Porsche owners are passionate about their cars, says Abigail Kampmann, CEO of Principle Auto Group, in San Antonio.
She saw that firsthand when she began offering a free service clinic at her dealership every Saturday during the financial crisis. Customers could go into the body shop, look at their vehicles on the lift and get an explanation from a technician about any issues. They loved it.
"The car is their No. 1 form of joy and fun for a lot of people," Kampmann said. "That's where they can express themselves."
In 2008, Kampmann was general manager of Porsche of San Antonio. She became CEO of Principle in 2014 but remembers the start of the recession vividly. It was the first month her Porsche store ever lost money. "Sales just halted," falling by half, Kampmann recalled.
Kampmann, 51 now, wanted to keep customers coming to the store, even if they weren't buying. She saw keeping customers engaged in the brand, educated about their vehicles and interested in future products as an important long-term marketing and sales strategy.