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Company. Porsche AG: Driving Between Luxury and Premium

The Synopsis

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Porsche's Journey: From Sports Cars to Luxury Giants

This chapter examines the evolution of Porsche AG, contrasting its luxury status with competitors like Ferrari while navigating its historical roots and ties to Volkswagen. It highlights key models like the 356 and 911, discusses challenges faced in various decades, and reflects on strategic pivots such as the introduction of the Cayenne SUV. The narrative culminates in the examination of Porsche's resilience through economic crises and its complex corporate structure, especially post-IPO, positioning it for future success.

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