Porsche Cars North America

Repositioning a Legend

How does a brand expand its franchise while staying true to core values? Porsche did it by dramatizing those core values, which include having a strong individualist drive, innovative spirit and the marrying of design and engineering. As a result, sales rose 21%, far exceeding its objective, and the company had its best performance in 12 years.

Carmichael Lynch,
Minneapolis
Creative Director:    Jud Smith
Art Director:           Chris Lange, Hans Hansen
Copywriters:           Michael Hart, Sheldon Clay
Photographer:         Georg Fischer