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Porsche’s new horse: Success in China?

January 24, 2010

Image credit: Jing Daily

Recently, I came across this press image of the Porsche Panamera, the new four-door sedan from the German automaker. The car is parked in front of a beautiful Shanghai skyline instead of rolling around the Autobahn, and the license plates bear the lucky number eight, which in Chinese, signifies great prosperity and fortune. It seems that Porsche has caught on to one of the key marketing “must do’s” for success in China — tailoring their product and message to the local market. I think it also signals that, quite soon the Chinese customer might become the alpha consumer for these brands. There are definitely some interesting times ahead.

As a side note, I had the chance to see the Panamera in person and it is a very large car. While not at all my taste (I’d prefer a Turbo), I think it will do well in China, where bigger is always better.

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