words by Robert Turner

Brand loyalty. What every company hopes you have. They love this concept. Why? Big profits. It can be a status symbol like Louis Vuitton or Tory Burch or something simple like your basic “double no-whip-no-foam, skinny pumpkin latte” from Starbucks that you always order. We love what we love. 
So how far does brand loyalty take us? Here’s one idea: How about the never ending Ford versus Chevy or Chevy versus Mopar battle and all the possible permutations therein? There are some folks that swear by Toyota or Honda and will buy nothing else (members of my own family fall into one of these two camps). Ever try having an automotive conversation with any of these people? Take a Ford guy for instance: “Don’t even get me talking about Chevy, because you know, those cars suck.” Personally I find those people very open minded, as long as you stick to how great Ford products and how sucky Chevy products are, that is. This is just an example, I’m not picking on anyone here. Not me.

"It was an awful car and taken as a singular ownership event, should have scared most people (namely me) away from Porsche forever."

So do German cars fall into this brand loyalty trap? Hell yes! BMW guys? Check. Mercedes guys? Check. Audi guys? Ah, I think you get it—check please! And Porsche guys? Well we are probably the worst, at least when it comes to brand die heart’edness. Come on, as a group we are so loyal to our brand we even get into sub categories of brand fanaticism – as in air-cooled versus water pumpers or all fifty-three ‘924’ guys versus everyone else. 

So does that apply to you? Hmmm. You are reading this on a Porsche site right? And me? What do you think? Hate to pigeon hole into any particular category, but I gotta be honest with myself here; yes I am a Porsche-brand geek. Says so right on the shirt I am wearing right now, writing this piece: Drivers Education February 2003, Maverick Region PCA. Yeah, guilty as charged. 

My own Porsche adventure started early, a really terrible (or terribly rusted) 914 I drove in college. It was an awful car and taken as a singular ownership event, should have scared most people (namely me) away from Porsche forever. But then something magic happened. It was 1990, I was recently married. So one Saturday morning, as me and my bride read the local newspapers—just to set the stage here, my wife loves to read the paper cover to cover, she still does—she looked up from her paper and asked: “Is $14,000 for a 1987 Porsche 944S with low miles a good deal?” I put down my section of the paper. She had just totally captured my attention. Brand loyalty was about to strike again!

And on that exhaust note, see you next time.

Robert Turner is the author of The Driver, a series of six novels your editor in chief finds intoxicatingly engaging and superbly written; Book I— Decision and Book II— Training are currently available here. He also has a blog entitled My Life with Porsches. Robert can be contacted at pcarfan@gmail.com.


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