Porsche gives marketing strategy a greener focus

Porsche is overhauling its marketing strategy to focus on the environment and could launch hybrid versions of all its high-performance cars.

The news comes as the German marque unveils a hybrid Cayenne SUV at the Frankfurt Motorshow that uses a third less fuel than a conventional model.

The European Commission wants car manufacturers to slash carbon dioxide emissions to 120g per km on all new vehicles by 2012.

Analysts claim the proposals could have a catastrophic effect on performance marques such as Porsche, and the company’s chief executive said this week that the plans were “totally alien” and breached the laws of physics.

But Porsche GB brand communications and strategy manager Wayne Darley says it is looking for ways to cut emissions across its entire range, including its flagship 997 model.

Darley adds: “The environment presents quite a challenge for Porsche but we are moving in that direction. We have got to find a way of driving down emissions in cars that are way above the threshold.”

Asked about the possibility of launching a hybrid version of the 997, Darley says: “We’re not ruling anything out at this stage.

“We are lobbying our parent company about whether a technology such as hybrid could be feasible in a high performance sports car.”

Porsche appointed M&C Saatchi to handle its £1m UK advertising account in July (MW July 19) and Darley adds that the environment will be the main area of focus for the agency.

But Darley plays down suggestions that the appointment of an above-the-line agency – the account was previously held by integrated shop CMW – could mean a return to TV advertising in the UK.