Porsche is the Apple of the Car Industry
Earlier this month, everyone's favourite multi-trillion dollar tech company hosted their annual Worldwide Developers Conference, a glitzy affair designed to showcase their latest hardware and software developments. “Better efficiency!” “Faster, this!” “More power, that!” Many shiny things were discussed at great length.
All of which seemed fairly standard procedure. That was until CEO Tim Cook unveiled the Apple Vision Pro, an all-new virtual reality headset, the likes of which have, apparently, never been seen before. I’m sure you've seen this thing plastered all over social media. Glorified glass ski-goggles with an external screen that displays a digital rendering of the wearer’s eyes… it was sure to stir some controversy (the demo video featuring a dad wearing one at his child's birthday party was pure Black Mirror stuff).
But what does any of this have to do with Porsche, I hear you ask? Well, that very same week, Porsche also unveiled a new, groundbreaking product, venturing into territory that up until now, they have refrained from entering. Coincidence? Absolutely. But hear me out.
Porsche has been riding a phenomenal and seemingly unfaltering wave of success over the past two decades. Having navigated a lengthy stretch of financial trepidation, the original Cayenne elevated the company to the mass-market, bringing home some much needed bacon and therefore providing more opportunities to develop excellent sports cars. Which they did. Relentlessly.
Like when Stevie Nicks joined Fleetwood Mac, from then on it was hit after hit. Think 996 Turbo, 997 GT3 and original Cayman. All have been improved upon with subsequent generations, the latest crop still proving to be class-leaders. The Boxster has evolved from a simple, friendly roadster into a raucous, weapons-grade circuit-crusher in Spyder RS guise. Sure, the original Panamera looked like a ‘nutritionally overachieving’ 911, but today’s Turbo S variant is the third fastest four-door to lap the ‘Ring. Even seemingly questionable decisions, like building a GT department Cayenne, produce extraordinary results.
Why is this? Much like Apple, Porsche’s success lies in continual improvement. Sustained evolution, not revolution. Hold the latest iPhone next to the original and of course it's bigger, thinner and a shed load more powerful, but the basic recipe hasn't changed. Much like the 911, they found a formula that worked and stuck to their guns. Conservative, yet confident. Throw in a helping of premium materials and unmatched build quality and it's no surprise that both have become the staple of their respective genres.
The security of a successful product lineup has added benefits too. Whereas other manufacturers may need to take big risks to grab the public’s attention, the likes of Apple and Porsche can sit back and let the newcomers resolve any teething issues. The idea behind Apple’s Vision Pro is not new. In fact, Nintendo released an early VR headset way back in 1995. By all accounts, it sucked. Tesla’s Model S had already been ripping up the quarter-mile record book for seven years before the Taycan entered production. Early Model S’s were also assembled with all the accuracy of a Daily Mail headline and garnered a reputation for spontaneous combustion. I don't remember reading that about Taycans.
All of this leads us to the new Porsche Mission X. What is it? A concept car for starters, so don’t expect to see one silently creeping up your local high street any time soon. Yes, you read that right. Silently. This is a preview of Porsche’s first electric, out-and-out hypercar, following in the footsteps of 959, Carrera GT and 918 Spyder. The Taycan was the answer to the Model S, a family car, but this is new territory. Technical details are limited for now, but the boffins in Stuttgart are aiming for a 1:1 power to weight ratio and a production car record around the Nürburgring. You’d be unwise to bet against them.
Featuring a 900-volt electrical architecture for ultra-low charging times and more downforce than a 992 GT3 RS for ultra-high grip, it’s almost certain to set a new standard for performance electric vehicles. It’s also no secret that Porsche will have received a helping hand from the battery wizards at Rimac Technology in Croatia, Porsche holding a 45% stake in their newly formed joint venture. With critics raving about the driving dynamics and sheer, unhinged speed of the Rimac Nevera electric hypercar, this can only bode well for the Porsche.
The exterior is… well, it’s brown. Very brown. I’m personally a fan of this retro colour scheme but then again, I think PT Cruisers are cool so perhaps I should keep my mouth shut. The overall shape with its defined haunches and cab-forward proportions screams Le Mans racer. However, it still retains that typical Porsche restraint, the graphic details and simple body lines provide a refreshing contrast to, say, Ferrari’s overly-fussy Daytona SP3.
Apple’s foray into the world of virtual reality comes at a time when the tech industry is changing. iPhones, whilst still hugely popular, have seen marginally slowing sales in recent years and as more and more competitors claim that VR is the future, Apple has decided now’s the time to stick their flag in the ground and show the rest how it should be done. Time will tell, but history suggests they know what they’re doing.
Simultaneously, the world is shifting away from your traditional combustion-engined supercar. The future looks to be predestined for battery power and Porsche thinks now is the time to get in on the action. Others have already tried their hand, Rimac, Pininfarina and perhaps one day we’ll see a production ready Lotus Evija if they can pull their finger out. But you can count on Porsche to set the bar. It’ll be a few years before the Mission X is ready to hit the public road, but I for one can’t wait to see how high that bar is.