Doug DeMuro

And so, I remember at Porsche, when I worked there talking to some of these people about the early Cayennes, Porsche literally didn't know what to offer in an SUV to the point where they actually legitimately asked some of their American employees, do we need to offer gun racks as an option for the American market?

And so, I remember at Porsche, when I worked there talking to some of these people about the early Cayennes, Porsche literally didn't know what to offer in an SUV to the point where they actually legitimately asked some of their American employees, do we need to offer gun racks as an option for the American market?

They just didn't know. They literally, they were only building sports cars, and they just, they had no concept. No concept of, like, what people would want and what. The early Cayennes had an optional spare tire on the back, like Jeep Wranglers do. Like, you couldn't get that.

They just didn't know. They literally, they were only building sports cars, and they just, they had no concept. No concept of, like, what people would want and what. The early Cayennes had an optional spare tire on the back, like Jeep Wranglers do. Like, you couldn't get that.

The only ones were Land Rover, but they were focused so far on off-roading. But part of the reason the Cayenne was ugly when it first came out is because Porsche decided, we're Porsche, we're going to do it best. And so they come out with an SUV that is both amazing on-road and off-road. And the early Cayennes actually have an unbelievable off-road capability. They have a two-speed transfer case.

The only ones were Land Rover, but they were focused so far on off-roading. But part of the reason the Cayenne was ugly when it first came out is because Porsche decided, we're Porsche, we're going to do it best. And so they come out with an SUV that is both amazing on-road and off-road. And the early Cayennes actually have an unbelievable off-road capability. They have a two-speed transfer case.

They can go high-low gearing off-road. They have air suspension that can lift them up and lower them. They had all this off-road hardware that, like, you would never put in a luxury performance SUV now. But because Porsche didn't know what customers would want, they decided to give them everything. And so the result was, it was a big, bulky, heavy car to carry all this hardware.

They can go high-low gearing off-road. They have air suspension that can lift them up and lower them. They had all this off-road hardware that, like, you would never put in a luxury performance SUV now. But because Porsche didn't know what customers would want, they decided to give them everything. And so the result was, it was a big, bulky, heavy car to carry all this hardware.

And so it looked... It just wasn't... It wasn't executed that well from a styling perspective. But from every other perspective... It was a hit.

And so it looked... It just wasn't... It wasn't executed that well from a styling perspective. But from every other perspective... It was a hit.

Right. This was before the days of an Escalade even. Cayenne came out in 03. Escalade came out in 99. So it was, the Escalade was a hit.

Right. This was before the days of an Escalade even. Cayenne came out in 03. Escalade came out in 99. So it was, the Escalade was a hit.

And they were just, at that time, they were just Tahos that looked nice. Like now Escalade has become a real thing. But at that time, it wasn't. Porsche was really pushing into some new territory. It was a crazy decision.

And they were just, at that time, they were just Tahos that looked nice. Like now Escalade has become a real thing. But at that time, it wasn't. Porsche was really pushing into some new territory. It was a crazy decision.

And Porsche must have been thinking, hey, we've got all these customers who love our sports cars, and we have this brand name that's always been associated with performance. How else can we hook these people? Right, they have families. Right. And by the way, with those families, they're buying an X5. And it's like, why don't we...

And Porsche must have been thinking, hey, we've got all these customers who love our sports cars, and we have this brand name that's always been associated with performance. How else can we hook these people? Right, they have families. Right. And by the way, with those families, they're buying an X5. And it's like, why don't we...

So Pietsch is running Volkswagen at the time, comes out with the Touareg, which was Volkswagen's SUV. And that served as the basis for the original Cayenne. Really? Yeah.

So Pietsch is running Volkswagen at the time, comes out with the Touareg, which was Volkswagen's SUV. And that served as the basis for the original Cayenne. Really? Yeah.

That's right. They were built in the same place. And, you know, I think that goes back to the point you just made that Porsche, the SUVs, yes, you'd think you come out with an SUV, it destroys your brand credibility. We've seen this with Maserati come out with all these sedans and now nobody wants one.

That's right. They were built in the same place. And, you know, I think that goes back to the point you just made that Porsche, the SUVs, yes, you'd think you come out with an SUV, it destroys your brand credibility. We've seen this with Maserati come out with all these sedans and now nobody wants one.