For it’s not the technical details that constitute the identity of the 911—just like it’s not the individual planks that determine the identity of the ship. The key is to retain an authentic essence. And I know of no other car that, despite all the changes in technology and design, has remained as constant as the 911.

The same is true for our brand and our company. Change is occurring rapidly all around us. Our customers are shifting their expectations of our sports cars and of mobility in general. We obviously need to anticipate these developments and incorporate them into new, future-oriented products and services. But does that mean we stop being ourselves as Porsche? No, because the essence of our brand has made us what we are today and what we will be in the future. Our uncompromising and clearly recognizable identity will persist even if everything around us changes. Success in innovation means continually questioning everything without losing proven structures, basic properties, and identity. If there’s anything that we at Porsche are especially good at, it’s that. Whether with electric or conventional drive systems, whether offering pure driving pleasure on racecourses or autonomous, connected locomotion in cities, whether as a sports-car maker or a provider of innovative services—Porsche will always remain Porsche.

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