The Porsche 911 carries around with it 50 years of heritage. It has an iconic shape and is instantly recognizable. Couple that with the price and the performance features of the car it begins to paint a clear picture of who the 911 is appealing to. Buyers of the Porsche 911 are part of a niche automotive market. They are motivated to buy the car because of its status and exclusivity.Porsche practiced usage-rate segmentation with the development and production of their new small SUV the Mecan. Since its introduction the Porsche Cayenne has been the best s
elling Porsche in the Product line. Porsche decided to capitalize on their success with the Cayenne by adding more model variants and creating a smaller, cheaper SUV to appeal to a wider segment of the SUV market. For example a young family who lived in a
region prone to high levels of rain and snow fall or just wanted the extra utility offered by an SUV would be interested in the Mecan.
Porsche is no stranger to cannibalism within the product lines. They have been accused of putting underpowered engines in their Boxster and Cayman models because they were worried that if the two mid engined cars had a more powerful engine people would stop buying the 911. Even though the new generation shares an engine with the base model 911, Porsche is still not giving the car as much power as they could because they are trying to keep the more expensive 911 as their top seller.
