Porsche is launching its first sedan, the Panamera. In a recent article in The New York Times, “For Porsche’s First Sedan, a Focus on Its Origins”, the vice president for marketing for Porsche Cars North America, David Pryor, acknowledges, “whenever we come out with a new model not in our traditional area, you have to do a certain amount of convincing people that it’s a Porsche.” So the company is fully aware of the need to manage authenticity in its pursuit of expanding its lineup of cars.
Porsche certainly seems to be actively managing that perception of authenticity, especially as it looks to enlist “Porschephiles” in support of the new model. Such is a smart move, as buying a car today is more about conforming to self-image than it is the quality or the cost of the vehicle. Rendering authenticity is about who gets in the car more than what’s in the car.
And Porsche’s positioning of the Panamera as just the latest member in its ”family tree” certainly represents a clever way to speak to the brand’s heritage. (See more at: www.panamera.com)
Of course, cost is a factor. And the $90,000 to $130,000 price tag certainly says “Porsche.” But can any sedan really be a Porsche? You decide.
Panamera?
– Real-real: is true to itself; is what it says it is
– Real-fake: is not true to itself; is what it says it is
– Fake-real: is true to itself; is not what it says it is
– Fake-fake: is not true to itself; is not what it says it is
The different approaches for each mode that we outline in Authenticity might help you decide.
– If deemed Real-real, then Porsche should “Get Real” and transcend any inauthenticity by relentlessly pursuing Real-real in all its does.
– If Real-fake, then it should “Reveal the Unreal” and acknowledge the Panamera’s inauthenticity by emphatically demonstrating where it is not true to Porsche.
– If Fake-real, it should “Create Belief” and mask its inauthenticity by comprehensively creating an alternative but believable reality.
– If Fake-fake, Porsche should “go Faux” and celebrate the Panamera’s inauthenticity by boldly embracing its fake-fakeness.
And do you think Porsche has decided? (It would seem so, at least to us.)
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