Porsche Design North America

Porsche 911 Turbo 2007

The new Porsche 911 Turbo features a revolutionary 480-horsepower, twin-turbocharged, 3.6-liter boxer engine with the world's first gasoline-engine application of variable turbine geometry (VTG), a redesigned all-wheel-drive system, and evolutionary styling.

The new 911 Turbo's engine produces 480 hp at 6,000 rpm, 60 bhp more than its predecessor, raising specific output of the 3.6-liter boxer-Six to an all-time high of 133 bhp per liter. More notable is the engine's torque curve, which has been bolstered and broadened by the variable turbine geometry system. Peak torque rises to 457 lb-ft (previously 415 lb-ft), but that peak now spans an extended rpm range from 1,950 to 5,000 rpm, compared to 2,700–4,600 rpm in the previous 911 Turbo. Additionally, a function in the optional Sport Chrono Package allows a 10-second, mid-rpm-range ‘overboost', temporarily increasing turbo boost under full throttle by 2.9 psi, and swelling peak torque to 502 lb-ft.

A 911 Turbo equipped with the optional 5-speed Tiptronic S automatic transmission requires only 3.4 seconds to sprint from 0 to 60 mph. Equipped with the standard six-speed manual transmission, the new 911 Turbo reaches the same 60 mph mark in 3.7 seconds. With either gearbox, the top track speed of the new 911 Turbo is 193 mph.

Much of the 911 Turbo's improved performance can be attributed to the variable turbine geometry system, the first such system available on a turbocharged gasoline engine. The heart of the technology is adjustable guide blades, which can vary in angle to most effectively guide engine exhaust flow onto the turbocharger's impeller wheel. The result is a system that provides the advantages of both a small and large turbocharger, improving flexibility and acceleration, particularly at low engine speeds.

To transfer this power to the road, the new 911 Turbo features a redesigned all-wheel-drive system, with an electronically controlled multi-disc clutch replacing the previous model's viscous clutch. Porsche Traction Management (PTM) allows variable power distribution fore and aft, and depending on conditions, the system's electronics constantly determine optimal torque distribution to ensure ideal traction. In use, PTM provides exceptional agility on winding roads, outstanding traction in inclement conditions, and impressive active safety even at higher speeds. Though powerful, the 911 Turbo's PTM setup is one of the lightest all-wheel-drive systems on the market.

The new 911 Turbo's accelerative performance is duly tempered by its brake system, which is comprised of six-piston monobloc calipers up front, and four-piston monobloc calipers at the rear. Brake disc diameter at all four corners has been increased 20 mm, to 350 mm (13.78 in.). Optional is Porsche's Ceramic Composite Brake system (PCCB). In addition to the exotic pad and rotor material, the PCCB option provides an increased front disc diameter (380 mm /14.96 in.), absolute corrosion resistance, improved fade stability, and a 37-pound unsprung-weight savings versus the standard brake system.

Styling changes made to the new 911 Turbo are evolutionary. The modified front end features tautly drawn cooling air inlets, widely spaced and deep-set fog lights, and new LED indicators situated in the lateral air inlets. From the rear, the Turbo takes on a more powerful stance thanks to a tail 22 mm (0.9-in.) wider than that of the previous model. The redesigned wing spoiler has been aligned to the wider profile, and slopes downward slightly at each end to nestle the rear fender's contours. The lateral air inlets behind the doors have also been redrawn, and together with the new air ducts, afford a more efficient supply of cooling air to the intercoolers.

The 2007 911 Turbo goes on sale this summer in North America.

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You are in charge of all marketing activities in North America for the Italian luxury sports car manufacturer?

Maserati. Maserati has just introduced a new model that will be competing directly against some other well-known luxury sports cars such as Porsche, Ferrari, Jaguar, and the BMW Z8.

It sounds like you are working on a business school case.

I would position Maserati as different, more elite than the competition. I would make it a scarce resource, with initially a long waiting list to get one. At the same time pricing is going to be comparable (within 10%) of the direct competitors.

You may want to create a specific image (possibly European) and focus on specific demographics, and create a promotional strategy that uses multiple media to introduce the concept. You may want to place the product in some select movies and maybe do what BMW did a few years ago, hiring well known directors to create a short starring the car. In this case you may want to use European directors or people (like Scorzese) who are viewed as Europeans.

A less expensive strategy might be to give a car to selected celebrities and makes sure there is PR coverage on them. Also YouTube may be an interesting promotional challenge.

I hope this is helpful and gives you some ideas.

2011 North American International Auto Show- Porsche 918 RSR

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