350Z and Mazda RX-8?! With Porsches strong brand it would be a smash hit, sales would go through the roof! This would have been the best way for Porsche to reach many new buyers. Although it would probably damage Porsche's upscale image.
With the Cayman being positioned so close to the 911, what will happen to the 911? Are they planning to move it further upmarket (both price and performance)? Maybe Porsche has plans for/want a 911 that will compete with Ferrari's F430 and the Gallardo?
FYI: I will buy a Cayman S, but I would have bought a Porsche anyway.
for now...
