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PROBLEM:
Hennessy Automobile Company received the franchising rights to introduce a new Porsche dealership into the Atlanta market. Previously, Porsche consumers had just one dealership to rely on for sales and service. Hennessy chose Van Winkle & Associates to market the new dealership and its grand opening, because of the results Van Winkle & Associates brought to Hennessy’s Lexus dealerships.
SOLUTION:
Van Winkle & Associates found Porsche consumers in Atlanta energized by the possibility of having the Hennessy reputation for upscale service associated with the Porsche automobile. The “Passion to Perform” campaign was created to emphasize the performance of the Porsche brand, and the passion associated with the Hennessy sales and service experience. The campaign utilized targeted media representative of the Porsche profile, while using mass communication to gain general market awareness.
RESULTS:
The Final Results—Hennessy Porsche opened as the most successful launch of a Porsche Dealership, within a two-dealer market, ever in the United States. Van Winkle & Associates and Hennessy Porsche continue working together to provide this aforementioned passionate performance in their advertising and their service.
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