Portal de Periódicos da CAPES

Porsche: the Cayenne launch

2011; RELX Group (Netherlands); Linguagem: Inglês

1556-5068

John Deighton, Jill Avery, Jeffrey Fear,

Crafts, Textile, and Design

Can an online discussion forum supply insight into evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to brand. Vocal members of online and offline Porsche communities ridiculed Cayenne SUV and disapproved of new breed of driver. Some opposed offering Porsche Club membership to them, and some even refused to extend fraternal Porsche wave or headlight flashing to them on road. Porsche's values of speed, luxury, and a certain masculine zeal resonated strongly with its devotees, while drivers of Cayenne (which came to be known as the SUV for soccer moms) tended to be safety-conscious, family-oriented, and conservative. Evolving debates on forums allow a class to debate whether brand had strayed too far from its core values and was at risk.