Porsche 911 C4 'Emotional Traction'

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Repositioning and creative of the Porsche 911 C4 (an all-wheel drive 911) for the Singapore market.

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Porsche 911 C4 'Emotional Traction'

  1. 1. Challenge: The C4 is an all-wheel drive version of the iconic 911. But it’s heavier and costs an additional S$20K. Buyers didn’t see the point. Sales were suffering. Porsche 911 C4: ‘Emotional Traction’
  2. 2. Background: The allure of the 911 has been, in many respects, based on its extreme rear-wheel biased handling. In fact, it’s well known that when driven hard, the 911 is downright dangerous. On the other hand, the C4 is much easier to control, yet it is perceived as the less ‘pure’ incarnation of the 911. Porsche 911 C4: ‘Emotional Traction’
  3. 3. Groundwork: A test-drive uncovered surprising results: the C4 is decidedly rear-wheel biased. It looks and behaves just like a rear-wheel drive 911. Yet it also inspires extreme confidence when pushed hard – a feeling unknown to 911 owners. Reduced Traction • Reduced Traction • Loss of Traction • Traction: 911 Traction: C4 When pushed, traction declines and then disappears. When pushed, traction drops in a slow, linear manner. Porsche 911 C4: ‘Emotional Traction’
  4. 4. Solution: A repositioning was needed. Not just on the showroom floor, but also in the minds of buyers. Insight: Since many 911 buyers view their purchase as the long-time realisation of a childhood dream, any new 911 must remain true to its origins. Porsche 911 C4: ‘Emotional Traction’
  5. 5. Positioning: The 911 Carrera 4: The pure 911 for newfound confidence – even in tricky situations. Porsche 911 C4: ‘Emotional Traction’
  6. 6. Coming soon:The one feeling you’ve always sought.It’s time to approach the roadwith new-found emotion.When you discover it, you won’t let go.When you have it, you will wonderwhere it’s been all your life. When youdrive it, you’ll never look any furtherthan the next bend in the road.
  7. 7. The 911 Carrera 4 redefines the purity of driving. Its essence is unchanged – an icon of inner strength. But its delivery has evolved. All-wheel drive traction establishes a new benchmark in the road and driver dialogue. For all that’s been stirring within your soul. 911 Carrera 4: for the first time in your life.911 Carrera 4:The feeling you’ve prepared for all your life.
  8. 8. 911 Carrera 4: It’s time to live the dream. Still the icon of inner strength, the 911 Carrera 4 adds all-wheel drive traction to heighten the road and driver dialogue. For supreme confidence in all conditions. All this time, it’s been stirring within your soul. 911 Carrera 4: for the first time in your life.Purity realised:A feeling you’ll want to last forever.
  9. 9. The new Carrera 4.
  10. 10. The new Carrera 4Experience every twist and turn like never before.The 911 Carrera wrote the book on handling – and theCarrera 4 redefines it on every corner. From all fourwheels of the car. Now, you are invited to test drive thenew Carrera 4 yourself. You may never look at twistsand turns the same way again.Please RSVP to Candice Li at 6806-2688.
  11. 11. corner.You’re invited to experience traction on every
  12. 12. There are no surprises around the corner.Every twist and turn is a pleasure.Please join us for the exclusive launch party of theall-wheel drive Carrera 4 – For the ultimate in tractionon every corner.When: Saturday, 19 NovemberTime: 8pmPlace: Singapore F1 Pit LanePlease RSVP to Candice Li at 6806-2688.
  13. 13. Coming soon:The one feeling you’ve always sought.It’s time to approach the roadwith new-found emotion.When you discover it, you won’t let go.When you have it, you will wonderwhere it’s been all your life. When youdrive it, you’ll never look any furtherthan the next bend in the road.
  14. 14. The 911 Carrera 4 redefines the purity of driving. Its essence is unchanged – an icon of inner strength. But its delivery has evolved. All-wheel drive traction establishes a new benchmark in the road and driver dialogue. For all that’s been stirring within your soul. 911 Carrera 4: for the first time in your life.your life.
  15. 15. 911 Carrera 4: It’s time to live the dream.Still the icon of inner strength, the 911 Carrera 4 adds all-wheel drive traction to height- en the road and driver dialogue. For supreme confidence in all conditions. All this time, it’s been stirring within your soul. 911 Carrera 4: for the first time in your life.
  16. 16. The new Carrera 4Experience every twist and turn like never before.The 911 Carrera wrote the book on handling – and theCarrera 4 redefines it on every corner. From all fourwheels of the car. Now, you are invited to test drive thenew Carrera 4 yourself. You may never look at twistsand turns the same way again.Please RSVP to Candice Li at 6806-2688.
  17. 17. There are no surprises around the corner.Every twist and turn is a pleasure.Please join us for the exclusive launch party of theall-wheel drive Carrera 4 – For the ultimate in tractionon every corner.When: Saturday, 19 NovemberTime: 8pmPlace: Singapore F1 Pit LanePlease RSVP to Candice Li at 6806-2688.

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