Dr. Ing. h.c. F. Porsche AG (A): True to Brand?

Case Solution

Jeffrey Fear, Carin-Isabel Knoop
Harvard Business School ()

Investigate one of the most important business decisions in Porsche history, made in early 1998: to build a sports utility vehicle (SUV), the Cayenne. After Porsche depended on one or two sports car models for decades and almost went bankrupt in 1993 and lost its independence, Porsche had to diversify its product lines. It also examines the brand implications of manufacturing internationalization.

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