At Campaign Middle East, we have a new feature called Brand Focus which showcases companies we think are doing great things with their marketing and advertising campaigns.
Founded in 1931 by Ferdinand Porsche, an Austrian automotive engineer, Porsche is renowned for high-performance sports cars, SUVs and sedans.
One of Porsche’s early significant projects was the design of the Volkswagen Beetle, commissioned by the German government in the 1930s. The Beetle, or ‘Volkswagen Type 1,’ became one of the most iconic cars in automotive history and laid the groundwork for Porsche’s engineering expertise.
The story of Porsche is one of constant evolution. Since the last nineties, new model lines have been added the strengthen the company’s financial prospects.
Dr. Manfred Bräunl, Chief Executive Officer of Porsche Middle East and Africa FZE – “We say at Porsche that you do not buy the brand, you buy ‘into’ the brand. You could say that we don’t have customers. Rather, we have fans and enthusiasts. With this comes loyalty and passion – and also a responsibility for us to foster this community.”
Building community and culture
Last year Porsche celebrated two significant milestones; the 75th anniversary of the registration of the first Porsche sportscar, as well as 60 years since the launch of the iconic 911.
In this region, the celebrations took two forms. Each market held a ‘Festival of Dreams’ event, to celebrate all things Porsche with the local community. Then, a year of celebration culminated in the third edition of the Icons of Porsche festival.
The event, which this year included the first public display of the new Panamera model, attracted over 27,000 fans across two days. It even set a new Guinness World Record for the ‘largest inflatable vehicle’ with the red 911 that sat atop containers in the middle of the festival precinct at Dubai Design District.
One of the keys to the success of Icons of Porsche is that while it has grown to be the largest car festival in the region, it is an inclusive event that features multiple attraction under three pillars; cars, art and culture.
Bräunl recalls that the genesis of Icons of Porsche was simple – give the iconic cars a platform to shine, and the Porsche community a chance to get together to celebrate.
“The breadth of its product line-up and the style of its community mean that the Porsche brand of luxury performance is relatively inclusive for brands in the top echelon of the automotive industry. This is on display at events like Icons of Porsche, where all kinds of enthusiasts rub shoulders and share their passion. That really is a unique element of the Porsche community, the inclusive nature of it,” adds Bräunl
Brand and marketing strategy
Porsche has built a strong brand identity around performance, luxury, and heritage. It is known for its iconic design, engineering excellence, and racing heritage, which dates back to the early 20th century.
The brand consistently emphasises precision engineering, driving pleasure, and innovation in its vehicles.
Porsche employs a multi-channel marketing approach to reach its target audience effectively. This includes traditional advertising channels such as television, print media, and outdoor advertising, as well as digital platforms like social media, websites, and online advertising.
It engages in sponsorships, partnerships, and events, including motorsport events like the Porsche Carrera Cup and endurance racing, to reinforce its brand image and connect with enthusiasts.
The brand places a strong emphasis on experiential marketing to create memorable interactions with consumers. This includes driving experiences, track days, and events where potential customers can test drive Porsche vehicles and immerse themselves in the brand’s performance heritage.