Porsche’s new design strategy unveiled with the 911 Turbo S

Porsche sharpens its design identity with archetypes Hero, Rebel and Creator, using Focus, Tension and Purpose as a compass, showcased in the 2025 911 Turbo S.

Under the guidance of Michael Mauer, Porsche has redefined its design identity. Working with Volkswagen Group Design, the Style Porsche team analyzed the brand’s core values and how they are perceived by customers. The typological model of Carl Jung was chosen as a framework, and out of twelve archetypes three were selected – Hero, Rebel, and Creator. Each archetype was paired with a key term – Focus, Tension, and Purpose – forming a brand compass that now guides designers and strategists across the company.

The new 911 Turbo S serves as the most striking example of this approach. It is more than a showcase of performance – it represents courage and strength while balancing tradition and innovation. Active aerodynamics, sculpted fenders, and large air intakes reinforce its role as the “hero of the road.” The iconic rear spoiler, present since the 930 generation, highlights the rebellious edge of the model and its readiness to push boundaries.

Technically, the Turbo S has undergone a significant transformation. The new T-Hybrid powertrain combines a pair of electrically driven turbochargers with an integrated electric motor in the PDK transmission, delivering 701 hp and reaching 60 mph in just 2.4 seconds. The Nürburgring lap time has improved by nearly 14 seconds, with top speed now reaching 200 mph. Despite a slight weight increase, the chassis and braking system have been reworked: larger PCCB discs, wider tires, and an updated active suspension ensure the car remains razor-sharp.

Porsche emphasizes that this evolution goes beyond styling and performance figures. The sharpened design criteria are meant to unify every customer touchpoint – from exterior and interior design to digital interaction. VW Group CEO Oliver Blume has stated that design now plays a central role in the group’s strategy, strengthening the distinct character of each brand.

Upcoming models will continue to reflect this philosophy. The fully electric Cayenne is set to debut in 2026, while the next-generation 718 will transition entirely to electric power. Together, these vehicles will carry Porsche’s refined design identity into the electric era while preserving the unmistakable spirit of the brand.