Porsche ChallengeLaunching New Energy Vehicles in China

Challenge: Formulate an implementable launch strategy for the New Energy Vehicles in China

1. Analyze the NEV landscape in China.
2. Propose a competitive offering around and outside the Porsche vehicle especially for the China market.
3. Study NEV product launches in China and identify success factors to appeal to the local audience.
4. Develop a strategy for Porsche to launch a NEV in China, including brand positioning, product positioning, target group, pricing range, and related marketing efforts.

Procedural Considerations from Porsche

1. Student applicant interview/selection
2. Signing of a non-disclosure agreement with Porsche China by the students and relevant Berkeley faculty members

Corporate Sponsor & Mentor

• Executive – Sheng Tantzscher, Chief Financial Officer, Porsche China
• Project Contact – Janice Tsang, Head of Innovation, Porsche China