Many luxury vehicle owners loved the utility of an SUV, but wanted less of a truck feel and more of a high-performance, sports-car like driving experience
Market Situation / Problem
In 2000, D/R Added Value conducted a Luxury Market Segmentation Study for PCNA to provide them with detailed information and profiles of segments to allow for appropriate marketing actions for the launch of the Cayenne SUV.
Our Approach / The Solution
Our approach involved designing a segmentation study based on mindset (attitudes towards vehicles, driving styles, desired vehicle traits, owner personality and attitudes towards life) and conducted among luxury sports car, luxury sedan/wagon, and SUV owners. The segmentation revealed key target segments for PCNA helping the company focus its SUV marketing efforts. This study was then used in conjunction with a Media Study to determine the appropriate media mix (TV, radio, magazines, newspapers, sponsored events, etc).
Result
Porsche launched the Cayenne in 2003 with success and has since set new standards in today’s SUVs with its sports car-like handling and performance that outpaces many sedans on the market.
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