When Michael Mauer, chief designer at Porsche, looks up from his desk he does not see what a designer would normally see. He sees a cloud of dust. He sees mountains. He sees an exciting, unpaved road leading up one of these mountains with a Porsche 356 on it. What he sees is a photograph that covers the entire wall. It gives viewers the impression that they are looking directly into a bygone world in which the Porsche DNA was born. The photo, taken in the 1950s, also captures a moment in history. Today, nearly all roads are paved, and many other things have changed, and will continue to change. Digitalisation, electrification and connectivity mean that cars are facing the greatest transformation in their history. These are exciting times of unprecedented upheaval. Send signals Cars will have different drive systems and they will feel different to drive. Over the long term, combustion engines will become the exception. What does that mean for Porsche, whose fame is due also and espec...

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