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Eberhard Weiblen, Chairman of the Executive Board, Porsche Consulting

Economic success and sustainability belong together

Stuttgart. Porsche Consulting GmbH is expanding its consulting services for sustainability issues and strengthening its own efforts in the field. “Sustainability is becoming a decisive factor for the competitiveness of companies around the world and across all industries,” says Eberhard Weiblen, Chairman of the Executive Board of Porsche Consulting. “Economic success and the transition to a sustainable society are mutually dependent. Climate change can only be stopped through responsible business practices and innovative technologies. We not only help our customers master this transformation but also want to provide a good example ourselves,” says Weiblen.

Eberhard Weiblen, Chairman of the Executive Board, Porsche Consulting

Eberhard Weiblen, Chairman of the Executive Board, Porsche Consulting

The subsidiary of Porsche AG has set itself ambitious targets for reducing its carbon footprint. Emissions that cannot be avoided are offset by other measures, enabling Porsche Consulting to operate climate-neutral since 2020. “But we want to take it a step further and reduce our emissions by at least 25 percent by 2025,” says Weiblen. The goal is to reduce emissions step by step with a series of measures.

Business trips are to be substantially reduced and commuting minimized through greater use of mobile working options. Roughly a quarter of consulting activities will be permanently shifted to virtual collaboration scenarios using state-of-the-art digital technologies. Cost savings due to avoided travel will be passed on directly to the client in full. To avoid long commutes, consultants will also be deployed as close as possible to where they live. An algorithm will be used to determine the ideal team composition for each project, with location being one of the factors. Moreover, the management consultancy will fully convert its business car fleet to electric and hybrid vehicles by 2025.

“We achieve our greatest impact in terms of sustainable business practices together with our over 200 clients per year,” says Birgit Engler, who as a partner at Porsche Consulting has advised numerous companies on the development of sustainability strategies and their implementation. “For many companies, the transition to sustainability represents a huge effort, but one that pays off. The greatest possible energy efficiency and the sparing use of resources promote value-creating growth and thus the long-term success of the company,” says Engler. This approach not only enables cost savings, but also enhances customer appeal, employee satisfaction, and the overall value of the company.

Birgit Engler, Partner, Porsche Consulting

Birgit Engler, Partner, Porsche Consulting

The management consultancy will also continue to assess and optimize its own sustainability performance. “Without the dedication of our employees, these advances would not be possible. They breathe life into our sustainability objectives and actively contribute to achieving them every day with their conduct and many good ideas,” says Eberhard Weiblen. In addition to environmental sustainability, Porsche Consulting also regularly supports social projects and pursues diversity in its own ranks. The company is committed to the Charta der Vielfalt, an initiative that promotes equal opportunity in the workplace, as well as the United Nations’ 17 Sustainable Development Goals, which aim to achieve economic, social, and environmental sustainability worldwide.

The climate neutrality of Porsche Consulting is based on direct and indirect emissions of greenhouse gases along the company’s entire value creation chain. It encompasses all three categories of the internationally recognized Greenhouse Gas Protocol GHG (Scope 1–3). This makes Porsche Consulting one of the leading actors among strategy consultancies worldwide. Unavoidable emissions are offset through the Kasigau Corridor environmental protection project in Kenya, which offsets more than one million metric tons of CO₂ per year. The project also focuses on wildlife conservation, environmental protection, education, and economic development in the region.

Porsche Consulting GmbH is among the top ten management consultancies in Germany. It is a subsidiary of the sports-car manufacturer Dr. Ing. h.c. F. Porsche AG, Stuttgart. Guided by the principle “strategic vision, smart implementation,” consultants help companies improve their performance and innovativeness. Clients range from multinational groups to mid-sized companies in the automotive, aviation and aerospace, and mechanical and plant engineering industries. Other clients come from the financial services sector, the consumer goods industry, retailing, and the construction industry.

Porsche collaborates with Balmain’s Creative Director Olivier Rousteing

As part of its communications approach for the current Panamera models, Porsche is working together with one of the most famous faces in the fashion scene.

This is none other than the Creative Director of the Paris fashion label Balmain, Olivier Rousteing, who is launching a video series on social media together with the sports car manufacturer. The series of videos focuses on Rousteing’s exceptional personal story.

Video series with the central theme “Drive Defined”

The short videos will be published on Porsche’s social media channels and Olivier Rousteing’s Instagram channel between the middle of March and the end of April. The central theme is entitled “Drive Defined” and relates to Rousteing’s powerful inner driving force. Many similarities between the fashion designer and the sports car brand also become clear here: Rousteing is renowned for repeatedly pushing boundaries. In this way, he has successfully guided the tradition-rich company Balmain into the young pop world in recent years and turned it into one of the most important Paris fashion houses.

“Olivier Rousteing is not just an authentic Porsche enthusiast, he is also a perfect fit for us with his desire to make Balmain a modern brand with the highest standards of quality and luxury,” says Jelena Batic who is responsible for the cooperation at Porsche. “Together, we explore his exceptional driving force in the films by examining the connection between the worlds of sports cars and fashion, which creates relevance for our existing customers, as well as for younger and female target groups.”

Fascination for Porsche since childhood

“I have a role in my world, to push the boundaries and to establish aesthetics, and a new world, the world that I want to live in,” says Olivier Rousteing, Creative Director at Balmain. “All of this fits perfectly with Porsche – a brand that has fascinated me since my childhood, and that stands for design and tradition combined with innovative strength.”

Olivier Rousteing was born in 1985 in a confidential birth and was later adopted from an orphanage. He grew up in Bordeaux, and then attended the fashion school École supérieure des arts et techniques de la mode (ESMOD) in Paris. In 2011, he started work as Creative Director at Balmain at the age of just 25 – the youngest person to take on this role at a Paris fashion house since Yves Saint Laurent.

The video series about the Porsche Panamera is a first step in the collaboration between Olivier Rousteing and Porsche. Further joint activities are being planned.

Porsche and TAG Heuer enter into strategic partnership

Porsche and TAG Heuer enter into strategic partnership

Stuttgart/La Chaux-de-Fonds. Porsche and the Swiss luxury watch manufacturer TAG Heuer have joined forces in a strategic brand partnership. Within the framework of the holistic and long-term alliance, the premium manufacturers intend to jointly approach both sports competitions and the development of products. As a first step, the partners unveiled a new watch, the TAG Heuer Carrera Porsche Chronograph.

Porsche and TAG Heuer enter into strategic partnership

Porsche and TAG Heuer enter into strategic partnership

“The strong friendship of our brand with TAG Heuer exists since decades and I am more than happy that we are now taking the next steps in the frame of a strategic partnership,” says Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG. “We bring together what our customers love the most about both of us: authentic heritage, thrilling sports events, unique life experiences and the fulfilment of dreams. We both strive to create some unique, magic moments for our communities. We now look forward to doing it together.”

Porsche and TAG Heuer enter into strategic partnership

Porsche and TAG Heuer enter into strategic partnership

“TAG Heuer and Porsche have common history and values, of course, but more importantly, we share an attitude,” says . “Like Porsche, we are disruptors at heart, always in pursuit of high performance. With this alliance, TAG Heuer and Porsche finally come together officially after decades of close encounters and will create unmatched experiences and products for customers and fans that are passionate about both our brands and what we stand for.”

Two histories – one passion
For over half a century, the stories of the two companies have intersected. Similarities of heritage can be traced all the way back to the entrepreneurs of Porsche and TAG Heuer. Edouard Heuer and Ferdinand Porsche were pioneers whose visions changed their chosen fields forever. Heuer was responsible for the first manufactured chronograph and Porsche constructed a new electric wheel hub motor. Both these accomplishments earned medals at World Fairs held in Paris 11 years apart. Heuer was honoured in 1889, the first Lohner-Porsche Electromobile with this innovation was presented at the Expo in Paris in 1900.

Porsche and TAG Heuer enter into strategic partnership

Porsche and TAG Heuer enter into strategic partnership

The true cornerstones of today’s partnership, however, are descendants of the brands’ founders. Ferdinand Porsche’s son, Ferdinand Anton Ernst or “Ferry”, joined his father’s engineering office in 1931 at the age of 22 and founded the car brand that bears the family name in 1948. Within a few years, the name of Porsche would be inextricably linked with race track success all around the world – including a class win in the Carrera Panamericana race of 1954. In honour of its successful participation, Porsche calls its most powerful sportscar engine at this time ‘Carrera’.
Edouard Heuer’s great-grandson Jack led his family’s company for decades. In 1963, he created the first Heuer Carrera chronograph, designed to let drivers tell the time at a glance in the heat of action. Jack Heuer was also responsible for the Heuer Monaco, the first square-faced, water-resistant automatic chronograph watch. Its name evoked the Monaco Grand Prix as well as the Principality’s renowned Monte Carlo Rally, which Porsche won in three consecutive years, from 1968 to 1970, with its 911 model.

Steve McQueen and the Heuer logo
Just as the Porsche 911 had done for automobiles, the Heuer Monaco broke with the familiar design codes of traditional watchmaking. Its innovations had come at a significant financial cost and as an alternative to an expensive advertising campaign, Jack Heuer further cemented his brand’s link to the renowned sportscar manufacturer with a creative sponsorship arrangement with Fribourg, Switzerland-based racing driver and Porsche dealer Jo Siffert. In 2005, at the premiere of the film Jo Siffert: “Live Fast, Die Young”, Jack Heuer remembered the terms of their contract: “In exchange for CHF 25,000, he would put our logo on his car and suit. In addition, he could buy our watches at wholesale prices and resell them to his racing friends at a substantial profit. Which he did with great success because half of the paddock was wearing Heuer watches by the end of the 1969 season!” It was this connection that led Steve McQueen to wear the Heuer logo on his racing suit during the filming of Le Mans in 1970, in which he drove a Porsche 917. The American actor said at the time, “I drive the same car as Jo Siffert, and I want to wear the same suit as him.”

TAG-Turbo Engine – made by Porsche for the McLaren team
With its sale to the TAG Group, Heuer became TAG Heuer in the mid-1980s. At this time, the Porsche and TAG Heuer jointly developed and produced the TAG Turbo Engine that enabled the McLaren team to win three consecutive F1 world titles: with Niki Lauda in 1984, followed by Alain Prost in 1985 and 1986. In 1999, the relationship between Porsche and TAG Heuer grew even stronger – from the Porsche Carrera Cup and Supercup competitions, followed by the Endurance World Championship and more was yet to come. Porsche created its own Formula E team with TAG Heuer as title and timing partner in 2019, marking a starting point for an even more powerful and far-reaching collaboration.

New sports partnerships
In its second year, the TAG Heuer Porsche Formula E Team will now fight for the World Championship. Behind the wheel of Porsche’s all-electric racecar, the 99X Electric, will be drivers André Lotterer and his new teammate, Pascal Wehrlein. Porsche has long distinguished itself in endurance events and together with TAG Heuer its GT Team is well prepared for the coming FIA World Endurance Championship (WEC). The milestone year will also include series partnerships in ten editions of the worldwide one-make cup series Porsche Carrera Cup. In addition to physical competitions, TAG Heuer also engages in virtual racing by supporting the Porsche TAG Heuer Esports Supercup. In addition, the watch brand is stepping in as global partner in Porsche’s ‘classic’ events and rallies.

Moreover, both brands share their strong passion for tennis and golf. The main tennis event is the Porsche Tennis Grand Prix in Stuttgart. This was launched in 1978, and the sports car manufacturer has been the organizer since 2002. TAG Heuer will accompany the event, which has repeatedly been named the most popular tournament in its category, as an official partner for watches and chronographs. In golf, Porsche has been the title sponsor of the Porsche European Open, one of the most traditional tournaments on the European Tour, since 2015. This year, TAG Heuer will be present as a partner for the first time here.

Finally, the brands are committed to creating unforgettable moments together in the future through the various Porsche Experiences.

The TAG Heuer Carrera Porsche Chronograph
Carrera as an icon of a name has been associated with Porsche and TAG Heuer for generations – so it was a natural choice for the first creative product collaboration. A tribute to the heritage of two brands, the new chronograph offers a first glimpse at what they can achieve together and is a seamless blend of the Porsche and TAG Heuer universes, reflecting the excellence of both names without diluting the essence of either.

Porsche’s engraved inscription is visible on the bezel and the unmistakable font is also used for the indexes. The Porsche colours of red, black, and grey – which also recall historic Heuer models – are incorporated throughout the watch, and on clear display through the transparent cristal case back is the oscillating mass, which has been redesigned in affectionate tribute to Porsche’s celebrated steering wheel. It is printed with “Porsche” and “TAG Heuer”.

The dial’s asphalt effect, created especially for this watch, expresses a passion for the road, while Arabic numerals suggest the numbers on the dashboard of fine Porsche sportscars. The timepiece is presented either on a soft strap in luxurious calf leather and innovative stitching that echoes the Porsche interior or on an interlocking bracelet reflecting streamlined racing design. At the heart of the timepiece is the in-house Calibre Heuer 02 manufacture movement with an impressive 80-hour power reserve.

Dr. Kjell Gruner President and Chief Executive Officer

Kjell Gruner, President and Chief Executive Officer Porsche Cars North America, Inc.

Dr. Kjell Gruner is President and CEO of Porsche Cars North America, Inc. (PCNA), where he is responsible for both the United States and Canada. He also leads the executive leadership team of Porsche Digital, Inc, the sports car manufacturer’s digital subsidiary.

Headquartered in Atlanta, PCNA is the importer of Porsche 911; 718 Boxster and Cayman; Taycan; Macan and Cayenne; and Panamera for the United States. As President and CEO, Dr. Gruner oversees the import and distribution of Porsche sports cars through the retail operations of 192 U.S. dealers and five U.S. ports of entry. Sales support, marketing, parts distribution, and other functions including sales and service training also fall within Dr. Gruner’s areas of responsibility.

Dr. Gruner also leads new mobility programs under Porsche Drive; digital retail initiatives, such as Porsche Finder; and immersive brand experiences, including the operations for the $100 million Porsche Experience Center and North American headquarters in Atlanta. This 27.7-acre complex includes corporate offices for all U.S.-based Porsche entities, a 1.6-mile driver development track, a technical training center, and a fine dining restaurant. He is also responsible for the $60 million Porsche Experience Center Los Angeles, which features a 4-mile driver development track, a fine dining restaurant, and is home to Porsche Motorsport North America.

Prior to joining PCNA, Dr. Gruner served as Global Vice President Marketing and Chief Marketing Officer for Porsche. In this role, he contributed significantly to the ongoing development of the global Porsche brand, and driven sustainable innovation in regards to strategy development. He has also been CEO of Porsche Smart Mobility GmbH.

Dr. Gruner first joined Porsche in 1999 as a Senior Manager in Marketing, Planning and Strategy, after beginning his career at Boston Consulting Group. In 2004, he joined Daimler AG, most recently as Director Strategy Mercedes-Benz Cars before returning to Porsche AG in 2010 as CMO.

Dr. Gruner studied Industrial Engineering and Marketing in Germany and the United States.

Deniz Keskin Brand Management at Porsche 

How brands need to adapt in a time when our understanding of luxury changes

As the director of Brand Management at Porsche, Deniz Keskin is responsible for the overall development and perception of the Porsche brand. He explains what new luxury means for Porsche and in which direction the brand is heading.

In the 17th century, Louis XIV, the Sun King, built the castle of Versailles — an embodiment of the power and luxurious life of the French royal court draped in gold, art, and ostentation. Today, more than 7.5 million tourists visit the historic monument every year. But probably only very few of them have the same understanding of luxury as Louis XIV.

What is defined as luxury in a society that is subject to rapid change? Today, we experience a shift from pure ownership to identification with specific values and I’m not going out on a limb here when I say that the future zeitgeist will be quite different from the Palace of Versailles. True luxury will be less connotated with the possession of physical goods but with relationships, experiences, and feelings.

People demand a different form of luxury

We can already see that the understanding of luxury is changing within younger generations. It has become more subtle, some might even say more human. Time spent with friends and personal health move into focus. People have a claim to companies that they do not harm the planet, but on the contrary: they are supposed to change something for the better.

What does this mean for companies that manufacture premium products? Like the definition of luxury, the meaning of a brand is constantly changing. To give you an example: The word brand comes from the brand on livestock — in its original meaning, it is intricately linked to ownership. At the end of the 19th century, corner stores with a wide range of different products appeared. Brands had the task of giving customers orientation about the origin or quality of the product. Slowly their role changed, and brands needed to find a way to stand out. Advertising became an art form, again the relationship between a company and its customers changed.

The bond between consumers and brands will deepen in the future

The most recent decisive change took place in 2007 when Apple introduced the iPhone. And thus, a product we always carry close to us and came to develop an extremely close connection with. Smartphones became our closest companions. This is when brands turned into experiences. You don’t need to go to a store anymore to connect to a brand, it’s right at your fingertip. I’m convinced that in the future the bond between customers and companies will become even closer: it will be a relationship. Brands will have an influence on how we define ourselves as a person, we choose them as a good friend.

This fundamental change between brands and customers will lead people to approach every company with a central question: What are you contributing to the world and to society?

Luxury means to be able to live out your dreams

Porsche is in a successful place, but we have to be conscious of the fact that our target groups evolve and that the people who will buy our products in 20 or 30 years will have a different mindset. This is a fundamental change of perspective, which challenges companies to define their very soul, the reason they exist. In other words: we need to be clear about our purpose.

We at Porsche have found our answer: Driven by Dreams. As a brand, the place that we want to have in the hearts and the minds of our fans should be described with the feeling of making a dream come true.

Driven by Dreams: Customers shall connect the Porsche brand with the feeling of making a dream come true.

You can find approaches to our definition of new luxury in new mobility solutions such as Porsche Drive Rental. The premium car rental service was initially launched in 2014 and is today available in five countries. The rental time is flexible — from three hours to 28 days. Just recently, five further locations have been opened in Germany. Another example is the first fully electric sports car, the Taycan. It is a car that gives you the classic feeling of a Porsche on the road, powered by sustainable technologies — interpreting the sports car dream in a completely different way.

This is where the circle closes for which Ferry Porsche laid the foundation stone more than 70 years ago with his quote:

“In the beginning, I looked around and could not find quite the car I dreamed of. So I decided to build it myself.”Ferry Porsche

We believe that in the future, real luxury will be understood as being able to live out your dreams. And that’s what Porsche is all about.

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Text published by Deniz Keskin is Director Brand Management at Porsche AG.