Text by José Barros Rodrigues, Centro Porsche Faro Manager
60 years ago, Porsche took a huge step forward thanks to the commercial launch of the new 911 – which had been presented the previous year as 901 at the main international exhibitions of the time. Launching a new model was very risky in a brand that had a monoculture policy based on the 356 until then. In practice, Porsche’s managers clearly opted to maintain a clear concept continuity. It is true that the design was new and very attractive, and the unit body was an absolute première, but many of the prerogatives that had made our brand a benchmark among sports manufacturers remained intact: the air-cooled boxer engine placed behind the rear axle and the Coupé configuration with two small rear seats. The 911 had a six-cylinder boxer engine with a capacity of 2.0 litres. However, right from the start, the sales department demanded to continue offering a version with the four-cylinder 1,6 litre boxer engine from the last 356: the 912 was born. It ended up being the best-selling version from April 1965 – when it was launched – until 1968, when the 911 would finally overtake the sales performance of the 912. In fact, structural changes in a manufacturer’s offer are always a critical moment in its historical trajectory, and they involve a number of risks that have to be monitored and controlled with extreme care.
Today, 60 years after the 911 start of production, the paradigm of the automotive industry is changing at an incredible rate and 100% electric motors are inevitable in order to reduce the level of emissions for which it can be blamed. In 2024, Porsche will offer its second completely electrical model, the new Macan. In short, this new vehicle is fully in line with market research, which consistently shows that customers want electric cars to meet the main criteria of longer range, faster charging and prices comparable to vehicles equipped with combustion engines, as well as batteries with greater power, safety and longevity. The new electric Macan fulfils all these requirements and seems well prepared for the new challenges that awaits it. And we’ll soon have it available for our customers.
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