Business is booming at Porsche.
But the Swabians want more and do not shy away from radical measures.
Zuffenhausen - Porsche's Chief Sales Officer Detlev von Platen has a good laugh: In the first three months of the year, the sports car manufacturer from Zuffenhausen sold 71,986 vehicles, a good third more than in the same quarter of the previous year.
Now von Platen wants to conquer the world of women with Porsche, announces a new strategy and tries to find the linguistic balancing act between cliché and Porsche's male reality.
Women make up only 13 percent of Porsche's clientele - at least in Germany.
In the USA, a quarter of all Porsche drivers are women, in China almost every second Porsche goes to a woman.
“Frozen Berry” is set to change that now.
Awakens the summery ice cream parlor feeling, but it is Porsche's new color treat for women.
The tone is somewhere between light gray, old rose and pink.
It is one of 700 options available.
Porsche: New colors yes, women's models no: "contradicts our philosophy"
"We want to win more women as customers," announced von Platen in the
Handelsblatt
.
That is why the electric Porsche Taycan is now also offering leather-free equipment.
This option is important to many customers because they are more interested in sustainability than men, he says.
The Zuffenhausen company is not planning any special women models.
“That contradicts our philosophy, which generally wants to make dreams come true,” says von Platen.
He does not explain whose dreams he means exactly, but repeats his confession: “We want to respond more to the world and the wishes of women.
When it comes to communication, we value the high quality of the products. ”Design, comfort and customization options are particularly important to women.
Porsche wants more female buyers: Sales director is not stingy with clichés
Von Platen bases his statements on market research data from Porsche. Among other things, they showed: "Successful women require performance, but are often less in love with the technical details than men." For this, the usability of a vehicle is an important aspect for women, explains von Platen. “This point is less important for men.” In the Taycan, Porsche is therefore focusing more consciously on topics such as voice control or an intuitive display.
Brand expert Gabi Lück says in the
Handelsblatt
that the variation
options
at Porsche are going in the right direction.
“But I doubt whether 'Frozen Berry' is the right color”.
Nevertheless, Lück von Platen is right on some points.
“With women, it depends on the address.
They are not so much interested in the tenth behind the decimal point when accelerating from zero to 100 kilometers per hour. ”For women, it is more important that the car offers additional safety precisely because of its acceleration values, for example when pulling into the motorway entrance or when changing lanes without being involved to skid.
List of rubric lists: © picture alliance / dpa / Justin Lane
