Engineering Strength: Innovations
Since its Foundation, Porsche has built a reputation as one of the most productive Engineering services provider and the most versatile in the world. Ferdinand Porsche was the first to work on the electro mobility before 1942.
1900, an original sketch of the Lohner-Porsche electric car (1)
As a Hybrid Concept, the “Semper Vivus” was able to cover a longer distance running on batteries only before the combustion Engine had to be engaged to recharge the system. In order to incorporate a Petrol Engine and to save weight, F. Porsche used a smaller battery Ly with only 44 cells. In the middle of the vehicle was placed a water cooled 3.5hp (2.6kW) Combustion engine “Dedion Bouton” to produce sufficient charging power for the two 2.4 hp (1.84 kW) Generators. Both Generators operated independently, both delivering 20 amps for a voltage of 90 volts. Therefore, since 1906, the Lohner-Porsche appeared as the “Electric Mercedes”. From this success, Ferdinand Porsche Brought the Hybrid Concept into series production.
Porsche Engineers kept developing new technologies year by year through racing car research and other engineering focus concepts such as Engine developments for the “silver Arrows”, the “Type 80”, the formula one Engine (TAG turbo, 1983), The V8 four-valve M 119 engine for the Mercedes Benz 500E in 1990, the V-Rod 1131cc, Water cooled Engine for Harley Davidson motorbikes and the electronic engine management system, reducing the fuel consumption which critically influenced racing strategy (1).
Moreover, the Brand found its interest in industrial projects widening the targeted market with the amphibious all-wheel drive type 597Jagdwagen, an Airplane cockpit layout, the Design of new generation of forklift trucks, and the Seabob, sport water craft in 2007.
A short Video demonstrating the advantages of Porsche 4×4 sytem.“We have repeatedly proven our development abilities in a very large number of fields such as shipping, power engineering, agriculture, load-carrying vehicles, in competitive and aquatic sports, and in the health sector. In our work, we always focus on transferring our expertise from the automotive industry to other, related sectors. In this way, we tap valuable synergies for entirely different fields”; Says M. RADMANN Managing Director of Porsche Engineering.
In 2011, The Company developed three research car: Boxter E only powered by electricity. A new horizon is revealed in Porsche Performance. Porsche Engineers were responsible for the conception, the construction and tests of the high voltage Battery. They also brought support in the area of operation, display and thermal management (1).
Porsche Boxter E System layout. (1)
One of the three Research Boxter was fitted with two electric generators as the “Semper vivus”, but this time the car was able reach an effective production of 180 kW for a target range of 106 miles and a charging time reduced to 30 minutes with the fast external high voltage connectors.
Porsche is therefore able to develop its own way through evolution and act as an example for other brands.“We are capable of developing hardware and software for the widest range of electromobility solutions.” Said Dirk Lappe.
The Panamera S Hybrid
The New Porsche Panamera S Hybrid opens also a new chapter in Porsche intelligent Performance and keep developing a success of the 4 doors Gran Turismo.
Porsche Panamera S Hybrid (2)
The new model keeps its Porsche DNA by featuring sportiness and elegance. The vehicle produce a total power of 380 hp (279 kW) with a noticeable reduction in fuel consumption, figuring 41.54 mpg imp; this amount of burnt carburant equal to reasonable CO2 emissions (159g/km). Therefore, the Panamera S Hybrid is the most efficient and sustainable vehicle ever build and is also far ahead of others hybrid luxury vehicles.
The hybrid drive as even more Energy saving potential at high speed by activating the “Sail” mode. This system is unique and made by Porsche; at high velocity (up to 165km/h) when the combustion engine does not deliver additional power, it can be disengaged and switched off. The Porsche Cayenne SUV Hybrid is acting similarly with a target speed of 156km/h. Porsche is therefore one of the leaders in sustainable transport developments.
INTERESTING – The Marketing situation regarding SUV’s
In 2002 The Company CEO desired to integrate a new member into the Porsche product line-a sport utility vehicle (SUV), a model segment the company has never focused on. For the purist, the brand extension will hinder the Porsche brand imagery as a result of brand dilution (When entering the SUVs-market it lowered its brand value) (3). Entering the SUV market was not an impulsive decision though; the SUV’s popularity with US drivers was because Americans are attracted to large cars and truck that could serve both as a car for work and personal use. The the strategy seems to have been a success. “In 2012, the brand enjoyed record revenue and delivered more cars (most SUV’s than ever before” (4). As a Result the Brand has high market share and increasing revenue and profit year to year.
REFERENCES
(Ref.1 ) PDF-Porsche Engineering Magazine Anniversary issue 1/2011
(Ref.3) http://hbswk.hbs.edu/item/5466.html
(Ref.4) Recording the brand evolution through the years. Website: www.interbrand.com/en/best-global-brands/2013/Porsche
BIBLIOGRAPHY
SUV Analysis http://prezi.com/j1bwfhl0s5zc/porsche-the-big-company-8/
4×4 Techgnology http://vimeo.com/39503347
Auto Research 2014 
