The Journey of the Luxury Automotive Customer in the EU: the Porsche Brand

This Master Thesis analyses the shifting needs of the Luxury Automotive Consumer during its Journey, as well as the changes imposed by the last two years, strongly permeated by the pandemic. Generally speaking, the Luxury Consumer is a person who has always differentiated itself for the requirements and the qualities expected by the products he buys. The Luxury Automotive Customer in the EU goes on a Journey that needs a high level of personalisation and care to work correctly. Even though Covid has affected all Luxury Automotive Brands in a different way – unlike mass-market brands – the criteria that have allowed Porsche to withstand and prosper are based on well-established and essential company principles for a long time. The obtained financial results do not depend only on the Brand's worth – which definitely is ranked at the top – but are also the consequence of a careful and cutting-edge strategy able to recognise newborn customer needs and always place them at the centre of the planning strategy. Porsche perfectly incorporates the fundamental activities and trends, such as digitalisation, sustainability, electrification, Customer Centricity, and omnichannel. As a result, Porsche's Customer Journey maintains coherence and aims to sell and to let future Customers deeply breathe the Brand – as they will become the buyers of tomorrow. It goes without saying that if competitors want to stay competitive they need to follow its steps soon.