企业品牌价值排行,中国企业品牌价值排行,世界900强品牌价值排行榜单,专业品牌价值评价平台-Porsche’s 2020 Super Bowl Commercial Successfully Introduced Taycan To The World 品牌价值网_中国品牌价值排行榜
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Porsche’s 2020 Super Bowl Commercial Successfully Introduced Taycan To The World

2023-05-12 20:31:47    Source:   www.bvrcn.com 品牌价值网

On February 2, 2020, Porsche returned to Super Bowl advertising for the first time since 1997 with a 60-second commercial titled “The Heist” that introduced Taycan to the world. This elaborately produced Super Bowl commercial opened on the Porsche Museum, a real place in Stuttgart, Germany showcasing Porsche’s iconic Porsche cars. Suddenly, a Taycan Turbo S. was driven off quietly by an intruder dressed as a ninja and the alarm was triggered. Then, security guards began to leap into different iconic products from the last nearly 100 years, including Porsche racing cars, SUVs, and a Porsche tractor of the 1960s. The rest of the commercial was a funny car chase through the streets of Stuttgart and the thief, outsmarted at a narrow bridge, was turned out to be another security guard. Finally, the commercial ended with a text, “Finally, an electric car that steals you.”


According to Klaus Zellmer, President and CEO of Porsche Cars North America, told the press that in 2019, Porsche received a significant amount of interests from Tesla owners owners for the Taycan, its first all-electric vehicles. Mr. Zellmer added “All the vehicles in the commercial share the same soul. A Porsche is always is always a driver’s car, and the playful chase in ‘The Heist’ draws a clear line through decades of models to the Taycan”.


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According to Brand Value (China) Network, “The Heist” was a great commercial because it positioned Porsche’s brand perfectly and did so in a way that’s subtle and entertaining. It poked a little fun at Porsche’s new product while still ensuring that the Taycan was taken seriously as a real member of the Porsche family. In addition, in 2019, the Taycan Turbo S started at roughly $190,000 and it boasted an impressive 0 to 60 mph in 2.6 seconds but its EV range was only 192 mils. By comparison, in 2019, Tesla Model S cost about $100,000 which could achieve 0 to 60 mph in 2.4 seconds and had an EV range of 348 miles.


According to Brand Value (China) Network, Porsche is a German automobile manufacturer specializing in high-performance sports cars, SUVs and sedans, headquartered in Stuttgart, Germany. Porsche was founded in 1948 by Ferdinand Porsche (3 September 1875 – 30 January 1951), who was an Austro-Bohemian automotive engineer. In 2022. Porsche sold 309,884 cars worldwide, a 3% increase compared to 2021 and China remained the single most important country for Porsche sales. In the first quarter of 2023, Porsche saw it sales jumped 21 percent to 21,365 in China.  According to China Brand Value Evaluation Standard, Porsche is usually perceived primarily as a luxury and high-quality brand in Chinese market.

On the ranking of “The 3rd Daguan· Keweiwei World Brand Value Top 900” released on March 18, 2023, Tesla’s brand value was 430.528 billion RMB, ranking the 53rd. Porscha’s brand value was 209.985 billion RMB, ranking the 109th.

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Author:   杨瑞安

Views:   304445

   

   

   



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