Porsche Defines Its Design DNA: Hero, Rebel, Creator

Porsche has officially codified its design identity, distilling its essence into three core archetypes: Hero, Rebel, and Creator. This strategic move, spearheaded by Michael Mauer, aims to provide a clear compass for the brand's design language across all touchpoints, ensuring a consistent and compelling customer experience.

The Archetypal Framework

Porsche's design strategy now centers on three archetypes derived from Carl Jung's psychological model. These archetypes, supported by key terms, encapsulate the brand's personality and guide future design decisions.

• Hero: Embodies courage, strength, and perseverance, with the guiding principle of "Focus." This archetype highlights Porsche's commitment to performance and unwavering dedication to its goals.

• Rebel: Represents the tension between tradition and pioneering spirit, characterized by "Tension." This reflects Porsche's ability to innovate while respecting its rich heritage.

• Creator: Symbolizes passion, technical precision, and visionary thinking, driven by "Purpose." This archetype underscores Porsche's dedication to engineering excellence and forward-looking design.

Ferdinand Alexander Porsche's Vision

The foundational philosophy for this design sharpening traces back to Ferdinand Alexander Porsche, the grandson of the company's founder. His visionary approach recognized design as a critical factor in brand identity and success. His creation of the iconic 911, a symbol of perfect form and aesthetics, laid the groundwork for Porsche's enduring design legacy.

The 911 Turbo S as a Design Embodiment

The new 911 Turbo S serves as a tangible illustration of these sharpened design criteria. It embodies the "Hero" archetype through its powerful stance and design elements that amplify its turbo performance, emphasizing "Focus." As a "Rebel," it pushes boundaries, evident in its distinctive silhouette and the continuous evolution of its iconic design, capturing "Tension."

Furthermore, the 911 Turbo S exemplifies the "Creator" archetype through its innovative engineering and design culture. Details like central locking wheels and active aerodynamic elements showcase the "Purpose" behind its functionality, demonstrating a clever integration of form and performance rather than mere aesthetics.

Style Porsche: The Design Hub

Style Porsche, the brand's design department, comprises approximately 150 employees who utilize a blend of traditional sketching, clay modeling, and cutting-edge digital tools, including software from the gaming industry. The modern design studio in Weissach fosters transparency and interdisciplinary collaboration, ensuring a holistic approach to Porsche's design future.