Porsche Macan EV Launches Soon, Designs To Prioritize Innovation Balance And Brand Identity

Tiger EV. (Doc. Porsche)

JAKARTA - Porsche is preparing to introduce the latest electric variant of the Tigers on Thursday, January 25, 2024, in Singapore.

The second generation of this very popular SUV will be revealed globally via live broadcast on Porsche Newsroom.

Prior to his official debut, Michael Mauer, Porsche Vice President Style, shared the challenges of redesigning the iconic Tigers.

"The new film is the first model that we have converted into an electric car from an established product and has a strong identity," he said, on the company's website, Monday, January 22.

Mauer added that every new sports car must be easily recognized as part of the Porsche family and its model, while still visible as the latest.

Vice President Style Porsche also believes that visual consistency is very important for the Porsche brand. Finding a balance between " Porsche essence" and "innovative" is sometimes a challenge in itself.

Meanwhile, the full use of electric powertrain on Tigers carries new challenges and opportunities for the Style Porsche team.

"What makes this model different? What are its predecessors like? This is a very interesting challenge with the new Tigers. We introduced the first generation in 2013 and have been updating carefully since then," added Mauer.

"This visual consistency is very important for our brand," he said.

Mauer also explained that the design process lasted years before the car was launched into the market. There is no fully objective parameter to evaluate the appeal of future models.

"For Porsche, we have established three key concepts that reflect the character of the brand: Focus, Tensions and Goals. Basically, these key terms illustrate what distinguishes Porsche products, namely the'Porsche essence' experience for customers," he concluded.