Product position is the way consumers view the product based on its distinguishing attributes. A product's position is highly dependent on how the consumer perceives the product.
This commercial for the Porsche 911 starts off with a boy in school. He does not show much interest for the subject and stares out the window. He then sees a 911 Carrera driving by and can't stop staring. It is shown that the boy is also drawing a Porsche rather than taking notes. After class, the boy races out of the building and gets on his bike to ride to the Porsche dealership. Inside he is greeted by a salesman who shows him the new 911. The boy gets inside and can barely see above the steering wheel. He then exits the car and asks the salesman for a business card and promises to return in the future.
Porsche's positioning statement for the 911 series probably goes something like:
"To the passionate car enthusiast, the all new 911 Carrera is the sports car that defines who we are."
-Jorge Alegre, MKTG 301E