How Porsche Leverages Cutting-Edge Tech to Create the Ultimate Driving Machines
Porsche has long been synonymous with automotive passion, performance, and prestige. But in the 21st century, the legendary German brand is also emerging as a leader in digital innovation. From the design studio to the factory floor to the open road, Porsche is leveraging advanced technologies to redefine what‘s possible with the automobile.
Porsche‘s embrace of digital tech should come as no surprise. After all, this is the company that revolutionized sports cars with such innovations as the first tubular space frame (550 Spyder), first rear-engine Grand Prix car (Auto Union Type 22), and first dual-clutch transmission (962). Today, Porsche is applying that same spirit of engineering to the digital realm.
Digital Design and Engineering
It all starts with virtual design and development. Porsche uses cutting-edge CAD software and VR systems to create, test, and refine new vehicles entirely in the digital space. Engineers can perform millions of virtual test miles and crash simulations before the first physical prototype is ever built.
According to Porsche‘s Head of Design Quality Christian Braun, this digital design process "allows us to save a huge amount of time. We can discuss the design with the aerodynamics experts, with the engineers, and find the right solutions" [source].
Porsche is also pioneering the use of artificial intelligence and machine learning throughout vehicle R&D. For example, Porsche engineers are training neural networks to automatically detect and classify road damage and hazardous situations. Eventually, this technology could be used to create smarter, more responsive safety systems [source].
Intelligent Production
Porsche‘s digital innovation continues into production. The company has invested heavily in Industry 4.0 technologies like robotics, Internet of Things (IoT) sensors, and big data analytics to create a more intelligent, connected factory floor.
At the heart of this effort is the Porsche Production 4.0 system. It networks smart machines, logistics, and employees to enable previously unheard-of levels of flexibility and precision. Autonomous guided vehicles transport parts and tools to the right place at the right time. 3D printers produce on-demand components and spare parts. And technicians use augmented reality glasses and tablets to access real-time build data and instructions [source].
The results speak for themselves. Porsche factory productivity has increased 6% year-over-year since 2016, while production volume has surged by over 60% [source]. Porsche can now build highly customized vehicles with near mass-production efficiency.
Powertrains of Tomorrow
Of course, no discussion of Porsche technology would be complete without mentioning powertrains. Porsche sees vehicle electrification as key to its future and is rapidly expanding its plug-in hybrid (PHEV) and battery electric vehicle (BEV) offerings.
The Panamera and Cayenne are now available with PHEV powertrains that deliver up to 690 system horsepower and 50+ km of electric range. On the BEV front, the trailblazing Taycan sedan is winning rave reviews and poaching customers from Tesla. Capable of charging at up to 350 kW, the Taycan can add 100 km of range in as little as 5 minutes [source].
By 2025, Porsche aims for 50% of its global sales to come from PHEVs and BEVs. And by 2030, that figure will rise to 80%, with the legendary 911 as the brand‘s only remaining pure internal combustion model [source].
Connectivity and Software
Porsche is also staying at the forefront of the in-vehicle connectivity and software revolution. The Porsche Communication Management (PCM) system, now in its sixth generation, is one of the most advanced infotainment platforms on the market.
PCM 6.0 features a sleek touchscreen interface, wireless Apple CarPlay and Android Auto, integrated Spotify and Apple Music, and natural language voice control. An embedded navigation system with real-time traffic data and 3D satellite mapping comes standard. And the Porsche Connect app provides remote vehicle access, status monitoring, and trip planning [source].
Over-the-air (OTA) software updates allow Porsche to continuously evolve and improve PCM‘s functions based on customer feedback and driving data. The 2022 model year Taycan, for example, received an OTA update with enhanced powertrain efficiency, faster charging, and additional range [source].
Looking ahead, Porsche aims to develop more of its vehicle software in-house and transition to an agile, customer-centric development model. The company recently opened a software development center and plans to invest over €500 million in digitalization by 2025 [source].
The Numbers Game
Porsche‘s investment in digital transformation is paying off in a major way. Despite the COVID-19 pandemic, Porsche delivered 272,162 vehicles globally in 2020, just 3% fewer than the record 280,800 sold in 2019. Taycan deliveries totaled 20,015 in its debut year, making it the third best-selling Porsche model behind the Macan and Cayenne [source].
Porsche also continues to lead the luxury car segment in key metrics like sales per dealership, customer loyalty, and resale value. Over 70% of all Porsches ever built are still on the road today. And in a J.D. Power survey, Porsche ranked as the most appealing premium brand for a record 17th consecutive year [source].
| Metric | Value |
|---|---|
| 2020 Global Sales | 272,162 |
| 2020 Taycan Sales | 20,015 |
| Porsches Still on Road | 70%+ |
| J.D. Power Brand Appeal Rank | 1 (17 years) |
Digital Destiny
As the automotive industry evolves at a rapid pace, Porsche is staying ahead of the curve by prioritizing digital innovation across its business. From virtual engineering to intelligent production to electrified, software-defined vehicles, Porsche is leveraging technology to enhance its core DNA of performance, quality, and driving pleasure.
At the same time, Porsche knows that digital technology is merely an enabler for its brand, not the essence. "Shaping the future of the sportscar is the theme of Strategy 2030," says Porsche AG Board Member for Finance Lutz Meschke. "The DNA of the Porsche brand will become even more visible within our products in the future" [source].
In other words, no matter how advanced Porsche vehicles become, at their heart they will always be… a Porsche. And for automotive enthusiasts around the world, those three syllables make all the difference.
