Mr Mauer, with the Taycan there will soon be a Porsche on the market that is like no other before it. This marks the dawn of a new era in many respects – also in terms of design?
It was indeed one of the most exciting yet challenging tasks, simply because there was nothing to build on. Still, we didn’t start from scratch because we knew that this new model had to be recognisable as a Porsche at first glance – in other words it had to embody what I call brand identity. With the…
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