There is no substitute. – Porsche
Today, I would like to talk about why I am always Fond of Porsche.
Quoted from the Porsche official website 'From day one, we have strived to translate performance into speed – and success – in the most intelligent way possible. It's no longer all about horsepower, but more ideas per horsepower.' From the quote, the word "intelligent" and "ideas" are what makes me fond of the Porsche Brand like nothing else in the automotive industry.
It can be a catch phrase or slogans that really influence market choices and how we, consumers, perceive the Brand. To me, the catch is to draw something that is simply understandable, on point yet strives to achieve unlimited possibilities, then back to a full stop that NO more explanations/arguments needed.
Using two other Automotive Manufacturers from the same country of the origin, BMW and Mercedes-Benz as examples. They both have their own famous slogans that tell us about their products and services. 'The Ultimate Driving Machines' from BMW and 'The Best or Nothing' from Mercedes-Benz. They are straightforward slogans and needless to say, both brands really are making their products fit what they have claimed.
Here, I would like to invite you into my mind how I see these slogans. BMW, excited to build cars that gives the customers sheer driving pleasure. Good! But shall I ask What kind of 'pleasure'? How pleasurable it is? In my opinion, the problem is that we can't specifically define the word 'pleasure' as the meaning can be ambiguous.
With Mercedes-Benz, 'The Best or Nothing'. The word 'Best' defines the highest quality and the most suitable and effective type of things. However, again, the meaning of 'Best' can be ambiguous. Can I have a car that can swim underwater, has as much space as a Tardis and runs forever?etc? Can this be my definition of the 'Best' car? In my thoughts, the problem is, again, not specific enough.
But then with Porsche, 'There is no substitute'. In my mind, this slogan is on top of the previous two. It is the 'ideas' and the 'intelligence' behind the slogan that impress me. Like Porsche is saying that she is the only example of anything you would be asking. Some imagined examples...
'Are we not the ultimate driving machine? But it drives like a Porsche, nothing drives like a Porsche.'
'Oh sorry we may not make the best cars, we just make Porsches. Nothing can be compared with what we make.'
Really... how cool is that! I think to find another slogan that has the closest level of intelligence would be from Nespresso 'What else'. I have to admire how intelligent those who figured out these slogans. How great it is when someone is criticising your products and services, asking numbers of negatives questions but you can still say ' well sorry for the inconvenience with the draw backs but there is nothing else like the Porsche you have...and here...take this coffee...what else?' The humor really gets me impressed.
Hahaa... I am not intended to criticise BMW or Mercedes-Benz. Above are just my personal thoughts simply comparing the famous slogans. I just like looking into ideas and thoughts... I could be wrong so I welcome any discussion. Thank you.
Thanks for Reading
Harry Chi Li