At the beginning, we took time to reflect on where we came from and, above all, where we want to be.
One thing was clear. To be able to build the new 911, we would need to find the right answers. What is it that defines us? The engineering credentials as suggested by the ‘Dr. Ing.’ in our company name, certainly. More than 28,000 racing victories, definitely. Not just feats of heroism any longer, but responsibility for the future of the sportscar and for the environment. Then there is our reputation as an iconic sportscar manufacturer. However, this reputation means nothing unless we continue to breathe new life into old ideas. For us, heritage and future are inseparably linked. Of course, we could simply have made a capable sportscar, but this wouldn’t have been a Porsche, and certainly not a 911.
Our identity is the 911. This is especially true, even in the 21st century. Instantly recognisable and originally engineered for the racetrack, it continues to stir the emotions today, just as it did in 1963.
Yet, is that enough to move forward? Above all, is it enough for you? Don’t we need to break the stranglehold of tradition once in a while before it one day stifles innovation altogether? We believe that the answer is ‘yes’, which is why no fewer than 90% of the components of the 911 are either new or have been fundamentally revised. This is our approach to the preservation of tradition. It is precisely how we respond to the passion for the sportscar and do justice to the 911 legend, and always with tomorrow in mind.
We have achieved this with a brand new design and a longer wheelbase, with refined engines that consume less fuel but deliver more power, with efficiency-enhancing technologies such as auto start/stop, thermal management and electrical system recuperation, with an intelligent lightweight body that uses a composite blend of aluminium and steel and a new hood concept on the Cabriolet models, with a suspension derived from motorsport, and with a progressive interior designed for sporty comfort.
All of that is what defines us. In short, it is the way in which we combine tradition and innovation, performance and everyday practicality, form and function. For us, these are not contradictions, but our motivation. We are referring to Intelligent Performance.
Our identity can be accurately described by many words, and by one number. The new 911. Porsche identity.