Porsche's Ace in the Hole for Continued Growth

For Porsche, which aims for its 10th consecutive year of sales growth in Japan after extending its record to nine years through 2018, the trump cards are the new "911" and the EV sports sedan "Taycan," scheduled for release in early September. The Taycan represents a new era for the brand.

At the press conference for the new 911, Porsche Japan President Toshiyuki Shichijugo stated that Porsche is progressively installing rapid charging stations for use at Porsche Centers nationwide and public facilities, in preparation for the Taycan's debut.

Furthermore, Porsche plans to open a Porsche Experience Center in Kisarazu, Japan, in 2021. This will be the first such facility in Japan, joining existing centers in Los Angeles, Sylt (Germany), Le Mans (France), and Shanghai. These centers, equipped with circuits, low-grip courses, and off-road tracks, aim to provide broader opportunities for enjoying sports driving.

In a separate announcement, Porsche revealed it would host "scopes Tokyo," an independent exhibition targeting millennials—defined globally by Porsche as the next generation of customers—in Shibuya, Tokyo, in November. This event, themed "Resonance with Imagination," follows similar initiatives in Berlin and Amsterdam, marking Tokyo as the third city worldwide to host it. This replaces Porsche's traditional participation in the Tokyo Motor Show.

Page 2. Design: A Fusion of Tradition and Modernity

Design: A Fusion of Tradition and Modernity

In an era demanding vision and action for the future, how has the new 911, proclaimed a "Timeless Machine," evolved? First, let's consider performance. The newly adopted 3.0-liter twin-turbo flat-six engine boasts an increase of 30 hp and 30 Nm of torque over the previous generation, achieving a maximum output of 450 hp at 6,500 rpm and 530 Nm of torque between 2,300 and 5,000 rpm.

The body, now featuring a wider track common to both AWD and RWD models, utilizes aluminum extensively, reducing its weight by 12 kg to 240 kg compared to the predecessor, while simultaneously improving bending and torsional rigidity by 5 percent. Consequently, the Nürburgring Nordschleife lap time has been reduced by 5 seconds to 7 minutes and 20 seconds.

At the launch event, Shuichi Yamashita, a Japanese designer at Porsche AG, provided an explanation of the design elements.

The most distinctive exterior feature of the new 911 is the full-width, single-bar LED rear taillight. Additionally, the vertically oriented, aerodynamically refined high-mount stop lamp, aligned with the engine cover slits, is also striking.

Turning to the front, the matrix LED headlights, featuring 84 LEDs and forming the signature four-point design seen in recent Porsches since the "919 Hybrid," stand out. The cover lenses are slightly more upright than in recent models from the 996 generation onwards, designed to emphasize the fender line. Furthermore, the bonnet features two creases running down the center, adding a detail that pursues the essence of the "911 identity."

The interior also masterfully blends evolution with a return to its roots. Unlike the conventional design that emphasized vertical lines through a center console screen for infotainment, the new interior features a horizontal line motif inspired by the 1970s 911, and an overhang-style dashboard reminiscent of the 901 generation. The instrument cluster, however, has been fully digitized, with only the central rev counter remaining analog.

Advanced driver-assistance systems now include collision mitigation braking, Adaptive Cruise Control (ACC) operable from 0 km/h, and Lane Keeping Assist (LKA). A new addition is the "Wet mode," which automatically detects wet road surfaces and maximizes stability by adjusting drive power and chassis settings.

Vehicle prices are as follows: the 911 Carrera S Coupe is ¥16.66 million, the Carrera S Cabriolet is ¥18.91 million, the 911 Carrera 4S Coupe is ¥17.72 million, and the Carrera 4S Cabriolet is ¥19.97 million. How the new 911 will be received in the Japanese market is certainly worth watching.

• To the interview article with Shuichi Yamashita, Exterior Designer, Porsche AG