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July 24, 2005

Porsche to Enter a New Market Segment

The 911 automobile has been the Porsche mainstay for as long as anyone can remember. There was another Porsche vehicle model that got two very important movie appearances. The Porsche 928 was the car that Tony Montana in Scarface (1983) had the windows and drivers door bullet proofed and this same model played an even more important role in the movie Risky Business (1983), in that movie, Tom Cruise is able to outrun the bad guy by driving a 928 and then his friend immortalized Porsche’s catch phrase of the moment “Porsche, there is no substitute”. Rear engine Porsche purists might not agree with Porsche’s Decision but as either a 2008 or 2009 model year the 928 replacement will be released. The name for this front engine Porsche will be the Panamera and the car will have four doors. Like with other Porsche vehicle models several versions will be available. Current plans include a 4.5 liter V8 that will produce 340 horsepower normally aspirated and a turbo version with the same engine that will get 450 horsepower. Porsche auto also plans on a flagship version of the Panamera vehicle to get the 5.7 liter V10 currently used in the Carrera GT which should come in at about 550 horsepower.

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The decision for Porsche auto to introduce a four door model was an easy one. The Porsche Cayenne automobile was not predicted to be a hit and it quickly became Porsche’s top seller. The reason it did is that the Porsche brand is very strong and will remain so as long as it doesn’t get corrupted. For those people who felt they needed the presence of an SUV vehicle and the soul of a Porsche the Cayenne was an easy choice. Even though Porsche auto has introduced three models, the Boxster, the Cayenne and the new Cayman that sell for under $60,000 the Porsche brand remains strong because the cars all have speed and sporty ness to back it up. By introducing the Cayenne automobile in a turbocharged version they avoided the slow as ketchup labels that have followed the otherwise upscale Toyota landcruiser.

With cars like the BMW M5 and the Mercedes CLS automobile it is not surprising that Porsche auto felt that the four door market would be a good market to enter. In fact the most visible flaw throughout the 911 car series is the backseat. Some cars like the Mazda Rx8 and the Ford Mustang have seats that are mostly for show but the can be used by adults in a pinch. Not so for the 911, anyone who is over 9 years old who cares about their knees just can’t sit in the back of the 911 car. With this new Porsche a whole new group of owners will get the chance to drive something that is race bred. When you consider the average age of those who can afford to buy a Porsche auto, it makes sense to make a version that has room in the back seat for grown children or adults. top of page

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