The Evolution of Luxury Brand Porsche

Porsche has reigned as a leading sports and luxury car company for nearly 80 years. Central to the German automaker’s growth strategy is creating great products, such as the legendary 911 Carrera sports car. But the automotive industry is facing disruption and new competition. Company leadership is adapting Porsche’s product portfolio, recently adding the electric model Taycan. They’re also innovating new customer experiences like the “Track Your Dream” program. In this episode, Harvard Business School Professor Stefan Thomke explores the company’s bid to stay relevant and true to its legacy in the case “Porsche.”