A brief history

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Ferdinand Porsche played an important role in the development of airplanes and racing cars, and the construction of tanks for the Wehrmacht. He was an automobile engineer with more than a thousand patents to his name and is known for creating the most famous ‘people’s car’ in the history, Volkswagen Käfer. Porsche was appointed chief engineer at Mercedes-Benz in Stuttgart in the 1920s. Later on, he set up his own engineering workshop and designed among others the Volkswagen.

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At the plant where Volkswagen was made, in Wolfsburg, he was chief of operations and at the end of the war he was interned by the Allies.
He was released a few years later and started building his first car with his son, Ferry Porsche. The car was named the Porsche 356 and it was a sports car and a reminiscent of the Volkswagen. It had the same four-cylinder boxer engine that was rear-mounted, just like the VW. It was far from being a powerful sports car, developing only 40 bhp and a maximum speed of 87 mph (140 km/h).

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First produced as a convertible and later as a hard top it distinguished by the very elegant and innovative body. It was developed in the workshop of Erwin Komenda, a master of restrained streamlining who had been in charge of sheet metal and design techniques at Porsche since the VW Beetle. The new style of closed coupe was designed by Komenda and it soon became the embodiment of the sports car, thanks to its fastback. This tradition was continued by Komenda and Ferdinand “Butzi” Porsche, the founder’s grandson, with the 911.

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The 911 became easily recognizable: it had attractive sloping hood and what later became characteristic “frog eye” headlights, curves running from the top edge of the windscreen to the rear bumper and a straight waistline. From a functional and technical point of view it was more like BMW 1500, although it retained the stylistic features of the original Porsche. The new 911 will become the foundation stone of Porsche’s identity, even though the design was not always appreciated.

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During the 1970`s and 1980`s, the designers attempts to distance Porsche from its legendary design brought the company to the edge of disaster. The more modern 924 model, “a people’s Porsche”, developed with Volkswagen, as well as the 928 were far from fulfilling the expectations.

In the 1990`s, the company realized that what for over twenty years was perceived as a straitjacket, it was in fact a market advantage. During the 1990`s, Porsche became highly profitable since they now knew that the typical Porsche features were timeless. Nearly forty people now worked in the design department on further developments of the long-running 911. These developments included the 911 GTI, a powerful combination of sports and racing car, put forward by the in-house designer Anthony R. Hatter. In 1999, chief designer proudly presented the new Boxster which enabled Porshe to establish a second independent range of models.

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Almost a century after its founder started designing automobiles, Porsche is still going strong and that’s the result of a premier cure for a mid-life crisis similar to Harley – Davidson. Porsche’s lineup now includes five main model lines: the 718 (Boxster/Cayman) models, the 911 models, Panamera, Macan and Cayenne SUV. And if these vehicles are too expensive, Porsche also offers watches, luggage, and tennis rackets bearing its name. Descendants of the founding family still control the company and these days it has enlarged its area by offering consulting services to other companies involved in auto and furniture manufacturing, mechanical and electronic engineering, and construction.

Over the years, Porsche transformed itself from serious money-loser into one of the most profitable car companies in the world, all this while other car manufactures toil over cash incentives, market share and strategies for the Chinese market. Porsche has constantly rolled out new products and despite the costs and risks is has quadrupled its annual unit sales in just under a decade. So far, the key of their success seems to be the long product life cycles and the company intends to maintain this strategy.