AutoObserver this morning has an article discussing likely product reshuffling that will occur due to VW taking control of Porsche (Porsche's Off-Message Models Axed in VW Takeover). This story is sure to incite handwringing and angst in the blogosphere, and loud complaining among Porschephiles.
But they’re wrong to complain. This is a good move, and I’ll explain why.
First, from a business standpoint, the Cayenne and Panamera were always about making Porsche less reliant on the 911. (In a nutshell, they can sell a second, more practical car to existing Porsche owners, or get a foot in the door with customers for whom an $80k sports car is impractical.) Big picture, it was a strategy for keeping Porsche independent in good markets and relatively flush if things turned bad (as they did in the early ‘90s).
Unfortunately, Porsche overreaching for control of VW sunk that ship. Second, the Cayenne and Panamera have somewhat dubious relevance in Porsche’s story (which I’ll get to later) and overlap with existing VW offerings in more vehicle-relevant brands.
OK, I’ll admit to not getting the whole sport-SUV concept – it’s a truck, after all. But VW already offers the Touareg and Tiguan to cover the rugged, utilitarian end of the SUV spectrum and Audi offers the Q5 and Q7 on the sporty, luxurious extreme.
That said, even in the current economic environment, Cayenne sales in the US match Touareg and Q7 sales combined and is the strongest selling “car” in the Porsche lineup. Tiguan and Q5 sales come in at around 1,000 units each, roughly equaling Cayenne sales. So with Cayenne making up about a quarter of combined VW and Porsche SUV sales, it would take some engineering and marketing work to move potential buyers over to an equivalent VW or Audi offering.
So it’s not all upside in killing off the Cayenne.
Then again, the current models have a few years to run. We don’t know what the market will look like in 2011 and VW may rethink its strategy if Cayenne continues to be a hot commodity.
Third, and I think most important, is the history. Porsche history is inextricably tied to motorsport. And with all due respect to the legendary prototypes – think 917 and 956/962 – the true Porsche racing heritage has roots in production-based racers. No other marque has raced cars based so directly on production chassis for as long or as successfully as Porsche. From the 356 right up to the current 911 GT3 RSR, there is a deep and real connection between the boulevard cruiser and the Le Mans competitor.
That, in a nutshell – and more important than the quaint-but-still-effective rear-engine design – is the essential Porsche DNA.
So where, exactly does an SUV or a six-figure sedan fit in that story? Is Ferrari missing a truck from its lineup?
That’s not to say every Porsche needs to be a race car. Or perhaps the upstart Cayman should be given a chance at stardom on the track, dropping the flag on a new generation of competition Porsches.
Fourth, and finally, is what I think will be the deepest and most strident objection: A VW-tinged Porsche is not a real Porsche.
Unfortunately, there’s very little for that prejudice to stand on. VW + Porsche cooperation goes back 40-something years, and it’s unfortunately taken almost that long for the unloved offspring of that relationship to get the respect they deserve.
The 912 (with a VW-derived Type IV engine in its last incarnation) was a lighter, more nimble version of the venerable 911 and has a cult following of its own to this day.
Likewise, the 914 provided a small, light, mid-engine platform that still sets FTD at autocrosses to this day. If you haven’t noticed, prices are on the rise for good examples and many are seeing full rotiserie restorations.
Moving on to the ‘80s, we have the front-engine 924/944/968 series. Legendary for 50-50 balance, sublime handling, and great styling. This car has Audi roots, you know.
OK, I’ll admit that the 911 has something shared by no other car: true beauty, timeless design, and a history – no, legend – shared by no other car. But all of those other pseudo-Porsches, demi-Porsches, quasi-Porsches… all had that essential Porsche DNA.
They were engineered for great performance, ergonomics, and, frankly, durability.
They received uniquely Porsche designs combining performance with sexiness.
They raced – often successfully – in production form.
That is Porsche.
I don’t see where trucks and sedans fit. VW will do Porsche a good turn by putting the focus back on the marque’s heritage as they have with Audi, Bugatti, and Lamborghini.