That Golden Emotion: 911 Embodies The Virtues Of Cutting-Edge Form

A full and clear view of a Porsche 911 engenders desire. Want one. Need one. It awakens a passionate urgency—for immediate possession, even for seizure—kept under control by the strictures of civilization. The pulse accelerates, the basal metabolism rises and the gaze lifts to search for an open road and the sharpest sequence of curves. Just get in and get started. Start the engine, listen, feel—then, best of all, drive.

Driving A 911

Putting this driving machine into motion, sensing its responses, uniting with it, partaking of perfection; such is the essence of owning a 911.

The 911 is a car of both reason and seduction; it is a feast for all of the senses. Anyone whose knowing eyes have ever caressed the 911’s body, starting at the front with its accentuated fenders, continuing on over the subtle roof to the muscular curves of its rear; anyone who has experienced the intimate interior with its qualities of strength, control and austere luxury; anyone who has then immediately ignited the engine and heard its husky call. Everyone who has studied the 911 with all of his or her senses open and who has had the pleasure of driving a 911 will never be the same.

No one will go back into their infancy in a 911, but they will feel the happiness of carefree youth.

The 911 Principle

This principle has been working now for generations in accordance with a simple, basic formula. It is the art of being able to take this car from the 1960s and advance it in technical terms without changing its character. It is the art not of denying the march of technology. Technical progress is used as an invigorating element in the idea of the 911, yet in such a way that the car remains what it has always been; just as one still sees the child in the adult.

In the 911, Porsche shows that it knows how to find its own pace within an ever-accelerating spirit of progress, to retain its grasp of the emotions that a 911 evokes and to retain the harmony of its own character with the inherent element of originality.

This, of course, can work only if there are people who desire a product born of such features. In the universal world of business, they are known simply as customers. But in fact they are friends, bound by their shared nature.