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Beginning of Paper
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The Porsche Boxter
Unveiled in February 1996 at a low-profile motor show in Hamburg, the Porsche Boxter was not born on a computer screen or in a focus group, but in the hearts, minds and imaginations of a small band of engineers with a passion for driving.
Many were surprised when Porsche unveiled its new sports car, but later they realised that this was no ordinary car, it was special. ....
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Middle of Paper
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.... a 2-year waiting list.
Despite the great profile the Boxter was building, Porsche decided not to invest into international advertising, and instead adopted a direct mail system in each of its countries of sale. Thus the only people really targeted, were those who had purchased a Porsche automobile previously. Thus they created a hungry target market; also giving away free test-drives throughout Europe.
The Boxter’s price was its main advantage. It was said that by pricin ....
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