918 SPYDER
Back in September 2009, when newly installed Porsche chief, Michael Macht, was asked about the company’s future as a part of the Volkswagen Group, his response was direct. “Porsche hasn’t been thrown under the bus,” he said. “Certainly, much of what was said about the brand in recent months wasn’t good. A lot of it was painful, but this will soon be forgotten when focus returns to our cars.” He was referring to family feuds, corporate clashes, legal disputes and disruption of the markets — the saga of Porsche’s fascinating failed attempt to take control of Volkswagen left an indelible impact on the car industry.
To describe Porsche’s situation during the summer of 2009 as turbulent would be putting it mildly. Most of the firm’s employees, as well as marque enthusiasts, simply wanted things to calm down. Something needed to happen to return attention to the brand’s output. This is what mattered most, especially considering it was uncertain whether Porsche would be able to continue setting its own course within the Volkswagen Group, given ownership changes in Zuffenhausen.
“We knew we had to send a strong signal to shore up belief in the uniqueness of Porsche,” says Hans-Gerd Bode, then Head of Communications. A new flagship sports car, he suggests, “had to send out two convincing messages. First, Porsche’s competence as a sports car manufacturer remains unparalleled. Second, the company is still uncompromising in its commitment to environmentally compatible technology."
When Macht was interviewed in September of 2009, he was well aware his men were already taking their first steps toward the creation of a new flag bearer for the famous Stuttgart crest. First to sign up was Wolfgang Dürheimer, then Vice President of Research and Development at Porsche. “We want to create a new product capable of fascinating people, a drum roll reminding people Porsche is a powerhouse for new ideas and can point the way to the future, spearheading technological development,” he stressed.
