1 Peter Schutz continues 911 production (1981)
The most iconic moment concerning the 911 and its decorated history took place in a little office on Porscheplatz. The American, Peter Schutz, had been appointed CEO of Porsche in 1981, with little experience in the automotive industry. It took little experience, however, to realise that Porsche at the time was heading in the wrong direction: the company had planned to ditch its 911 in favour of the 928 transaxle programme, and had also pulled out of Le Mans.
And so the story goes that, in early 1981, Schutz held a meeting with senior figures on Porscheplatz. Mounted on the wall was a production timeline for each model. It showed that the 911 would cease by the end of the year. Schutz took a pen and extended the 911’s line not only to the end of the chart, but along the wall and indeed, around the corner. The message was clear: the 911 had been at the core of the company of nearly 20 years, and would remain a key component of its future.
As Total 911 has documented from contemporary accounts over the years, staff morale was boosted immediately, who had previously not believed in the viability of the transaxle cars to carry the company forward. A 911 Cabriolet was soon revealed for 1982, followed by a new 911 in the 3.2 Carrera. By the end of the decade, a new and innovative 911 would arrive in the 964 with all-wheel-drive (although Schutz wouldn’t be around to welcome it, having parted ways with Porsche in 1987), and the company would once again be producing a lightweight special in the 3.2 Clubsport. The march of the 911 continued unabated, right up to the present day.
Sure, one could argue the 911’s inception in 1963 could be considered the most iconic moment in the car’s history. Yet back then this was just another car being launched; nobody at the time could feasibly foresee production continuing some 60 years later. However, by 1981 the 911 had already cemented its iconic status at Porsche, having been in production for 18 years, and delivering notable success in competition, on track and terrain.
The 911 was king, but its future at Porsche was uncertain. Therefore, Peter’s actions are considered to carry a far greater significance in not killing off an icon, but ensuring it would flourish, and the many brilliant new cars since – from the GT3 RS to the Sport Classic, to the Dakar, to the GT2 – wouldn’t be here had it not been for Schutz’s bravery in the early 1980s. The rest, as they say, is history.
“Many brilliant new cars since… wouldn’t be here had it not been for Schutz’s bravery”