Porsche 2003 Annual Report Download - page 63

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The Ferry Porsche Prize promotes Interest in Technology
In modern Germany, knowledge constitutes the most impor-
tant trump card on the global competitive scene. In line with
this insight, Porsche wishes to convince young people that
engineering studies are worth their while. The Ferry Porsche
Prize, awarded once again during the year under review, aims
to increase the appeal of courses in mathematics, science
and technology. Prizes are awarded to students who achieve
the best results in physics, technology and mathematics in the
university entrance examinations (the “Abitur”) in the Federal
German State of Baden-Württemberg. During the review year,
242 students received a prize. There were also five four-week
placements with Porsche Cars North America, during which
students could experience technology and business activities
at close quarters. The Ferry Porsche Prize also gives Porsche
an opportunity to increase its appeal to young people as an
employer and to forge initial links with possible new recruits.
Young people are also introduced to technology and electro-
nics at Porsche’s Leipzig plant. Schoolchildren and university
students are given an opportunity for a closer look at vehicle
technology under the tutelage of an expert at the Leipzig
Technology Center, which was co-founded by Porsche – this
often has the effect of awakening interest in a career in the
automotive sector.
Marketing Communication
On November 8, 2004, Porsche received a notable accolade:
the Germany Marketing Association awarded the company the
German Marketing Prize, the highest award in Germany for
outstanding achievements in marketing. “Porsche has made use
of conscientious marketing to effect an economic turnaround.
The brand has been revitalized by internationally consistent
brand management and geared to attain long-term corporate
targets. Concentrating on the brand core has strengthened the
brand to the extent that it has won over an entirely new market
segment with the Cayenne SUV”, said the chairman of the jury
when commenting on the reasons for the committee’s decision.
In the opinion of the jurors, Porsche achieved its strong brand
image by going its own, often unconventional, way for a number
years, which has given the brand special individuality and ex-
clusivity. The award also paid tribute to the fact that even as a
manufacturer of exclusive products, Porsche has been able
to strengthen its broad-based social acceptance and achieve a
high degree of brand empathy.
“Porsche DNA” revealed
What do all Porsche vehicles have in common? During the review
year, Marketing Communications used the “Porsche DNA”
sales campaign to provide an overview of the characteristics
shared by the various Porsche model lines and individual
models. The aim, figuratively speaking, was to create a brand
umbrella. The campaign highlighted the DNA linking all the
Porsche models. DNA is the abbreviation of a bio-medical
technical term. An individual’s DNA contains a personal genetic
code and therefore important information on his or her genetic
inheritance. In the Porsche campaign, this abbreviation is
taken to stand for the unique characteristics of every vehicle,
which are defined as follows:
A Porsche is a pure-bred sports car – or in the case
of the Cayenne, the most dynamic of the SUVs.
A harmonious vehicle concept delivers more than
the sum of its parts.
The vehicles’ character is governed by technological
innovation.
The design is typical of Porsche.
Certain characteristics are unique, such as the
positioning of the ignition switch on the left.
Porsche’s entire DNA is based on the fact that each current
series has a predecessor in the company’s history – so that the
forerunners of today’s vehicles have a significant role to play.
An example of this is the Boxster anniversary model, which
was introduced internationally during the year under review to
mark the 50th anniversary of the 550 Spyder. In 1953, the
Spyder launched Porsche’s career as one of the most world’s
successful competition car brands. This small, lightweight car
with its mid-engine of only 1.5 liters’ capacity won out against
seemingly all-powerful competition, thanks to characteristic
Porsche features such as uncompromisingly lightweight con-
struction, optimum weight distribution, precise steering
response and a harmonious chassis. The Boxster 550 Spyder
50th anniversary model today represents its legitimate heir.
Porsche provided financial support
for the restoration of the celebrated
Ladegast organ in Leipzig, which
was ceremonially re-dedicated at
the end of October 2004.