Wednesday, June 29, 2005
Marque Club Membership Pays Off
In a master stroke detailed on Dubspeed, but initially brought to my attention on Jalopnik, Porsche markets directly to its marque-club members (the Porsche Club of America, or PCA), and offers its special edition "souped-up" Porsche to PCA members before it's released to the general public.
This is the kind of marketing/thinking that ensures that despite the relatively diminutive auto-industry player stays afloat, and one of the hot marques.
Even in Canberra, this is evidenced by Porsche Australia's insistence that Porsche Club Canberra be allowed to use the local Porsche dealership premises for club meetings.
Marque loyalty can't be bought, but it certainly can be influenced. And from my dealings with REACT and Mazda Australia, that's the kind of lesson that Mazda and many other automotive marques could well learn from.
This is the kind of marketing/thinking that ensures that despite the relatively diminutive auto-industry player stays afloat, and one of the hot marques.
Even in Canberra, this is evidenced by Porsche Australia's insistence that Porsche Club Canberra be allowed to use the local Porsche dealership premises for club meetings.
Marque loyalty can't be bought, but it certainly can be influenced. And from my dealings with REACT and Mazda Australia, that's the kind of lesson that Mazda and many other automotive marques could well learn from.
# posted by Fro : Wednesday, June 29, 2005
