Subject category:
Marketing
Published by:
IBS Research Center
Length: 18 pages
Data source: Published sources
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Abstract
The automobile industry of India was at a tipping point with the emergence of the small car segment in 2007. The domestic and international car makers eyed India whose economy had reported a consistent growth of 9% in the past three years. The middle class market attracted many but according to future estimates, the strongest growth would come from the 'Top of the Pyramid'. The super luxury car segment presented excellent opportunities for marketers. Porsche AG with global sales of 7,367.9 million euros for the year 2006-2007, planned to expand its subsidiary, Porsche Cars India Private Limited's presence in the luxury car segment. But in the wake of the expansion plans would it lose exclusivity, and how Porsche would maintain its exclusivity in the emerging Indian economy remained to be seen. The case thus helps to understand how Indians look at luxury and facilitates the discussion about how iconic brands can maintain exclusivity in an emerging economy like India.
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Abstract
The automobile industry of India was at a tipping point with the emergence of the small car segment in 2007. The domestic and international car makers eyed India whose economy had reported a consistent growth of 9% in the past three years. The middle class market attracted many but according to future estimates, the strongest growth would come from the 'Top of the Pyramid'. The super luxury car segment presented excellent opportunities for marketers. Porsche AG with global sales of 7,367.9 million euros for the year 2006-2007, planned to expand its subsidiary, Porsche Cars India Private Limited's presence in the luxury car segment. But in the wake of the expansion plans would it lose exclusivity, and how Porsche would maintain its exclusivity in the emerging Indian economy remained to be seen. The case thus helps to understand how Indians look at luxury and facilitates the discussion about how iconic brands can maintain exclusivity in an emerging economy like India.