Acquired · Apr 13Ferrari: What happens when you staple a luxury brand to a sports team?
Ships 22 times more cars than Ferrari, earns a 15 to 25% gross margin, and sells 60% SUVs. It sells more in a year than Ferrari has ever built.
Company · Other
Porsche
A German sports car maker with a large SUV business.
What was said about Porsche
Acquired · Apr 13
Lenny's Podcast · Dec 8The art and science of pricing | Madhavan Ramanujam (Monetizing Innovation, Simon-Kucher)
Tested whether people wanted a Porsche SUV before drawing a blueprint, then tested every Cayenne feature in car clinics. It kept the big cup holder and dropped the six-speed manual, and the Cayenne now brings in more than half of Porsche's profit.
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