Porsche will not make discounts for brand image reasons

Sales of the Porsche brand could exceed the 150-unit mark in the short run (two or three years), compared with 122 cars in 2007, because the development of the road infrastructure will allow the brand’s clients to acquire more sports cars, and not just SUVs. While most premium brands have started promotions for limited editions or for discount versions, no Porsche model will be sold at a discount, in order not to affect the brand image. “The only promotion we can do is to say that ‘the car’s price starts from x euros,’ because a significant share of the clients expect Porsche to be a very expensive brand,” said George Sanduleac, Porsche brand manager within Porsche Romania, representative of the German brand on the Romanian market. According to the Porsche official, the brand’s degree of client loyalty is of around 20%, with most clients opting either for the new Cayenne or for Carrera 911. Porsche sales on the Romanian market declined 16% in the first ten months of the year, to 102 units, while the Cayenne SUV fell nearly 20%, to 71 vehicles. This year’s target is 115 units, slightly down from the 122 sold last year.