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Porsche (with Doug DeMuro)
Acquired
The Dangers of Borrowing Against Brand Equity
This was before the days of an Escalade even. There wasn't anything else that was like, I can spend $100,000 on an SUV. Porsche must have been thinking, hey, we've got all these customers who love our sports cars and we have this brand name that's always been associated with performance. They have families. And so, and by the way, with those families, they're buying an X5. And it's like, why don't we? Right. The danger here, if you're at home and you didn't know how this ended and you were a smart business person, you'd be thinking, well, this is going to borrow against their
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