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