Porsche Cars North America

From a 20-year record low in 1993, reach 1,000 annual unit sales within five years.

North American Porsche sales peaked in 1986, and dropped precipitously until Porsche was on the verge of bankruptcy in the early 1990s. In 1994, Porsche Cars North America hired Coyote Marketing Group to act as brand manager for the Canadian market. Armed with a simplified product strategy and a new marketing focus, Porsche set out to rebuild itself as a global brand. Still, the five-year objective for the Canadian market looked like a wild dream.

Product strategy focused first on the re-designed 911 Carerra model only. The Boxster was launched as the new entry level model in 1996. The first stage of brand advertising used quiet humour to humanize the brand, and make Porsche ownership respectable in the eyes of everyone.

Coyote provided market analysis, planned & executed major consumer research, and contributed to Canadian advertising in all major media except radio. This set the stage for advertising's second phase - creative targeting of those most likely and most able to buy a Porsche.