This comment is provided by Farooq Yaqub, automotive and mobility expert, chartered engineer and member of the IET’s Council.
Growing up, many people warmly remember the freedom of learning to ride a bicycle and travelling longer distances.
This feeling of excitement, especially coasting downhill, doesn’t fade as we get older; it simply shifts gears or changes lane. Think of car enthusiasts who develop a desire for performance, from hot hatches to supercars. While European and global legislation pushes for electric vehicles (EVs), manufacturers often miss a key question, drowned in short-term financial obligations: what do customers really want?
Different consumers have different priorities. It’s crucial for product positioning to align with the target audience, from a small city car to an off-road adventure and everything in between. Porsche, a niche sports car manufacturer, understands this and more specifically what its customers want. It’s pivoting its strategy and reinvesting in engine...
