Male Porsche Customers Chafe at Rise of Female Buyers

Once, more than 90% of Porsche’s customers were men. But that number has been dropping since the company began selling SUVs and four-door sedans, and it’s now down to about 85%. Some of Porsche’s existing customers have had a hard time sharing their brand with women, lamenting the erosion of tradition and expressing feelings of betrayal, says Jill J. Avery of Harvard Business School. Yet the move has paid off for Porsche: Sales increased 31% in the first half of 2013, thanks in part to a rise in female buyers of the Panamera sedan and the Cayenne SUV, which has become the company’s best-selling car in America.

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