New Porsche 356: Roots Revival Or Brand Dilution?

Car Magazine (UK) reports that Porsche is developing a mid-engined “budget” sportscar to compete with the Mazda MX-5, and sharing platforms with forthcoming Audi and VW versions. With Audi’s R4 having been canceled for competing too closely with Porsche’s Boxster and Cayman models, the new mid-engined platform is being developed to fight in the $35k-$45k segment. The Audi version will likely replace the TT, finally bringing RWD dynamics to its fashion-forward coupe, along with 220hp and 280hp performance trims. The VW version would pack smaller 1.2 and 1.4 liter engines, while details on a Porsche version are still forthcoming. Since an aluminum spaceframe is off the table thanks to high costs, the roadster/coupe could end up weighing as much as 2,200 pounds. So, should Porsche even be considering a version of this VW/Audi sportscar? Product strategy in the new Porsche/VW will be a tricky proposition for some time as the newly unified firm struggles to maintain brand appeal while leveraging its new partnership. For Porsche, the question goes to volume versus brand dilution, and the possiblity of bringing back the 356 brings this dynamic to the forefront. Would a baby-Boxster bring more fans into the Zuffenhausen fan club, or will it degrade the brand and cannibalize TT sales? As usual, the issue comes down to execution. If Porsche can offer a model with vastly superior dynamics than the VW version, it may be worth it. If the new 356 doesn’t differentiate itself enough from VW and Audi verisons, Porsche’s sibling rivalry could bring yet another challenge to the already-tenuous VW-Porsche anschluss.