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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. Ever since the first display of the pr ....
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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 pricing the ....
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