Porsche is planning to introduce the Macan for the 2014 model year.
It will be the smallest SUV built by Porsche but in some ways it will
be closer to its roots than the larger models.
Porsche, after all, is known for its sports car production. The
company received a lot of criticism for widening its line with the
four-door Panamera and the Cayenne SUV. But these models proved to be
successful for Porsche as they broadened the customer base and even
appealed to Porsche traditionalists who were seeking greater utility
than the sports cars. Their success with the new models lies in their
increased space, but also in the translation of the Porsche driving
experience to the larger vehicles as well as their provocative design.
So now comes the Macan.
The Macan will be a smaller SUV based off the Audi Q5 platform. This
puts the size among the smaller of the SUVs, competitive to the Q5 but
also the Volkswagen Tiguan, Range Rover Evoque, BMW X3, and Mercedes
Benz GLK. Nobody will buy a small Porsche SUV for serious off-roading,
so just who is the target market and how will the vehicle be used?
In the 1950’s, ‘60’s and into the ‘70s, moms with kids favored the
old station wagons. Who can forget the fake contact paper “wood” on the
sides of those smelly, gas-guzzling sleds? In the 1980’s and ‘90s,
soccer moms moved to the ever-practical minivans pioneered first by Lee
Iacocca at Chrysler. Minivans gave way to SUVs. Soccer moms loved
their large Chevy Suburbans, GMC Yukon Denalis, Ford Expedition and
Excursions, Cadillac Escalades, and in their most extreme form, the
Hummer. And even dads liked these vehicles as they were comfortable,
spacious, macho, and could handle the occasional off-road duty. But gas
prices have largely killed this segment both economically and
politically. So that paved the path for mid sized SUVs and crossovers.
These vehicles have garnered the focus of manufacturers for their
utility and relative fuel efficiency. But lately they have received
more attention from automakers with more daring design and performance.
People looking for more utility than sedans or sports cars but with
performance and flair have flocked to this segment. The Porsche models
fit into this category.
Not a lot is known about the Macan at this stage. Porsche has
released a video teaser that shows active young men and women all
engaged in outdoor activities, and even the obligatory soccer mom with
two young boys. Expect the marketing and positioning for the vehicle to
be lifestyle focused. It is doubtful that the Macan will be viewed as a
serious utility vehicle. The Q5 is about eight inches shorter than the
Cayenne so expect the Macan to be similarly reduced. The height likely
will be three to four inches lower than the Cayenne and should sit
lower to the ground. Front seats will be the focus with plentiful space
and sport bolstering but the rear should be a kids-only domain with
room for two and a half. Pity the half. Cargo space will be minimal
with seats up but more utilitarian with seats down. But who seriously
buys a Porsche to transport stuff?
The design sketches look like a raised and shortened version of the
four-door Panamera. According to the sketches, the front and back ends
are typically Porsche. The side views are dominated by ultra large
wheels (likely to be right-sized for production), and a chopped
greenhouse (likely to be raised for production). So the final design
likely will look more like a baby Cayenne with a lower, shorter, and
more raked profile.
Who will buy the Porsche Macan?
The target will be young people who need more than a sports car but
can’t bear to move to a Ford Explorer or a Chevy Acacia and who can’t
afford the Cayenne or a Range Rover. They would prefer to be driving a
Cayman or Carrera but know they need space for the kids. With an
expected price in the $45-50,000 range, this should limit buyers to
active, wealthier 30-45 year old couples with young kids. How big is
this market? Not huge, but it is a gap for Porsche and large enough to
be worth spending a half a billion dollars to adapt a Q5. It’s
something to look forward to.
