Porsche’s Boxster Spirited Escape Road Tour
- What was the strategy behind this tour and will this add value to Porsche?
- What demographic is automaker is trying to reach via this campaign?
- Why are tours important for high-end automakers?
- Is Porsche doing anything different here from a brand perspective and/or an industry perspective?
- Why is such a prestigious brand is letting all consumer follow this journey on social media?
“In my opinion . . .”
elebrating the all-new 2013 Boxster, the automaker is driving one of its new Boxsters down the east coast – from New York to Alabama – to show it to consumers at different venues. Consumers can also follow the journey on Twitter with hashtag #BoxsterRoadTrip.
What’s the strategy and target demographic? Well given, it’s an African-American male sharing his experience, and it’s from New York to Alabama, and is backed by Men’s Journal, it would seem to be an effort to introduce a great car, driven over all kinds of roads, to a demographic who may not have really been thinking about owning a Porsche Boxster before — including NASCAR fans. Don’t get me wrong, Boxsters are great cars, but in the past some have considered it a “chick car,” e.g., the episode from Two-and-a-Half Men where Alan buys one. Porsche knows this I am sure. The new Boxster has some great new engineering, design and styling cues, so I am sure Porsche is making a concerted push to get more men to consider the Boxster experience.
How will this add value to Porsche? Is Porsche doing anything different here from a brand perspective and/or an industry perspective? Not really. It won’t make that much of a difference in the long run. It looks like Porsche is just leveraging traditional and new media to help introduce the updated Boxster to a South Eastern demographic. Nothing wrong with that.
Why do you think such a prestigious brand is letting all consumer follow this journey on social media? Why are tours important for high-end automakers? There is nothing better than a road trip . . . especially if that adventure is in a sporty convertible going over twisty scenic roads. If you cannot do it yourself, but someone you know, respect, and identify with shares that experience with you through good story and imagery, it’s not a bad sales tool.
Is this is good move? Absolutely . . . as long as the final product doesn’t come off as one long sales brochure. If it’s all positive, then it will not seem realistic, and the presenter will come off as a shill. But Porsche knows what they are doing.
Video credit: Porsche Media Central