Experience Selling

How they do it: In its ”Porsche Experience Centers”, the brand aims to let customers explore the car models and associate positive emotions and foster affection before the purchase decision is made.

Flat Rate

How they do it: With Porsche Passport, announced in 2018, customers do not purchase a car, but obtain access to a vehicle via the monthly subscription. It consists of an all-access subscription for $2,000 to $3,000 per month and includes a variety of car models (e.g. two-door and four-door models), from which the customers may flexibly choose a model of their liking.

License

How they do it: Between 2000 and 2016, Porsche licensed its brand exclusively to Electronic Arts to be used in a video game called ”Need for Speed”. The game’s audience was exposed to Porsche’s brand in the setting its exposure is most effective, namely, fast-paced video game scenes featuring iconic, state-of-the-art models of the car maker.

Rent Instead Of Buy

How they do it: With Porsche Passport, announced in 2018, customers do not purchase a car, but obtain access to a vehicle via the monthly subscription. It consists of an all-access subscription for $2,000 to $3,000 per month and includes a variety of car models (e.g. two-door and four-door models), from which the customers may flexibly choose a model of their liking.

Subscription

How they do it: In 2018, Porsche announced Porsche Passport, an all-access subscription for $2,000 to $3,000 per month. It includes a variety of car models (e.g. two-door and four-door models), from which the customers may flexibly choose a model of their liking.

Ultimate Luxury

How they do it: Porsche’s high end products (e.g. the Panamera Turbo model with a sticker-price of approximately $150,000) is targeted to a very limited number of customers with superior purchasing power. Thus, by positioning the product as such, Porsche may generate above-average margins.