If the Apollo Gumpert had better marketing, could it have saved the company?

Question

The company behind the Apollo, Gumpert, filed for bankruptcy in 2013 despite creating a car that could easily run circles around the competition. Praised for its speed and handling, unfortunately the Apollo never went into widespread production or sales success. This makes me question the position of marketing in the supercar industry. Was the Apollo a failure because it wasn’t promoted enough or was there more to the story? Think about the supercar market, the brand image and the problems of small specialized manufacturers. Could another marketing approach have saved Gumpert or were the company's fate beyond its own control?

@piyush-pah · Accepted Answer

Most buyers found the car too extreme. To bring in steady revenue, they needed a more accessible model.

@pramod-kum · Answer

Maybe better marketing would have drawn more investors, who could have given them enough runway to develop more models and stay alive.

@nakul-pahw · Answer

They should have gone harder with the 'ugly but fast' angle. It's unique, so embrace just that and make it a selling point.

@anika-agra · Answer

The Apollo was too niche. There is only a limited market for track focused supercars at that price point even with great marketing.

@rajat-manc · Answer

They wouldn't have been saved by marketing alone. However, to compete with established brands, they required a wider range of products and a better dealer network.

@rahul-sahu · Answer

I think it was just the timing. The pair launched just before the 2008 financial crisis, which came as a hard blow to the luxury car market.

@agha-saqui · Answer

Better marketing would have helped, but let’s be real, that design was always going to be a hard sell, no matter how fast it was.

If the Apollo Gumpert had better marketing, could it have saved the company?

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