Innovatively Porsche
The automotive industry is undergoing an epochal shift. Digitalization inside the vehicle goes even further than electric mobility—and requires a whole new way of thinking. Executive Board members Dr. Michael Steiner (Research and Development) and Sajjad Khan (Car-IT) explain more.
Mr. Blume, what does the digital transformation mean for Porsche generally speaking?
Dr. Oliver Blume We have a fundamentally different way of thinking today. The motto used to be “Hardware first.” Software was only introduced during the development process. These days, software defines the central requirements of a new vehicle from the very start. This new way of thinking is primarily an issue of mindset—throughout the industry, not just at Porsche.
Fluid material: the software is the starting point for a new Porsche
Mr. Steiner, Mr. Khan, the two of you are promoting this change in development at Porsche together. How will a “software-defined Porsche” be different in the future?
Dr. MICHAEL STEINER It will be a vehicle that’s developed and produced in accordance with the very highest quality standards and delivers extraordinary performance and a one-of-a-kind driving experience. So exactly what Porsche has represented for more than 75 years. That will always be our objective. And what our customers expect of us. We’re creating exciting experiences—with first-class hardware, software, and digital services.
SAJJAD KHAN I couldn’t agree more. Of course, the software itself has to be excellent. But how it’s integrated ultimately makes all the difference. Good software has to offer real added value, harmonize perfectly with vehicle components, and in the end represent a desirable overall package.
Dr. Michael Steiner In other words, not much has changed in terms of our vision. But the path there is different. In software development, we’ve moved away from the long-term cycles of the past. It’s an ongoing process. And that requires a high degree of flexibility and agility throughout the organization.
That sounds like a cultural change ...
Sajjad Khan That’s exactly what it is. We have clear visions for the software of our future sports cars. When it comes to implementation, our teams work in a model of “liquid organization”: no silos, reduced hierarchy, and lots of content. This type of organization allows us to respond more dynamically and quickly to market changes and technological developments.
You’re working with partners more and more these days, especially in the digital sphere. What are you hoping to achieve?
Dr. MICHAEL STEINER Partnerships are an opportunity to increase speed, improve competitiveness, and develop expertise internally. To advance at a faster pace, it sometimes makes sense to work with external partners. Especially in the digital sphere, there’s no need to redevelop everything ourselves from the ground up. Whenever the opportunity presents itself to benefit and learn from the expertise of others, that’s what we do. But we also go out looking for competition in the areas we’re especially strong in ourselves.
“Software-defined Porsche”: intelligent software transforms the icon into an incomparable driving experience
How do you preserve Porsche’s unique identity in a construct like that?
SAJJAD KHAN I prefer to explain that using an example from the food and beverage industry. Good ingredients are key. But it takes an extraordinary chef to turn them into something special that inspires the guests. Something that no one else can do. Applied to our software, it all comes down to how well it’s integrated into our customers’ vehicles and how it makes the driving experience even better. Who developed which components plays a much less important role.
Speaking of the Porsche driving experience, what makes it so unique?
Dr. MICHAEL STEINER We organize everything else around the driving experience. Thanks to intelligent software, we already perform very well in areas like driving dynamics and energy management, both of which will distinguish Porsches in the future.
SAJJAD KHAN The Porsche Driver Experience engages all five senses. The role of voice control will continue to grow in the future, but the visual, acoustic, and tactile design of the system is also important. Artificial intelligence will play an increasingly important role in simplifying interaction with the vehicle and improving operation, making it as easy and intuitive as possible.
But will a Porsche still be a car you primarily want to drive yourself?
Dr. Oliver Blume Absolutely. We use all the options that new digital systems offer us. Our technology should optimally support the driver at all times—not replace them. It’s not a competitor. It’s a good partner. Digital assistants are invisible codrivers and bodyguards.
