Porsche Canada: Selling Winter Driving
(6 pages of text)
Porsche Canada wants to encourage its Canadian customers to drive their cars in winter. The goal is increased sales of cars (by consumers unwilling to buy a Porsche only for summer driving) and winter accessories such as snow tires. This is a three-fold challenge because Canadians generally believe that luxury vehicles should not be driven in winter due to ice and salt; that sports cars generally perform poorly in winter conditions; and that it is unwise to drive a luxury car in winter when it could be more easily scratched or damaged.
This case allows students to look at the challenges of changing long-held consumer perceptions, made more difficult with a limited marketing budget. The case is suitable for an 80-minute class on marketing.
Canada, Medium, 2009
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