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“There is no substitute.

The Porsche (/porshuh/) name in Germany has become synonymous


with sports cars and racecars because that is what company founders
Ferdinand Porsche and his son Ferdinand ("Ferry") set out to build when
they first set up shop with 200 workers in 1948 (Dilawri Group of
Companies).
Attributes

 Porsche Active Suspension


Management (PASM)
 SPORT Button
 Active Air Intake Flaps
Benefits
 Porsche Ceramic Composite Brakes
 3.0L twin-turbo boxer 6 engine
Attributes  Quality
 Rear-wheel drive (All-wheel drive  Innovation
is available on certain models)  Thrill (speed)
 Sport exhaust system  Services
 8-speed Porsche Doppelkupplung
(PDK) transmission
Values

 Passion for Excellence-To be the best, all the time.


 Customer Focused- We ensure every customer is satisfied.
 Teamwork- We promote an environment of collaboration and respect.
 Integrity- We are professional, ethical, honest and accountable.
 Willingness to Grow- We continuously innovate and improve.
 Make a Difference- We support the communities we serve.
Culture

 We do not content ourselves with the quickest solution – it has to be the best one. And when
the challenge proves especially demanding, we demonstrate ambition and persistence until
our clients receive the desired solution – or even a bit more. When it comes to quality, we are
never satisfied with the status quo. We at Porsche Engineering oblige to continuously improve
our company processes.

Personality

 time urgency, aggressiveness, hostility and competitiveness

User

 Targeting a Younger Audience and Females. Porsche’s targeted marketing efforts focus on
reducing the average age of the Porsche owner and increasing the number of female owners.
“Sheer Driving Pleasure.”

Bavarian Motor Works (German: Bayerische Motoren Werke AG)


or well-known as BMW is a German automobile, motorcycle and
engine manufacturer founded in March 1916 by Franz Josef Popp,
Karl Rapp and Camillo Castiglioni. The BMW Company is
headquartered in Munch, Bavaria, Germany.

Attributes Benefits

 Manual Transmission  Versatility


 BMW kidney grille (shark nose) symbolizes  Dynamic Capabilities
the direct link to the engine  Luxury
 Dynamic, elegant and aesthetically appealing  Innovation
 Assertive modernity (interior)  Equipment (specs)
 Powerful engines  Reliability
 Excellent speed  Low depreciation (holds its value for
 Safe and reliable a long time)

Values

 Responsibility- Take consistent decisions and commit to them personally which allows to
work freely and more effectively
 Appreciation- Reflect on actions, respect each other, offer clear feedback & celebrate
success.
 Transparency- Acknowledge concern and identify inconsistencies in a constructive way.
 Trust- Trust and rely on each other. This is essential to act swiftly and achieve goals.
 Openness- Excited by change and open to new opportunities. We learn from our mistakes.

CULTURE

 Passion and enjoyment


 Teamwork and Personal development
 Equal opportunities and diversity

Personality

 BMW is the reckless but elegant, sporty but classy type, who values powerful performance and
top of the line German engineering for the ‘ultimate driving experience’.

User

 The target user of BMW was young college students of 17 – 23 year old.
"Being Ahead through Technology".

Audi AG is founded by engineer August


Horch, "Horch", meaning "listen" in German,
becomes "audi" in Latin. The four rings of the
Audi logo each represent one of four car
companies that banded together to create
Audi's predecessor company, Auto Union.

Attributes Benefits

 Active Suspension  Vehicle-specific video tutorials & schedule service


 Ventilated Seats online
 3-Zone Automatic Climate Control  Audi Preferred Benefits offers limited-edition
 Dynamic Steering products, unique services, road-side assistance,
 Smart Ambient Lighting luxury events and memory-making experiences
 Semi-Autonomous Driving from brands worthy of the four rings.

Values

 “digitalization, sustainability, urbanization, integrity, respect, and cooperation.”

Culture

 People- Team spirit: we greet and respect each other, regardless of hierarchical levels. We
belong to a big family. We are Audians!
 Innovation- We are entrepreneurs who constantly push technological boundaries. Our
pioneering focus is on the future of our company.
 Results- We deliver premium quality in our services, in our processes and in our finished
product. Focus is the key to success.

Personality

 Competence
 Sophisticated
 Strong

User

 It targets customers from upper class social group maybe in the age group of 30-50 years,
Professionals & Executives from rich families as they are the people for whom Audi will be
affordable & moreover they will appreciate the technologically advanced and
innovative products, which are also noted for their attractive design, high-calibre materials and
build quality. It also targets young buyers who love to drive.
“We are the competition”.

Ferrari’s symbol can be traced to the Italian fighter ace Francesco


Baracca who painted the horse onto the fuselage of his plane. He
recorded 34 kills and was killed in 1918, becoming a national hero.

In 1923, a car loving Italian from Modena called Enzo Ferrari met the
mother and father of Baracca. Baracca’s mother told Ferrari to paint the
prancing horse on his cars as it would give him good luck. Ferrari did so
and added the splash of yellow, the color of his birthplace, Modena.

Attributes (Ferrari FF Base Variant)


Benefits
 Engine. Engine Type. 6.3L V12 Engine
 Dimensions. Length. 4907 mm  A detailed inspection by Ferrari technicians
 Transmission. No. of gears  Provenance and maintenance history
 Wheels & Tyres. Wheel Type. Alloy Wheels verification of every Ferrari pre-owned car
 Braking System. Front Brake Type.
Ventilated Disc.  Exterior and interior pre-sale preparation
 Fuel Efficiency. Mileage City  12 months of Ferrari roadside assistance
 Steering. Power Steering
 Minimum of 12 months Ferrari coverage
Values
 Emotion & Integrity- We live our company with enthusiasm, with a strong sense of pride and
with emotion: Ferrari is lived with the heart.
 TRADITION & INNOVATION- Our company history, our region and our multicultural environment
drives our ability to search solutions. Our tradition is INNOVATION.
 Passion & Excellence- For us passion means working “with your heart” as well as with your head.
Working smartly with a passion that pays full attention to detail, working to guarantee utmost client
satisfaction & following the world with attention and an open mind to enrich our competences

Culture
 We base our leadership on the passion, determination, commitment, talent, skill and team
spirit of our managers, mechanics, designers, engineers and drivers.

Personality
 The red color stands for passion. The prancing horse logo represents aggressiveness. Ferrari
is a symbol of power, strength, confidence, boldness & speed. Ferrari has its own identity, its
own soul.
User
 Most Ferrari owners are high income earners found in the 25-49 and 50+ age segments. The
average Ferrari owner is probably male in their mid-fifties. There aren't many Ferrari owners
belonging to the younger age segment. This is mainly due to the cars' extremely high price.
Additionally, there is a group biased male sports-car owners, most of their cars are held as
leisure vehicles to be driven on race tracks or on weekends.
“We all drive. Some of us attract more attention.”

The Ford Mustang is an American car manufactured


by Ford. Galpin Motors, based in the San Fernando
Valley since 1946, is a world-renowned, award-
winning automotive enterprise. Owned and operated
by Bert and Jane Boeckmann and their family.

Attributes

 Ecoboost (direct-injection turbocharged)


engine now serves as the base power
plant for the Mustang, producing 310
hp (231 kW) and 350 lb⋅ft (475 N⋅m)
Benefits
of torque when using 93-octane fuel.
 The 5.0 L V8 gets a power increase to
 Vehicle Health Reports
460 hp (343 kW) and 420 lb⋅ft (569 N⋅m)
 Service and maintenance discounts
of torque.
 Ford Protect Extended Service

Values
 INTEGRITY- Our commitment to the truth is unwavering, both in actions and in words.
 SERVANTS’ ATTITUDE- We will serve our clients with a genuine humility that leaves no doubt
that they are the sole focus of all of our endeavors.
 ACCOUNTABILITY- We will hold ourselves responsible for this attention to detail in all of our
duties.
 CONTINUOUS IMPROVEMENT- We are a dynamic organization that constantly seeks areas of
growth and innovation.
 TEAMWORK-. We put aside our individual needs to work towards and accomplish the larger
group objective.
 FUN- It is a key to an enjoyable workplace.
Culture
 Profitable brands weekly executive meetings were implemented in which managers would
describe their division’s progress. Managers were encouraged to work together. Mulally took
the different regional divisions of Ford and attempted to turn them into a single global company
that embodied the “One Ford” concept.. Under Mulally’s ethical leadership Ford was able to
increase communication and teamwork, simplify processes, and increase the quality of its
products.

Personality
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness

User
 They target all age groups, especially with the advent of the new EccoBoost Mustang - that is
targeted towards younger crowds who are into tuning. The 5.0 is geared towards Muscle car
enthusiasts of all ages, the V6 is also geared towards all ages.