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Roadfly Magazine
Issue Four
Table of Contents

Past Issues Index
Roadfly Magazine
click to enlarge
Issue Four
Jan. 6, 2003
LA Auto Show
LA Auto Show Photo Gallery
Mission MINI

Porsche Cayenne Introduction
Maybach Introduction
2003 Jaguar S-Type Road Test
Coming Next Issue
Detroit Auto Show
Nav-TV Interview
Bose Headphones

2003 Los Angeles Auto Show: Porsche Cayenne Unveiled, continued

White Porsche Cayenne S

Black Porsche Cayenne Turbo

Silver Porsche Cayenne Turbo

Click here,
over 100 photos
of the Porsche Cayenne
at the LA Auto Show

The Presentation.

The video played for about two minutes - it was packed with footage of the Cayenne traversing very diverse environments from around the world, including snow, ice, desert water and racetrack terrain. The video was so captivating that I didn't notice Porsche North America CEO Fred Schwab making his way to the podium; as the video ended, Mr. Schwab proclaimed, "The obvious question asked by so many since we announced we would build the Cayenne was... why?"



He proceeded to answer the question by stating there was little question that the concept of the Sport Utility Vehicle is here to stay and that it represents the fastest growing segment of the automotive market. He called the Cayenne a "conquest vehicle" that was undoubtedly the most technologically advanced vehicle while remaining driver friendly and fun. He touted the Cayenne's safety features, and made mention that most Porsche owners own SUV's (or are in the market for a SUV). He resolved the 'why' question with perhaps the most telling fact - the SUV market delivers a steady and predictable demand curve, which translates to increased stability for Porsche and Porsche dealers alike. Perhaps even more curious was that he made mention that the Cayenne would allow Porsche to remain "independent" - we can only speculate as to what that may have meant.

Schwab spoke for about 10 minutes, covering topics like dealer involvement (voluntary facility upgrades, improvements and their dedicated commitment to building the Porsche brand) and technical specs. Part of his presentation included "before and after" photos of select Porsche dealerships - the "transformed dealership" drew a round of laughter from the audience...the before picture of this particular Porsche dealership bore a strange resemblance to the old A-framed IHOP's. Without looking at the screen, Schwab commented, "I know what you're looking at," and chuckled out loud.

The music began to crescendo and Mr. Schwab paused for just a moment as a second Porsche representative approached one of the covered vehicles. And with one swoop, we were presented with the Cayenne S.


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