Re-in­vent­ing Porsche in a fastchang­ing world


Business Day - Motor News - - MOTOR NEWS -

courage to make changes and the courage to pave our own way to the fu­ture. In volatile times like these, it is cru­cial to project a clear, un­mis­tak­able iden­tity. But how can a brand stay au­then­tic and unique when it must con­stantly adapt to an en­vi­ron­ment evolv­ing at a rapid pace? How is re­newal pos­si­ble without a loss of iden­tity?

If we ap­plied this ques­tion to Porsche it would be: which is the real 911? Is it the orig­i­nal 911 from 1963? Or is it the one­mil­lionth 911 that rolled off the pro­duc­tion line in Zuf­fen­hausen in mid-2017?

Over the years we have con­sis­tently re­de­vel­oped the 911 and con­tin­u­ously sup­plied it with new, in­no­va­tive tech­nolo­gies. Not one com­po­nent in to­day’s 911 is iden­ti­cal to those in its 1960s coun­ter­part. But de­spite this, the es­sen­tial core of our sports car icon has re­mained the same for more than 50 years.

The iden­tity of a 911 is not sim­ply de­fined by its tech­ni­cal de­tails. What mat­ters is that a thing re­mains true to its na­ture. And I don’t know of any car that, de­spite all the changes in tech­nol­ogy and the spirit of the time, has re­mained so true to its na­ture as the 911.


Since my fa­ther, Ferry Porsche, fin­ished the first Porsche sports car with his small team 70 years ago, count­less peo­ple have added to and kept the “Porsche leg­end” alive with their daily work. To­day, our com­pany em­ploys more than 30,000 highly qual­i­fied and highly mo­ti­vated em­ploy­ees who are work­ing to­gether on the ba­sis of a unique cor­po­rate cul­ture to shape the pre­sent and the fu­ture of Porsche.

Suc­cess­ful in­no­va­tion means re­peat­edly chal­leng­ing every­thing without los­ing the proven struc­ture, the ba­sic char­ac­ter­is­tics, the iden­tity, along the way.

Whether elec­tric or con­ven­tional drives, whether pure driv­ing plea­sure on the race track or net­worked, au­to­mated driv­ing in the city, whether a sports car man­u­fac­turer or an in­no­va­tive ser­vice provider — Porsche will al­ways be Porsche.

Wolf­gang Porsche and the iconic 911 Turbo.

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