Doug DeMuro: uncertainty

Transcript context

…I think for a long time, that expressed itself in reliability of Porsches relative to other luxury car manufacturers. Today, is that as much as reliability, as much an advantage for Porsche as it was in the past relative to other things? Supposedly, reliability is still excellent based on the JD Power studies and all that. The question of whether it's actually important for people making decisions by the cars, I'm not so sure. How many of those SUV customers are leasing and don't really care if things stays reliable? I don't know. There is some component of quality that you just feel. It's certainly true. You get in a BMW or Mercedes-Benz, it's just not as nice. It's not the same. You have this feel. It's certainly more special. There's a specialness to it. Okay, moving through them, branding. Yes, obviously. Especially if you're trying to enter any space and compete with a luxury brand, you don't have the heritage. There's just no way that you have the 75 years of people believing in your brand, and thus willing to pay extra margin dollars for it. That's the obvious one.…

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