Over the past two decades, Porsche has experienced unprecedented success. When the German luxury sports car manufacturer entered the prestigious list of the 100 most valuable global brands in 2004 with a brand value of $3.6 billion, the world of branding was starkly different. At that time, Coca-Cola reigned supreme as the undisputed #1 global brand — a position it would hold until Apple’s ascent a decade later. Back in the day, Porsche’s marketing was mainly driven by classic advertising and printed catalogs. Fast forward to today: Porsche’s brand value has surpassed a staggering $17.4 billion, marking the newest highpoint on a steep growth trajectory, while the marketing landscape has transformed dramatically, with digital and social media becoming central touchpoints for all brand engagement.

As the pace of change has accelerated, Porsche has embraced this evolution, while maintaining its unique identity. The saying, “Only because Porsche always changed, Porsche remains Porsche,” captures the essence of this transformation. What distinguishes Porsche in the realm of brand leadership is its unparalleled ability to build lasting relationships with consumers — an achievement that has allowed the brand to remain iconic across purchasing cycles that can span up to 50 years.

“We have seen significant refinement in what the brand means for the business.”

Deniz Keskin, Director of Brand Management and Partnerships, Porsche

Evolution Without Losing Core Identity: The 911 as a Prime Example

Porsche’s ability to evolve while staying true to its brand core is best exemplified by the 911. For decades, voices in the automotive world have argued that the classic 911 could have remained unchanged, given its legendary status. However, Porsche has always believed in the importance of continuous innovation around its core product. The 911 has evolved over the years, ensuring that it remains a timeless luxury experience rather than slipping into a “retro” brand perception. This balance between honoring tradition and embracing innovation has kept Porsche relevant across generations.

But Porsche’s evolution extends far beyond the 911. Over the last two decades, the brand’s understanding of branding has undergone a significant transformation. Whereas in the past, the focus was primarily on marketing the product, today the Porsche brand itself has become a fundamental driver of consumer choice. Branding now plays a pivotal role in how consumers perceive price, differentiation, and value. The future of Porsche lies in a strong combination of its products and in the holistic experience it offers—a seamless integration of product excellence and brand narrative.

“Our customers choose Porsche because of the way the brand makes them feel. Of course, the quality of the product is an important pre-requisite, but the real sales argument is in that wonderful space between the rational qualities and the emotional value.”

Deniz Keskin, Director of Brand Management and Partnerships, Porsche

Staying Human-Centric: How Porsche Nurtures Consumer Relationships

At the heart of Porsche’s success is its ability to remain deeply connected to the human side of consumer decision-making. Customers are not just buyers — they are individuals with evolving desires and motivations. Porsche’s brand management operates as a sensor, constantly gathering insights to understand these shifts and translate them into meaningful brand experiences.

A key aspect of Porsche’s long-term brand strategy lies in its recognition of the unique nature of its purchasing cycles. For many, buying a Porsche is a lifelong aspiration that can span up to 50 years.

Porsche knows that its audience often falls in love with the brand at a young age, so it creates touchpoints — like Porsche’s presence in video games — to capture the imaginations of younger consumers. As these potential customers grow older, Porsche shifts its focus to building brand affinity through new channels, such as Porsche Studios, which allow consumers to engage with the brand in non-sales-driven environments. These studios emphasize familiarity and connection over time, helping keep the brand top-of-mind, even when a purchase is not imminent.

While Porsche can’t dictate when a consumer is ready to make a purchase, it excels at staying close to its customers along the way. This long-term relationship-building has been key to expanding Porsche’s product portfolio beyond the classic 911 and Boxster. By introducing models like the Cayenne and Panamera, which cater to families or those with different lifestyle needs, Porsche has successfully broadened its appeal to new audiences.

“Daily business in brand management is to be the sensor of how human desires and motivations are changing to inform evolution and change”

Deniz Keskin, Director of Brand Management and Partnerships, Porsche

The Next Chapter: Evolving for the Future

Having just celebrated the 75th anniversary of Porsche sports cars, Porsche is a brand with a refined and purposeful identity. This identity is centered on the idea of enabling people to achieve their dreams. As Porsche looks ahead to the next 75 years, the brand’s purpose will remain central, but its approach to communicating that purpose will continue to evolve, adapting to new technologies, consumer behaviors, and cultural shifts.

An ad from the 1970s captures Porsche’s unique appeal: A Porsche 911 is pictured next to a bus, with every passenger gazing longingly at the car. The tagline reads: “Nobody needs it, but everyone wants it.” This sentiment rings as true today as it did then—Porsche is not just a car; it’s an experience, a lifestyle, and a symbol of aspiration. As the brand moves forward, Porsche will continue to evolve, staying true to its core while nurturing lifelong relationships with its consumers.