Staying afloat in today's increasingly competitive auto market takes creativity, ingenuity and a small dose of good fortune. It doesn't hurt to have a comfortable stash of cash either. General Motors, Ford Motor Co., DaimlerChrysler and Toyota, some of the world's largest auto companies, have deep pockets and diverse resources to keep them above water during strong and weak economic times. For smaller companies, being nimble and flexible can pay dividends.
In 1948, renowned German automotive engineer Professor Ferdinand Porsche created the first car bearing his name after successful stints with some of Germany's most noteworthy automobile companies, including Daimler and Volkswagen. Despite his many notable accomplishments since 1948, Porsche may be best remembered for a forward-thinking design created in the 1930s that would be later become the Volkswagen Beetle. This vehicle transcended generations and its dome design is available for purchase today.
In an era of mergers, buyouts and stock swap, the Stuttgart, Germany-based Porsche Automobile Co. has remained fiercely independent since the late 1940s. Unlike other luxury rivals such as Range Rover, Jaguar and Austin Martin (who all have ties with the Ford Motor Co.), Porsche stands on its own merits. Porsche likes to bill itself as the largest small car company. Despite its diminutive stature, Porsche automobiles are available in 70 countries worldwide with the United States representing its biggest market.
The Porsche company made a name for itself by designing sports car possessing plenty of glamour and punch. This simple philosophy served the firm well for better than 50 years. During the close of the twentieth century, however, a decision was made to branch out from the sports car niche by offering loyal Porsche buyers something more. Thus, the notion of Cayenne (pronounced KI-ANN) was born.
The all-new Cayenne is a mid-size sport utility with all-wheel drive designed for both on and off-road use. Its leather-clad interior has accommodations for five riders with plenty of headroom and is available in two trim levels. But why depart so drastically from a sports-car only formula that served the company so well for so long? The answer lies with simple economics.
With the addition of a luxury sport utility vehicle, Porsche becomes a year-round car company. Before Cayenne, most new Porsche sales were limited to spring and summer months, especially in the Midwest. This leaves the company less susceptible to market fluctuations. For example, in 1986 Porsche sold 30,000 cars in North America. The following year brought more sluggish economic times and North American sales were reduced to a mere 4,000. Last year, 23,000 Porches were sold in the United States. In the 2003 model year, the Porsche lineup includes the Boxster and 911 (both sportscars) and the Cayenne which went on sale March 15.
In April, the first full month of sales, 1,800 Cayennes were sold. Cayenne's name was borrowed from the zesty, hot red pepper.
At a Chicago area press briefing last month, Press Manager Bob Carlson compared the off-road capabilities and power of the mid-size Cayenne to that of full-sized rivals Range Rover and Hummer H2.
Porsche first announced marketing plans for Cayenne in November of 2001, but designs and engineering schemes were in the works since 1996. When you're small, sometimes time can be on your side.
The target audience for Cayenne includes current Porsche owners looking for more family room, luxury performance sedan owners and current luxury SUV owners.
Half of all Cayennes built at a new plant in Leipzig, Germany are earmarked for sales in North America.
The S trim level is powered by a water-cooled, front-mounted, V-8 engine delivering 340 horsepower. The more-potent Turbo edition cranks out a whopping 450 horses, the most potent SUV sold in America. Both are connected with a six-speed automatic transmission with tiptronic, a feature allowing drivers to select shift points manually without a clutch. Premium unleaded fuel is recommended for both engines; towing capacity checks in at a class-high 7,716 pounds. Compare this with a Hummer H2's 6.0-liter, V-8 engine that cranks out 316 horsepower and tows 7,000 pounds. The 4.4-liter V-8engine in the Land Rover Range Rover delivers 282 horsepower and tows 7,700 pounds.
Price wise, the 2003 Cayenne starts at $55,900 for an S edition and a hefty $88,900 for the Turbo version. Eighteen-inch wheels come standard (19 and 20-inch versions are optional). Front, side and side curtain air bags all come standard. Other options include a six-disc compact disc changer, navigation system, air suspension with self-leveling and ride-height control. The Hummer H2 starts at around $50,000 while the Range Rover checks in at $71,000.
Chicagoland is home to five Porsche dealers and 17 throughout its Midwest region. Approximately 200 Porsche dealerships currently dot the landscape nationwide and most are undergoing exterior facelifts. Porsche bases U.S. operations in Atlanta.
No word yet if Ferrari or Lamborghini will be debuting an SUV anytime soon. |
