How do you launch Porsche’s new SUV, attracting new first time buyers to the brand,
while maintaining the brand position as the ultimate sports car?
Our idea positioned Macan to first time Porsche buyers as the only SUV that performs like a sportscar.
The launch led Porsche to its second record sales year in a row in 2014
with 2,813 sales of new Porsches (47%), with +70% of Macan orders coming from first time Porsche owners.