What is potential product?

A product is the complete package that the customer receives by purchasing the item/service. This experience is broken down into four levels. The first level being the core product that is the actual product feature and attributes, for example a car. The next level is the functional product that is how it performs; following the example, the speed of the car, the design of the car, etc. The third level is the augmented product which is additional perks to the product; such as GPS navigation systems for the car, a website that provides consumer with tips for keeping their car in top shape or extend the life, etc. Finally your question, the last level is the potential product which is the true solution that customers are seeking when they buy the product/service, which is the convenience or ability to get to places quickly and hassle free for the car.