The term ‘high volume’ is not one often associated with the Porsche brand, but that’s all about to change, as a closer look reveals. While in the United Kingdom the 911 remains the flagship and quintessentially ‘Porsche’ kind of Porsche, in other parts of the world, it is the firm’s more everyday models that are in most demand.
In countries such as China, the Porsche brand is better known for its off-road vehicle, the Cayenne. It is here, not the realm of the sports car, that the future of the German carmaker appears to be in. And as one of the world’s largest car makers, Volkswagen, looks set to bring the Porsche brand into its fold, it seems appropriate that Porsche is becoming less attached to its sports car history.
Joining other famous international car brands such as Bentley, Skoda and Lamborghini, Porsche looks set to become part of what is officially the world’s most profitable car maker. And while VW has traditionally gone round picking up ailing car companies like some sort of corporate vehicle recovery outfit, Porsche has bucked that trend by already being hugely popular. And since VW are very open about the fact that they intend to become the world’s biggest maker of cars, buying or merging with all manner of car firms will be necessary if they are to succeed – that is, if they intend to supplant both Toyota and General Motors in the process.
So Porsche is set to become part of this automotive behemoth called the VW Group. While it is certainly a sign of financial and economic success, it does seem a bit of a shame that the Porsche brand is selling out in this way, particularly with respect to its penchant for making 4x4s. I can’t help thinking that by selling so many of the innocuous looking Cayennes, the company is effectively diluting its brand. Cayennes are after all simply air conditioned jeeps – ideal for the school pick up perhaps, but hardly what Porsche was built on.
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