Porsche’s Head of Style, Michael Mauer, has shared further information about the development and design process of the brand’s electric performance SUV. The latest Macan being fully electric posed some challenges from a design standpoint. The newest model had to retain the brand image and familiarity created by its predecessors but still have enough differentiation to be considered a new model. More importantly, the car had to be instantly recognizable as a Porsche.
Mauer explained that achieving the appropriate balance was made possible by adhering to Porsche’s key design concepts: focus, aerodynamics, and purpose. “Essentially, you could say that these key terms describe what makes a Porsche product different – what makes the car a ‘Porsche essence’ experience for customers.
Within Porsche’s design context, ‘Focus’ relates to centering the driver at the heart of the experience. This characteristic comes to life in the driver-focused layout, where essential control buttons are placed close to the driver. Other examples include the elegantly curved floating screen for the driver and the ‘minimalism mode’ for the digital instrument cluster.
With continuously changing market trends, smaller brands may consider altering their design to meet the latest trends and demands. Mauer emphasized that a traditional and reputable brand like Porsche needs to strike a delicate balance between embracing new trends and preserving its heritage.
“The idea is to carefully consider trends and influences and also carefully consider if they fit the brand… in Asia, the digital elements in cars play a significant role – an overall design that is more joyful compared to the European perspective. What does that mean for Porsche? The result is that we very carefully consider these requirements. At the same time, I am strongly convinced that the reason why Porsche is cherished worldwide is because of the brand’s clear DNA and long-lasting tradition,” he added.
Mauer acknowledged the risk of being labeled outdated and old-fashioned. However, when we look at the iconic 911, which has been developed over six decades, most generations of the sports car have delivered a modern and timeless feel through this unique approach. Porsche always made mistakes by being conservative in its design. Even the latest Panamera (an entirely new model) doesn’t look much different from its predecessor.
If you’re wondering why the Macan EV doesn’t have a drastically different appearance from ICE-powered models, that’s an intentional move by Porsche, Mauer said: “Porsche is still Porsche – and even a Porsche electric is a sports car within that segment. From this perspective, it makes perfect sense that we don’t abandon the proven Porsche design DNA. Without revealing too much, the new Macan is clearly a Porsche – and a Macan – at first glance.” The Macan EV will be unveiled on January 25 in Singapore.
Sơn Phạm (forum.autodaily.vn)
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