Employees, Society, Sports and Communications

High approval ratings in the in-house mood barometer, a staff turnover rate of well below one per cent for years and top rankings in a wide range of employer league tables: Porsche AG continues to be an attractive employer from many perspectives. More than ever, social commitment was also in demand in 2020. Due to the massive impact of the coronavirus crisis on vulnerable sections of society, Porsche significantly expanded its support. In total, the company supported around 200 individual projects from different areas last year with donations as well as CSR and cultural sponsoring.

 Mizuki Amemiya, Gabriel Figueredo, l-r, John Cranko School, 2020, Porsche AG

EMPLOYEES

Thanks to a close working relationship between employers and employees, Porsche has succeeded time and again in positioning itself as a sustainable and reliable employer to its employees, who currently total 36,359 (as of 31 December 2020). This is impressively underlined by the “Securing a Plant’s Future 2020” plans for the companies of Porsche AG.

With a realignment in the reporting year, the HR and Social Policy department is also laying the foundation for shaping change even more intensively in the age of digitalisation. A key task here is to work together with the other departments under the theme of “Restructuring, not expansion” to identify future needs and to qualify the Porsche workforce for the challenges ahead.

“Despite all the changes there is one thing we can be sure of about the future: At Porsche, people are at the centre of the company.”

Andreas Haffner Member of the Executive Board – Human Resources

Porsche health management takes the strain

During the reporting year, Porsche’s health management was the central point of contact and main advisory body for all issues relating to the coronavirus pandemic. As part of Porsche’s emergency response organisation, the health management unit was monitoring the development of the pandemic from the beginning of the year, with appropriate measures being developed and implemented in response. The primary goal was and remains to protect the health of the Porsche workforce – through comprehensive communications and specific instructions for action, relating to work in production and administration for example. Covid-19 testing centres have also been set up at the Zuffenhausen and Weissach sites to enable employees with relevant symptoms to access a test quickly and easily.

In addition, health management has added an important component to its attractive range of services: since autumn 2020, Porsche AG employees with a cancer diagnosis have been able to obtain an independent second opinion free of charge at the Robert Bosch Centre for Tumour Diseases (RBCT). Where appropriate, genetic analysis will also be carried out. On this basis, cancer patients can be given an individual therapy recommendation in accordance with the latest scientific standards. The RBCT is based at the Robert Bosch Hospital (RBK) in Stuttgart, a world-leading establishment in cancer diagnostics and therapy with its OncoCure programme.

OncoCure, 2020, Porsche AG

Taycan recruitment completed

Porsche successfully completed the largest recruitment drive in its history in 2020. Since the start of the recruitment process in November 2018, around 2,000 new employees have been hired for the production of the Taycan in Zuffenhausen. In addition, a further 500 new colleagues have been hired for other direct production areas in the reporting year. Through a large number of applicant days, Human Resources and Production gave interested specialists the opportunity to find out about job opportunities at Porsche during personal discussions. Another important measure for the ramp-up of Taycan production is the Group’s cooperation with Audi in Neckarsulm. Under a fixed-term two-year agreement, around 400 Audi employees have been transferred to Porsche since June 2020.

Diversity Challenge with Sami Khedira

World Cup winner Sami Khedira challenged the Porsche workforce to a Diversity Team Challenge on the occasion of the 8th German Diversity Day. Around 32,000 employees at the German sites were invited to take part in a digital quiz on diversity and inclusion in randomly selected teams of four. The aim was to raise employee awareness of the huge potential of working teams that are as diverse as possible. The aim was also to show that each person, with their individual abilities and perspectives on life, is important for joint success. Sami Khedira led by example with his own team. The 33-year-old has been playing international football for many years and is an ambassador for Porsche’s youth development programme “Turbo for Talents”. The footballer’s background makes him uniquely placed to stand for diversity and equal opportunities.

Porsche mood barometer

Once again in 2020, all employees of Porsche AG and its subsidiaries were asked to give an assessment of their current work situation using a mood barometer. More than 82 per cent of employees in the Porsche Group voluntarily took part in the survey, which took the form of an online questionnaire. The mood index at Porsche AG once again improved by 0.8 percentage points compared with the already very good results in 2019. It was particularly gratifying that 93 per cent of staff expressed the view that Porsche was a very attractive employer. After the questionnaires are evaluated, the results are discussed in detail within the respective organisation unit. Managers and employees identify potential for improvement and jointly define specific measures in order to optimise processes or working conditions, for example.

2020, Porsche AG

Exclusive partnership with top universities

Porsche’s “Executive Leadership Garage” qualification programme was launched during the reporting year. This builds on a research and transfer programme run by Leuphana University Lüneburg with academics from Stanford University as exchange partners. Porsche AG is a founding member of the programme. Its aim is to bring together executives from national and international companies. It also strives to familiarise participants with the latest scientific findings and methods in dealing with digital transformation. This is achieved by combining the latest scientific findings from Silicon Valley, convincing business models from innovative start-ups and the participating executives’ own experiences.

The programme consists of several modules that can be attended independently of each other. They include, for example, the “Inside Silicon Valley” module on the campus of Stanford University. Other modules focus on topics such as “Artificial Intelligence and its impact on leadership”, “Data literacy and the critical examination of data and information” and “Digital change and the successful implementation of complex transformation projects”.

Porsche remains a highly regarded employer

In 2020, Porsche again scored very highly among students in relevant employer rankings. In the “Universum Student Survey”, Porsche was repeatedly named the most attractive company in the automotive industry and the most attractive employer for engineers in 2020. Porsche also achieved top results in the Trendence Institute’s annual student survey, recording its best overall result from both rankings since 2006. The attractiveness of Porsche as an employer is not only confirmed by graduates, but also by Porsche staff. The sports car manufacturer came first in the Glassdoor Ranking for 2019/2020 and fourth at StepStone. Porsche’s high level of attractiveness as an employer is also demonstrated by the consistently high number of applicants. Its staff turnover rate remains well below one per cent.

Porsche Gastronomy launches sustainability campaign

Porsche Gastronomy supports Porsche’s sustainability strategy and is increasingly focusing on regional and seasonal ingredients. In this context, ten employee canteens were successfully certified according to the Baden-Württemberg Quality Mark (QZBW) in 2020. From now on, they will display the “Taste the South” quality mark. The next goal is certification "level 2" with an even higher proportion of regionally produced ingredients. At the same time, Porsche Gastronomy has declared war on food waste: as part of a project in cooperation with United Against Waste e.V., the amount of food waste was analysed and measures to avoid waste devised.

As a result, food waste has already been reduced by around 30 per cent. Across all canteen operations, this equates to almost 0.7 tonnes per day. In addition, Porsche Gastronomy was the first mass catering operation to switch all of its cleaning supplies to sustainable and biodegradable products. The environmental impact is significantly reduced but the cleaning effect remains the same. Another advantage is that hazards during cleaning activities are also significantly reduced.

SOCIETY

With a diverse range of commitments to its name, Porsche strives to be a valued and responsible partner to society. The company actively supports socially disadvantaged groups, promotes culture and sports at its site locations, and is heavily involved in the spheres of education, environmental protection and biodiversity.

In response to the huge impact of the coronavirus crisis on the more vulnerable sections of society, Porsche has significantly increased its support. Last year, the company made donations to some 200 individual projects in a range of areas, while also engaging in CSR sponsorship and cultural sponsorship activities. Porsche also made further donations to the charitable Ferry Porsche Foundation.

Emergency measures to tackle coronavirus

Porsche has introduced wide-ranging measures in response to the coronavirus crisis, primarily in the regions in which it is based. Funding was boosted by a further five million euros, and grocery donations to food banks were more than doubled, targeting help at people suffering hardship as a result of the crisis. The company also supported numerous local aid organisations in their response to the pandemic, such as with the purchase of Personal Protection Equipment (PPE) or targeted campaigns to mitigate the effects of the pandemic.

Porsche also supported the Caritasverband für Stuttgart e.V.‘s disability charity to the tune of 70,000 euros. The money was used to buy equipment that was urgently needed to prevent the spread of coronavirus at the Caritas housing complex, which is home to around 170 residents and staff, in Zuffenhausen.

Hospitals and their staff ensure that people receive medical care. In order to cope with the enormous challenges posed by coronavirus, Porsche set up a flagship project worth 1.3 million euros for the benefit of Stuttgart hospitals: Stuttgart Hospital received an emergency aid donation of 810,000 euros. This money was used to purchase 20 anaesthetic machines, 21 ventilators and additional endoscopes for intubation for the Katharinenhospital, the Bad Cannstatt Hospital and Germany’s largest children’s hospital, the Olgahospital. The funding was also used to buy laboratory equipment for the detection of coronavirus in DNA samples. Porsche donated a further 500,000 euros to the Marienhospital in Stuttgart. This emergency funding enabled the hospital to buy a mobile x-ray machine, along with 15,000 FFP2 face masks and 100,000 premium-grade surgical masks. The donation also funded the purchase of 30 infusers, which are used as dosing pumps for the continuous injection of medication.

Porsche launched a flagship project in Leipzig too, donating close to one million euros to social and medical institutions. Of this amount, 526,000 euros went to the University Hospital, which used the money to purchase eleven ventilators, two blood gas analysers and additional stocks of protective masks and face shields. In total, Porsche supported 19 institutions and social work associations in Leipzig, including the Johanniter-Unfall-Hilfe accident support organisation, the German Red Cross (DRK), the Diakonie social welfare organisation, the children’s clinic at the University Hospital Leipzig (Stiftung Kinderklinik Universitätsklinikum Leipzig) and Herbie e.V.

Meanwhile, the subsidiaries have also been getting involved in efforts to tackle Covid-19. Porsche Consulting and MHP, for example, contributed their comprehensive consulting expertise to support the state governments’ crisis teams in Baden-Württemberg and Saxony. The sales company Porsche Deutschland supported the DRK Stuttgart and the Wohlfahrtswerk Stuttgart with donations and the delivery of supplies in the region. To take just one example, Porsche sports cars were used to deliver meals to care facilities and to drop off protective clothing and masks. Before Christmas, Porsche Deutschland made a further 50,000 euros donation to the global coronavirus emergency assistance organisation Aktion Deutschland Hilft e.V.

For their part, the international subsidiaries also simply got on with supporting their local organisations on a voluntary basis. A few examples: Porsche Italia, together with the Italian dealer network, donated 1.3 million euros to Caritas Italiana as part of the „Uniti per Ripartire“ campaign. More than 30,000 families received food vouchers and 5,000 school-age children were given devices to help with remote learning. Porsche Iberica stepped in to help people particularly affected by the crisis, providing food and meals. In the Porsche canteen meals were prepared and served to the elderly or donated to the non-profit organisation FESBAL.

Porsche Cars North America (PCNA) auctioned off the last 911 (type 991) to be built,  raising 500,000 US dollars during a seven-day online auction. The Porsche subsidiary then doubled the amount to one million dollars before donating the money to United Way Worldwide, an organisation that actively provides Covid-19 assistance in the USA. North American food banks were unable to meet the increased demand triggered by the pandemic. The Goodr Initiative responded to this problem, supporting families in need with pop-up grocery shops. PCNA supported this initiative at the Porsche sites in Atlanta and Los Angeles. Approximately 1,000 families benefited as a result.

Further donations

Children and young people
Porsche trainees have shown exceptional commitment to a good cause. Last year, they presented the Förderkreis krebskranke Kinder Stuttgart e.V., a children’s cancer charity, with a cheque for 10,000 euros. The money was the proceeds of a raffle held by the trainees during their Christmas party at the Porsche training centre. The Youth and Trainee Council (JAV) and the Works Council have been organising the raffle for the benefit of the cancer charity for many years now.

“A smile for company children with other strengths” (Lukas) is Porsche’s own initiative. The aim is to help employees’ children with serious mental or physical disabilities who require special support. Porsche helps to fund integrative kindergartens as well as care centres and all-day nurseries that provide childcare for employees' children.

Youth and training support
Porsche Junior improves the prospects of young people in the labour market. This social welfare project gives young people opportunities to gain important practical experience before starting a traineeship. Porsche has been supporting this project since 2011 and donated 30,000 euros during the reporting year. The sports car manufacturer also supports the Joblinge programme, which provided approximately 700 disadvantaged young people from the Stuttgart region with a place on a training scheme.

The “GaraGe” training initiative is based at the Technology Centre for Young People in the Plagwitz district of Leipzig, and is used by more than 80,000 children and young people every year. Porsche’s Technology Workshop, featuring a 911 Turbo, forms part of the Centre. Using the car as a real-life example, a Porsche employee introduces the young people to the world of automotive technology. Porsche Leipzig has been involved in the “GaraGe” project for 20 years now.

Aces for charity
As part of the “Aces for Charity” campaign at the Porsche Tennis Grand Prix, the company donated 50 euros for every ace hit during the “German Ladies’ Series presented by Porsche”. The German Tennis Federation launched this tournament series last year with the help of Porsche when tournaments were put on hold worldwide due to Covid-19. The players served a total of 385 aces – and Porsche generously rounded up the donated sum to 20,000 euros. This amount was split equally between two causes: the Agapedia Foundation, which runs various support projects for children who are in need or facing hardship, and the Baden-Württemberg Sports Federation, where the money was used in the “Integration through sports” federal programme.

International commitments
Porsche and its national organisations are involved in projects all over the world. Porsche China, for example, once again launched the “Dealer CSR Fund” in 2020, supporting local projects throughout China. The project proposals are submitted by Porsche dealers and implemented in collaboration with non-profit organisations. In 2020, Porsche China supported the “Mini Libraries & Reading Space in Rural Schools” project and the “Care for Kids - Anti Kidnapping Educational” programme.

Through its CSR campaign “Porsche Do Dream”, Porsche Korea aims to open new opportunities and prospects to disadvantaged children and young people. One part of this programme is “Porsche Dream-up”, a scholarship initiative for particularly talented young people in the fields of art and sports. “Dream Playground” creates play opportunities inside buildings. The background to this is that heavy fine dust pollution in many areas of Korea prevents children from playing outdoors. Six indoor playgrounds have already been built at Korean primary schools. Other projects under this initiative include “Porsche Dream Circle” for environmental education in schools, “Urban Bees Seoul”, a honeybee project for greater biodiversity in Seoul, “Seoul Bike X Art Collaboration”, an art project for bike sharing in Seoul City, and aid projects for families and artists who have been disadvantaged by the Corona crisis.

Porsche Latin America has been working with the charitable organisation “Un Techo” since 2012. This Latin American non-governmental organisation works to help socially vulnerable families in marginalised neighbourhoods, provides housing in areas of extreme poverty and also offers educational programmes. The donation made in the reporting year will be used to fund at least 50 houses in 14 Latin American countries.

CSR sponsorship

Funding of foundation chairs
Porsche also supports academic education through donations and works together with institutions of higher education. To take an example, the “Dr. Ing. h.c. F. Porsche AG Chair of Strategic Management and Digital Entrepreneurship” was created in July 2013 at the HHL Leipzig Graduate School of Management. By the end of 2020 more than 2,500 students had already benefited from the courses, seminars and projects on offer. The company also supports teaching, research and continuing academic development in the field of modularisation in vehicle development at Esslingen University of Applied Sciences.

Start-up contest for school pupils and trainees
“Jugend gründet” is a business plan and simulation contest organised by the Steinbeis Innovation Center for Business Development at Pforzheim University. Last year, more than 4,100 trainees and school pupils from year 10 and above from all over Germany submitted their start-up proposals. Porsche has been the main sponsor of the contest since 2016 and also awarded its special “Digital Future” prize for the second time in 2020. Three school pupils from a high school in Achern won over the judging panel with their “E-ChargeNets GmbH” start-up. This e-charging and billing concept uses public energy sources, such as street lamps, as charging stations for private e-vehicles. The winners’ prize was a visit to Porsche Digital in Berlin.

Youth development in sports

Supporting young people in sports is a fundamental element of Porsche’s philosophy of social responsibility. For many years now, the company has been supporting youth work in sports clubs within the context of its wider “Turbo for Talents” initiative. One particular focus is how to balance school, sports and working life. The programme also promotes social aspects and the teaching of values such as team spirit, fairness, passion and respect as well as the development of personalities. The Germany-wide CSR programme focuses on the Porsche site locations of Stuttgart and Leipzig. Since September, Porsche has also been involved in youth development work at Borussia Mönchengladbach.

West region
The new partnership with Borussia Mönchengladbach at the start of the 2020/2021 season means that Porsche youth sponsorship will also be represented in the west of Germany for the first time. In this way, the premium manufacturer is aiming to expand its social commitment across regional boundaries. At Borussia, Porsche sponsors the youth programme and lends its name to the renowned “Foal Stable” boarding school for young talent. In addition, Porsche's youth sponsorship programme “Turbo for Talents” features on advertising boards at the Bundesliga home games of the first division club.

Lutz Meschke, Deputy Chairman of the Executive Board and Member of the Executive Board for Finance and IT at Porsche AG: "Our commitment enables us to further expand the promotion of young talent. For us, it's about conveying values and social skills to young people through sport. Borussia Mönchengladbach is a partner with similar lived values: team spirit, respect, passion, tolerance and fairness also play a major role in Porsche's corporate culture."

In addition to promoting talent, successfully combining sports, school and leisure time is another important issue for both partners. This has already been successfully implemented for several years at the Mönchengladbach boarding school, the “Porsche Foal Stable”. Joint courses for the professional training of talented young players are also planned. The programme covers aspects including social media, how to apply for jobs, and child protection as well as the prevention of doping, racism and gambling addiction.

Sami Khedira, football world champion and ambassador of Porsche's youth sponsorship programme "Turbo for Talents" since 2018, also welcomes the partnership: "Youth work is enormously important, I know that from my own experience," says the long-time Bundesliga player. "With 'Turbo for Talents', Porsche is making a lasting commitment to society and taking responsibility - especially for young people. The projects enable children and young people to develop personally through sport. My heart beats for football. I am particularly pleased that Borussia Mönchengladbach, one of Germany's most popular football clubs, has become part of the initiative."

Taycan Turbo S, Anzeigenmotiv „Ballett am Kulturwasen“, 2020, Porsche AG

Cultural sponsorship

Open-air cinema and classical concerts in Leipzig
Event cancellations and the closure of leisure attractions dominated 2020. Porsche Leipzig found a fitting response. “Roadmovies” was the name given to a new event format in the customer centre – a drive-in cinema on the stage normally reserved for sports cars. There were no issues with maintaining social distance, and room for 200 vehicles at each showing on the impressive 144 square metre screen. With more than 2,400 attendees, “Roadmovies” proved to be a successful format. One of the programme highlights was a stream of the best bits of the popular open-air concerts held in the Rosental featuring the Leipzig Gewandhaus Orchestra from recent years. These concerts also had to be cancelled in 2020 due to coronavirus. The drive-in cinema provided safe entertainment in a special atmosphere. Porsche has been a partner of the Gewandhaus Orchestra since 2011, focusing on the “Klassik airleben” open-air concert events since 2014.

Stuttgart Ballett
Porsche extended its commitment as the principal sponsor of the Stuttgart Ballet in June 2020. The new contract runs until 2023 and also includes the presentation of the “Ballet in the Park” cultural event. Due to the pandemic, the Stuttgart Ballet and the sports car manufacturer joined forces to create an alternative to the cancelled open-air event “Ballet in the Park”: on 25 July, the première of the ballet evening "RESPONSE I", supported by Porsche, was performed in the opera house in front of a socially distanced audience of 249 people. The performance was also broadcast live and with free admission on the “BW-Bank Kulturwasen” big screen in Cannstatt. With parking spaces for around 1,000 vehicles, more than 2,000 people were able to enjoy the première from the comfort of their cars. Another 250 people were able to watch from deck chairs. In this way, the Stuttgart Ballet remained true to its motto of “Ballet for all”.

One month earlier, the new building housing the John Cranko School was completed. The School has been attracting exceptional ballet talent from all over the world for decades. Porsche provided significant support for the project with a donation of ten million euros. The funding was provided through a foundation that the sports car manufacturer established in 2013 together with the city of Stuttgart. The School’s new home is an impressive tiered structure over ten floors. It is big enough to accommodate and train up to 150 young dancers in the future.

Ferry Porsche Foundation

The Ferry Porsche Foundation, established in 2018, also focuses on a broad range of social responsibilities. Its main focus is support for children and young people, mainly in and around the company’s factory sites, where the foundation supports projects in science, research, training, schooling and education. It also supports initiatives in the areas of culture and environmental conservation and helps people who find themselves in social need.

Even in such a turbulent year as 2020, the Ferry Porsche Foundation was able to make an important contribution to the community and assume social responsibility through its own programmes and sponsorships. Despite not being able to hold its usual 6-hour race, the Foundation was still able to support six “everyday heroes” in the form of charitable institutions and associations by donating a total of 200,000 euros. The Olgäle Foundation for Sick Children, the Stuttgart Children's and Youth Hospice, the Gustav Werner School in Zuffenhausen, the Neuwirtshaus School in Zuffenhausen, the Frühstück für Kinder Association that provides breakfasts to schoolchildren, and the Lebenshilfe Stuttgart organisation were once again delighted to receive donations of 33,333 euros each. In December, in honour of the 111th anniversary of the birth of Prof. Ferdinand “Ferry” Porsche, the Foundation donated 5,000 euros to 111 food banks in Germany, making a total donation of 550,000 euros.

In keeping with the motto “Ferry Porsche educates”, the Foundation provided around one million euros, as it did in 2019, in support of gifted students at schools in the Stuttgart area, for environmental education projects, for inclusion in sports and for the education of children and young people with social and health-related disadvantages. The objectives are to promote young talent, to share knowledge and to give socially disadvantaged people access to qualifications and training opportunities.

The Ferry Porsche Challenge was held for the first time. This non-profit fundraising competition supported 70 sustainable projects, creative ideas and new initiatives with a total of 1.5 million euros – 500,000 euros more than originally planned. Around 600 projects in the Stuttgart and Leipzig area had applied for funding. The “Ferry Porsche Challenge 2021” launched in November under the motto “Making schools digital”. This time, it is aimed at digital projects from schools in Baden-Württemberg and Saxony, for which an amount of one million euros has been earmarked.

The foundation is also active internationally: in cooperation with SOS Children’s Villages, it set up a digital education project in São Paulo (Brazil) and also provided support there in the form of basic food and personal hygiene items.

“We support people who need our help. In a figurative sense, the Ferry Porsche Challenge is a bridge that makes life more worth living. For us, it’s about creating social impetus: taking responsibility for others, volunteering, realising projects sustainably. These are the values that Ferry Porsche, whose name we bear, embodies.”

Dr Sebastian Rudolph Chairman of the Ferry Porsche Foundation

Ferry Porsche Challenge, 2019, Porsche AG

SPORTS

Social commitment and activities in the sporting arena go hand in hand at Porsche. The company’s diverse and sustainable commitment to sports is also anchored in its sports sponsorship strategy. The company uses various platforms for traditional brand communication and for special experiences. Porsche has, for example, been the organiser of the Porsche Tennis Grand Prix since 2002 and the title sponsor of the Porsche European Open since 2015. In this way, the company brings annual sporting highlights to tennis and golf fans and the Stuttgart and Hamburg regions.

Tennis

Porsche has been involved in women’s tennis since 1978, when it became the title partner of the Porsche Tennis Grand Prix during its first staging in Filderstadt, before also taking on the role of tournament promoter in 2002. Since then, the company has expanded its involvement in tennis considerably worldwide. In addition to its own WTA tournament held at the Porsche Arena in Stuttgart, the premium manufacturer has supported other WTA tournaments in the capacity of automobile partner in recent years and is the title sponsor of the “Porsche Race to Shenzhen”, the official season-long race to qualify for the WTA Finals. Due to the coronavirus crisis, the Porsche Tennis Grand Prix and the Porsche-sponsored WTA Finals tournament in Shenzhen had to be cancelled for the first time in their history. Despite the difficult year, Porsche was present at four WTA tournaments during 2020, albeit without any spectators in two cases, namely the Western & Southern Open in New York and the tournament in Linz, Austria. In this way, the company has once again underlined how relevant tennis is.

The reporting year also saw the first staging of a new tournament series in Germany. As part of its long-standing partnership with the German Tennis Federation (DTB), Porsche supported the “German Ladies’ Series presented by Porsche”. This tournament series, which was held over several weeks due to the worldwide tournament hiatus caused by Covid-19, helped a large number of German professionals to gain matchplay experience and to continue to pursue their profession. Also featuring in the draws were numerous players from the DTB junior teams, the Porsche Talent Team and the Porsche Junior Team as well as three members of the Porsche Team Germany: Laura Siegemund, Anna-Lena Friedsam and Mona Barthel. “The fact that Porsche is now also playing a major role in this new tournament series as part of its long-standing partnership with the DTB and its involvement with the national German tennis centres in Stuttgart and Kamen demonstrates the company’s sustained commitment to German women’s tennis and to supporting up-and-coming players. Particularly now, in such challenging times, this close cooperation with our partner is so important,” explained Barbara Rittner, Head of Women’s Tennis at the German Tennis Federation. The excellent tie-up between sports and social commitment was also demonstrated by the “Aces for Charity” initiative, as a result of which Porsche donated a total of 20,000 euros to social causes.

Porsche and the DTB also announced the extension of their successful cooperation in December. This partnership, which has been in place since 2012, includes support for Porsche Team Germany in the Billie Jean King Cup (formerly the Fed Cup) as well as for the new generation of female players in the Porsche Talent Team and Porsche Junior Team. The faces of Porsche’s successful commitment to women’s tennis are Angelique Kerber, as well as Julia Görges and Maria Sharapova, who both retired from the women’s tour in 2020. These women are known for their class and personality on and off the court, and represent Porsche and its philosophy as brand ambassadors on the global stage.

Paul Casey, Porsche Brand Ambassador and Winner of the Porsche European Open 2019, Porsche Nord Course, Hamburg, Germany, 2020, Porsche AG

Golf

Golf is another sports with a long tradition at Porsche. More than 30 years ago, the company launched the Porsche Golf Cup for its customers in Germany. The international growth of this exclusive series of amateur tournaments demonstrated just how popular golf is among the target group and also inspired Porsche to become involved with men’s professional golf, as title partner in the Porsche European Open. After Porsche revived the prestigious European Open in 2015, the sixth edition of the traditional tournament of the European Tour and the fourth in the Hamburg metropolitan region was cancelled this year due to the pandemic. Likewise, the Porsche Golf Cup could not be held this season.

As part of its partnership with the European Tour, however, Porsche was involved in the newly created UK Swing with six consecutive tournaments in the UK and the “Golf for Good” charity initiative during the year under review. In the autumn, Porsche reaffirmed its commitment to golf, extending its title sponsorship of the Porsche European Open for a further three years until 2023. From 3 to 6 June 2021, world-class golfers will once again tee off on the Porsche North Course at the Green Eagle Golf Courses just outside Hamburg.

World-class British golfer Paul Casey competed as a Porsche brand ambassador for the first time at the US Open in September, the second major tournament of the year. The Englishman is the first brand ambassador from the world of golf. He has been among the world’s top players for almost two decades, climbing as high as number three in the world rankings, most recently featuring as a regular in the top 20, and has won the Ryder Cup three times. Casey won his 19th professional title at the Porsche European Open 2019, which Porsche has supported as title sponsor since 2015. Casey thrilled the fans attending the tournament in Hamburg with a performance that was characterised by his infectious passion for the event. For example, he spent an entertaining evening with members of the Porsche Golf Circle Community during the week-long competition. Casey has had the Porsche logo displayed on his bag since the US Open and, alongside the Taycan, was the main face of the international “Make it happen” golf campaign. The campaign provides a credible illustration of how dreams can come true – even as a child, the 43-year-old wanted to become a professional golfer and drive a Porsche.

"The name Paul Casey has stood for outstanding golf for around 20 years. In addition, he is a likeable and clever person who knows how to transport the values of our brand sustainably with his connection to Porsche. At the same time, the cooperation underlines the importance of golf for Porsche," says Oliver Blume, Chairman of the Executive Board of Porsche AG.

For the 43-year-old Casey, a dream came true: "As a little boy, I dreamed of two things: I wanted to become a professional golfer and drive Porsche sports cars. It makes me incredibly happy to actually be able to live these dreams. The fact that both passions can now be combined is the crowning glory. It's an honour to know that Porsche is now even closer to my side."

Brand ambassadors

Forming part of the Porsche family, Porsche’s brand ambassadors are selected strategically and appear in targeted internal and external PR and marketing communications. They lend a personal touch and give a special profile to the company’s unique products and to the company as a whole. Their involvement in events heightens the attendees’ experience and boosts coverage in the media and public domain.

In 2020, Paul Casey became the first ambassador from the world of golf to join the Porsche family. Tennis superstar Maria Sharapova is another brand ambassador, alongside the two best German players on the women’s tour over recent years, Angelique Kerber and Julia Görges. From the world of football, Sami Khedira, a member of Germany’s World Cup-winning side, is an ambassador for Porsche youth development.

Brand ambassadors for the sports car manufacturer in 2020 also included German rally driver Walter Röhrl, Australian World Endurance Champion Mark Webber, and two-time Norwegian Olympic champion Aksel Lund Svindal, as well as actor Richy Müller and musician Udo Lindenberg, all of whom featured in Porsche’s corporate and product communications.

Two former Porsche works drivers also perform the role of brand ambassador: GT specialist and development driver Jörg Bergmeister and the two-time Le Mans winner Timo Bernhard. As one of the most successful endurance racers of all time, Timo Bernhard is a very credible ambassador for Porsche team spirit. He is able to pass on his experience and his team leadership qualities within the Porsche family and shares his passion for sports cars with young drivers, journalists, customers and fans all over the world. With specific regard to the grassroots of his sports, he has gained new perspectives from the collaboration with Germany’s U21 national coach Stefan Kuntz from the German Football Association (DFB). A report on this tie-up across sports was broadcast in May 2020 during the ARD channel’s Sportschau programme. The two-time Le Mans winner and World Endurance Champion has also been a mentor for young drivers in the Porsche Talent Pool since 2020.

Jörg Bergmeister is another brand ambassador with the ultimate level of driving expertise. Part of his role is to support the development of future production sports cars. He is a test and development driver for the 911 series, applying his knowledge from 20 successful years in professional racing to new vehicle projects. Bergmeister also spends time at the track as part of the Porsche Racing Experience and gives customers driving training sessions in various vehicle models.

The sustainability of the Porsche motorsport experience is particularly evident when dealing with new challenges. For their part, Jörg Bergmeister and Timo Bernhard demonstrated genuine team spirit even during the coronavirus crisis: Both stepped in again as works drivers and competed for Porsche Motorsport during individual endurance races in the second half of the year.

Endurance world champion Mark Webber also has several years of motorsport experience at Porsche behind him. The charming and eloquent Australian represented the company at the press driving event for the 718 model series in Estoril (Portugal) in 2020, familiarising journalists with the finer points of Porsche sports car technologies. The former Formula 1 driver demonstrated his versatility as a presenter and introduced the new Porsche 911 Turbo S at the first virtual world product launch in early March. As part of the #GetCreativeWithPorsche campaign initiated by Porsche, he shared everyday tips for keeping fit at home.

Brand Ambassadors and Friends of the Brand, 2021, Porsche AG

Walter Röhrl is considered a genius on wheels. This rallying legend has been a Porsche brand ambassador across the world since 1993 and embodies the company’s ideals like few others. Particularly when presenting products with a link to a race track or with a historical reference, he is able to successfully contribute his many years of experience to product presentations. Thanks to his ability to explain driving behaviour at the limit precisely and simply, he is always a welcome discussion partner for journalists and customers alike. At the press driving event for the new 911 Turbo at the Hockenheimring, Röhrl built an elegant and credible bridge to the previous generations without losing the connection to the new 911 Turbo (type 992).

When success meets appreciation: As one of the best alpine ski racers in the world, Aksel Lund Svindal's familiarity with straights and corners also gives him the necessary feel for driving sports cars safely, and not just on snow and ice. At the première of the Taycan 4S in Levi (Finland), Svindal demonstrated his driving skills and at the GP Ice Race in Zell am See (Austria) at the beginning of February, he also demonstrated the art of skijoring in his quintessentially laid-back, Norwegian manner. The likeable Norwegian and two-time Olympic champion embodies the brand values of the Stuttgart-based sports car manufacturer with his relaxed, understated style.

German rock legend Udo Lindenberg has always been a Porsche fan and has even gone as far as writing songs in his Panamera. He explained his affinity for the Porsche workforce in an interview for the Carrera media, reporting on his personal experiences of lockdown with helpful hints and tips on how to prevent boredom setting in when following advice to #stayathome. Many joint projects, such as the training and workshop project in Kenya, had to be put on hold for the time being due to the current situation. As a result, the Udo Lindenberg Foundation focused on its own social projects such as a food programme initiated by the “St. Joseph House of Hope Foundation” to ensure that the people in St. Joseph are supplied with the most necessary basic foodstuffs.

The actor Richy Müller also helped to raise the spirits of Porsche employees in a home video during the pandemic, demonstrating how he makes good use of his time during lockdown. To mark the debut of the new 911 Targa 4S, Müller was a guest at the Porsche Museum in July with his brown Targa from the Tatort TV series, providing a striking contrast between the latest version and one of its most famous predecessors. Most recently, Müller, who received the Order of Merit of the State of Baden-Württemberg in 2017 for his commitment to social causes, was a guest at the Theatrium in Leipzig. This non-profit initiative of großstadtKINDER e.V. offers children and young people meaningful leisure activities. During an acting workshop, he introduced the young people to the art of making a good film and divulged a few secrets about the life of a TV detective.

Maria Sharapova retired from tennis in March 2020. A five-time Grand Slam champion and three-time winner of the Porsche Tennis Grand Prix, she is one of the sport’s superstars. Sharapova has remained loyal to the Porsche brand and, together with Jörg Bergmeister, was the face of the virtual 911 Targa launch. Like Mark Webber she was also involved in #GetCreativeWithPorsche, sharing her favourite recipes for healthy eating. At the end of the year, the Russian was the first English-speaking guest on the new "9.11" podcast.

Meanwhile, a second brand ambassador from the world of tennis announced her retirement from competition in October, namely Julia Görges. In an interview with Tennis Magazin before her retirement, she shared her serving tips. She also shared insights from her life on the tour in an interview in Electrified Magazin, in which she also spoke about her interest in sustainability issues.

Angelique Kerber had her tennis season cut short too, in her case by injuries and the pandemic. The three-time Grand Slam winner spent some time in the Porsche Newsroom divulging how she prepares for tournaments and her motivation techniques. She also presented awards to the winners of Porsche Germany’s marketing prize as part of a digital ceremony.

Sami Khedira has been an ambassador for Porsche youth development since 2018, sharing his wealth of experience as a professional sportsman with up-and-coming young players. A native of Stuttgart, Khedira is a fitting brand ambassador even outside the “Turbo for Talents” initiative, not least thanks to his social commitment, for which he, like Richy Müller, received the Order of Merit of the State of Baden-Württemberg. In 2020 the footballer, who was part of Germany’s World Cup-winning team, talked about his love of the 911 and his daily routine in Porsche’s Christophorus magazine. Alongside Porsche employees, he took part in the Diversity Team Challenge, an online quiz dedicated to equal opportunities and diversity at Porsche.

Some of the Porsche brand ambassadors demonstrated their sense of family and social responsibility in a joint film made in late March: Sharapova, Webber, Kerber, Khedira, Görges, Svindal and friend of the brand Patrick Dempsey appealed for solidarity in the fight against the coronavirus. The film generated a great deal of attention on social media around the world.

Angelique Kerber, Porsche Brand Ambassador, 2020, Porsche AG

Brand Ambassadors show their spirit of togetherness

Start video (2:10)

COMMUNICATIONS

Cementing a credible reputation

Reputation is key to Porsche's long-term business success, and communication provides the central foundation. Since it reinforces the public image and social acceptance of the brand, the company and its products. And thus creates meaning and value. Given the importance of communication, the sports car manufacturer introduced a reputation analysis in 2020, to measure progress.

At Porsche, global communication is strategically managed and operationally implemented through the Communications, Sustainability and Politics division. This is where the company’s diverse communication measures are designed, pooled, harmonised and tailored to the relevant target groups, markets and channels. Measures address all internal and external stakeholders, from the media and politicians, to interest groups, society and Porsche employees.

Sustainability is a fundamental pillar of the Porsche strategy. Consequently, it also plays an outstanding role in communications. It contributes significantly to Porsche’s excellent reputation. The division organises the dialogue with stakeholders, the exchange of information through networks and the integration of the Porsche Sustainability Council, which comprises renowned independent experts.

Credibility creates confidence

Authenticity and transparency improve the company’s credibility and create a basis of confidence for open dialogue with stakeholders. Internally, this is reflected in a corporate culture that values openness, responsibility and mutual admiration. Externally, the excellent quality of the operational communication activities means that the information published by Porsche is highly regarded.

During the year under review, Porsche Communications published just under 450 press releases. Globally, the company successfully placed its products and stories on 95 front pages. This earned Porsche a PR value of 1.377 billion euros. The PR value reflects the added value of effective communication work.

Focus on the product

Product communication plays a significant role, especially as part of the introduction of new models. To generate high public awareness in anticipation of the commercial launch, new products are presented to international media in advance, at motor shows and the company’s own premières. Automotive journalists get to experience new models up close, putting them through their paces at driving events. Technology workshops allow the sports car manufacturer to present its latest innovations.

In 2020, Porsche unveiled many new models in international markets. The first major press driving event took place in February. The Estoril circuit in Portugal was the backdrop as the company presented its new Macan GTS, 718 Boxster GTS 4.0 and Cayman GTS 4.0 models. Around 250 journalists from around the world put the vehicles through extensive tests.

Resolute digitalisation

The year under review presented exceptional challenges for Porsche Communications. The coronavirus crisis rewrote the rules of the game. The first major events were already being cancelled in late February. Then, government public health measures to prevent the spread of Covid-19 brought motor shows and press driving events to a complete halt. Porsche’s communication experts came up with innovative solutions in this “new normal”, quickly developing a range of new digital formats.

The world première of the 911 Turbo S, for example, took place not at the Geneva International Motor Show as planned, but online, as a virtual event. With great success. More than 5.4 million viewers followed the live broadcast of the première on the web. Over 900 press articles have been published about the new top-of-the-range 911 model.

Digital world premiere of the 911 Turbo S

Start video (13:48)

Porsche’s corporate communications were also affected by the pandemic. The annual press conference scheduled for 20 March had to be moved online at short notice. To great acclaim as it turned out, with more than 5,250 international journalists logging in to the live stream with Oliver Blume (Chairman of the Executive Board) and his deputy Lutz Meschke (Member of the Executive Board for Finance and IT). Over the following days, the video notched up 1.6 million views. There were more than 100 press articles around the world covering the content of the presentation.

Innovative communication concept

Press events around the planned world premières of the new Porsche 911 Targa and Porsche 911 Targa 4S “Heritage Design Edition” also had to be cancelled. Instead, Porsche developed an innovative integrated communication concept in their place. This makes much greater use of digital content, alongside the traditional measures. Three new episodes were commissioned as part of the well-established "9:11 Magazine" web TV format. The three-part show provided additional information as well as content with emotional appeal for editorials and reporting. More than 120,000 viewers worldwide followed the online presentation of the two 911 models via a range of channels.

It was not until mid-June that the first live driving event could take place again. Automotive journalists took the Cayenne GTS and Cayenne GTS Coupé for a spin around Zuffenhausen. One month later, experts from the media were able to test the 911 Targa 4, the 911 Targa 4S and the 911 Targa 4S “Heritage Design Edition” on the tarmac outside Stuttgart.

In September, Porsche issued an invitation to the Bilster Berg circuit in Bad Driburg. At the event, accredited experts from the media were given a more detailed look at the development of the second-generation Panamera. They were able to drive the Panamera, Panamera 4, Panamera 4S E-Hybrid, Panamera GTS and Panamera Turbo S variants.

Live digital format

Twelve months after the world première of the Taycan, a new live digital format “Talk Electric” was launched in September. In conversation with an expert motor journalist, a Porsche specialist presented the technical details and future prospects for the company’s first all-electric sports car. In an interview, Executive Board Member for Development Michael Steiner explained the contribution made by synthetic fuels to the sustainable decarbonisation of vehicles with combustion engines. Another edition of “Talk Electric” focused on the topics of range and charging. Journalists participated in the live show online, asking their questions through a chat function.

The “Talk Electric” interviews were all recorded and presented at a digital press conference for the Taycan Regional Tour in Germany at the end of September. The tour took place in the Hockenheimring, Munich, Leipzig and Hamburg. Regional media experts in each location were given the chance to try out the innovative Porsche electric sports cars for themselves.

In late October/early November, the company invited selected journalists to the Hockenheimring, where the 911 Turbo Coupé and Cabriolet were presented. At the same time, the 718 Cayman GT4 (fuel consumption combined (NEDC) 10.2 l/100 km, CO₂ emissions combined (NEDC) 232 g/km) and 718 Spyder (fuel consumption combined (NEDC) 10.2 l/100 km, CO₂ emissions combined (NEDC) 232 g/km), two models from the 718 series that feature the Porsche Doppelkupplung (PDK) transmission, were introduced. Later that month, towards the end of November, Porsche welcomed members of the press to an event in the Munich area. Three hybrid versions from the next generation Panamera series were put under the lens: the Panamera 4 E-Hybrid, the Panamera 4S E-Hybrid and the Panamera Turbo S E-Hybrid.

911 Targa 4S Heritage Design Edition, 2020, Porsche AG

Augmented Reality

Porsche is also systematically making its product presentations more sustainable: at driving events, it has been common until now to demonstrate technical components such as engines and transmissions. These all had to be transported to the event. Recently, the Communications division launched a pilot project with the aim of reducing the carbon footprint of its events. Now, it uses Augmented Reality (AR) technology to present its technologies in fine detail in a virtual environment. Smart phone apps render the associated animations in real time. As a result, the actual components no longer need to be transported and the carbon emissions associated with these events can be significantly reduced.

At the same time, by means of AR technology journalists can create even more enticing and interesting audiovisual content. For example, they can use their smart phone camera to record a video of the Porsche Taycan. An app on the phone enables an AR layer and adds graphics that show key information such as vehicle specifications. It is even possible to place the electric sports car virtually in a completely different environment, such as on a race track or cruising down the strip. Another function is the transparency mode: A transparent clone of the vehicle is displayed next to the actual car, allowing the viewer to see inside and examine the technology under the skin, such as the drivetrain or chassis.

Porsche Newsroom, 2019, Porsche AG

First-hand information

The Porsche Newsroom is a central information platform that serves journalists from across the globe as the first point of contact for news about the company and its products. In addition, the public at large are increasingly using the newsroom.porsche.com website to get information first-hand.

During the Covid-19 crisis, the newsroom’s editorial team created added value with their #GetCreativeWithPorsche lockdown campaign. Well-known experts contributed their hints and inspiration on how to get through lockdown. For example, Porsche Chief Designer Michael Mauer shared how to draw a 911. Brand ambassadors also got in on the act with Mark Webber providing workout advice and Maria Sharapova gave tips on healthy eating. And champion sim racer Max Benecke revealed the challenges of virtual motorsports.

The Porsche Newsroom published 713 articles in the year under review. More than 6.1 million page impressions were clocked up by 3.4 million visitors in total. The information was offered in versions for ten different markets: USA, China, Germany, Russia, Switzerland, France, Spain, Latin America, Australia and International.

Targeted communication

Direct communications through social media are becoming increasingly important. Far-reaching profiles on Twitter, Instagram and Drivetribe all contribute to the success of Porsche’s communications. Porsche registered 1.2 million followers on its Newsroom channel on Instagram during the year under review, achieving some 150 million impressions. The company recorded 36.4 million impressions through Drivetribe. Twitter contributed 590,000 followers with 17.3 million impressions. Across all of its social media channels in 2020, Porsche achieved a total of 288 million impressions and had some three million followers.

Launched in November 2018, the Porsche NewsTV web channel also enjoys high numbers of views for its attractive and informative video streams. The platform brings together exclusive video content from the sports car manufacturer for journalists, bloggers and the online community. A Content Delivery Network (CDN) is used to ensure that the videos are distributed quickly around the world. At the end of August, the new Panamera celebrated its world première on NewsTV. The bilingual broadcast in German and English reached approaching 100,000 viewers.

The web video series “DANCE – inspired by Porsche” was honoured with the International Communicators Award of the Academy of Interactive & Visual Arts in two categories during the year under review. The format won both the Award of Excellence and the Award of Distinction. The video series featuring global ballet star Friedemann Vogel focused on the fascinating power of dynamic movement, both in dance and when driving a Porsche sports car.

Sustainable print format

Porsche’s flagship communication is Christophorus. The magazine has a long-standing tradition, engaging Porsche customers and interested members of the public since 1952. The four editions published in the year under review appeared in 13 languages with a global print run of 600,000 copies per edition. Porsche also publishes the magazine content online, in all of the available languages. The web version at christophorus.porsche.com includes additional photography alongside the articles from the print magazine.

Sustainability plays a key role in the magazine’s production. Christophorus is printed on FSC-certified paper using the latest processes. A combined heat and power (CHP) source ensures that up to 52 per cent less CO2 is emitted compared with traditional printing processes.

During the reporting year, Christophorus was recognised with several awards. Issue 391 took the “German Design Award 2020” in the “Excellent Communications Design Editorial” category. With issue 393, Porsche not only won gold and silver in the “Best of Content Marketing Award 2020”, but was also named the winner of the “German Brand Award”. Finally, the XL Special Christophorus Edition “The People Issue” won the “Automotive Brand Contest”.

Enhanced with online video

The "9:11" digital video channel is the multimedia partner to Christophorus. The online magazine show provides exactly nine minutes and eleven seconds of captivating audio and video footage featuring people’s love of all things Porsche.

"9:11" has a deep commitment to journalistic story-telling. Each edition is based around a particular theme. The topics given the multimedia treatment range from highlights of the past through to Porsche of the future. Journalists and online distributors are welcome to use the content in their own media.

As in the previous year, "9:11" won a number of prizes again in 2020. Two video articles were honoured with the “Best of Content Award 2020”. The gold medal went to “Freedom to the power of 911”, while silver was won by an article explaining the innovative hairpin technology in the Porsche Taycan’s electric motor. Prizes in the “Automotive Brand Contest 2020” went to the “Taycan”, “The motorsports gene”, “911 and the tides”, as well as “Freedom to the power of 911” again. The German Art Directors Club also announced two awards for the "9:11 Magazine".

Kai Diekmann, Oliver Blume, Sebastian Rudolph, l-r, 2020, Porsche AG

Innovative podcasts

Porsche made a logical addition to its digital communications in the year under review, with the launch of its new podcast format “9:11” at the end of August. In this show, the sports car manufacturer provides a monthly update on interesting topics from the world of business, society and sports. In the opening episode, Oliver Blume (Chairman of the Executive Board) spoke to journalist and entrepreneur Kai Diekmann about the coronavirus and its impact. Subsequent episodes discussed topics such as the mythology of the Le Mans race, design and e-racing. An English version of the podcast made its debut in November. Detlev von Platen (Executive Board Member for Sales and Marketing) kicked off the first episode chatting with tennis superstar and entrepreneur Maria Sharapova about successful brands.

Porsche Communications had already introduced two other podcasts previously: since July 2019, the company has been providing insights from the world’s first purely electric racing series with the Formula E podcast “Inside E”. And in April 2020 it launched “Next Visions”, a podcast that explores the futuristic visions of inspiring personalities from within Porsche’s own ranks as well as from the wider world.

Instilling confidence in Porsche’s people

Porsche’s internal communications also adapted quickly and professionally to the challenges of the “new normal” from the start of the coronavirus pandemic. Especially in times of crisis, it is vital to keep providing employees with up-to-date and clear information. At Porsche, internal communication comes first. Any events, developments and decisions that are relevant for the company are, where possible, communicated to the workforce before the general public. This builds confidence.

A central role in this communication is played by the internal Carrera media. Whether in digital formats on the intranet or in printed publications, the Carrera formats foster an identity and ensure the utmost transparency. For example, Carrera Online gave employees early warning that Porsche would have to pause production because of the pandemic. Workers were then kept up to date on subsequent developments by a live ticker that scrolled across the intranet pages. The ticker was viewed 88,600 times.

The digital information offering has been enhanced by a special Carrera app for smart phones, featuring push notifications. This app provided fast, easy-to-access information about news that affected the company, in particular on the impact of the coronavirus crisis on Porsche and its workers. In addition, a chatbot was provided to answer frequently asked questions on the topic.

Carrera media: A functional eco system

The Chairman of the Executive Board personally provided information to the workforce: Oliver Blume addressed employees directly in numerous video messages broadcast via Carrera Online. He spoke about the Executive Board’s key decisions and latest developments in response to the coronavirus crisis.

Up to four multimedia articles a day are published by the Carrera Online editorial team. These keep the company’s employees, as well as staff at the subsidiaries, fully up to date. The latest news, video articles from Carrera TV and a range of other services complete the offering. Carrera TV produces up to three new video packages each week. In addition, the Executive Board make video presentations when circumstances require. Extra AR content and audio features can be accessed via the Carrera mobile app.

During the year under review, there were seven editions of the four-page Carrera site newspaper, with 5,800 printed copies. This provided employees in Zuffenhausen, Weissach and Leipzig with specific local information. An eight-page special edition was dedicated to the coronavirus pandemic.

The Carrera Magazine has a print run of 35,000 copies stretching over 60 pages in each issue, published four times a year. Each issue is dedicated to a specific topic. While the first quarter’s edition in 2020 was still an automotive-focused issue around the topic “Turbo”, by the time August had come around the magazine was concentrating on the coronavirus and its impact on the company. Other areas of interest included the Weissach Development Centre and the new Porsche Strategy 2030.

The Carrera publications regularly win awards. The panel behind the “German Brand Award 2020” recognised the Carrera Magazine with a silver medal for its “Digitalisation” issue.

Prize-winning publications

Other Porsche media projects also won plaudits during the year under review. The Porsche Annual and Sustainability Report 2019, the Porsche Art Book and the Porsche 911 Design Book were all awarded a German Design Award.

The Annual and Sustainability Report 2019 also won the Red Dot Awards “Best of the Best” top prize. In addition, the League of American Communications Professionals (LACP) listed the publication at number 4 in its Top 100 Reports worldwide. The International Creative Media Award (ICMA) silver medal in the “Annual Report Print” category also went to the Annual and Sustainability Report 2019.

The “Roads to Taycan” book was honoured with the “Best of Best” award in the Corporate Publishing category. This lavishly designed photobook accompanied the commercial release of Porsche’s first entirely electric sports car.

Today’s Porsche Communications division is well established for the future, both internally and externally. A cross-media ecosystem of mutually complementary digital channels and printed media makes a major contribution in this regard. This diverse range of publications has proven its worth during the coronavirus crisis. It will now be further expanded. Captivating stories beautifully told combine with highly informative content to successfully convey the company’s authentic voice to the world at large, thus cementing Porsche’s reputation for the long term.

 

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Annual and Sustainability Report 2020 Porsche AG
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Consumption data

Cayenne GTS Coupé

WLTP*
  • 14.0 – 13.3 l/100 km
  • 318 – 302 g/km

Cayenne GTS Coupé

Fuel consumption / Emissions
fuel consumption combined (WLTP) 14.0 – 13.3 l/100 km
CO₂ emissions combined (WLTP) 318 – 302 g/km
NEFZ*
  • 11.4 – 11.2 l/100 km
  • 260 – 256 g/km

Cayenne GTS Coupé

Fuel consumption / Emissions
fuel consumption combined (NEDC) 11.4 – 11.2 l/100 km
CO₂ emissions combined (NEDC) 260 – 256 g/km

Panamera 4

WLTP*
  • 11.3 – 10.4 l/100 km
  • 257 – 235 g/km

Panamera 4

Fuel consumption / Emissions
fuel consumption combined (WLTP) 11.3 – 10.4 l/100 km
CO₂ emissions combined (WLTP) 257 – 235 g/km
NEFZ*
  • 8.8 – 8.7 l/100 km
  • 202 – 199 g/km

Panamera 4

Fuel consumption / Emissions
fuel consumption combined (NEDC) 8.8 – 8.7 l/100 km
CO₂ emissions combined (NEDC) 202 – 199 g/km

Panamera Turbo S E Hybrid models

WLTP*
  • 2.9 – 2.7 l/100 km
  • 69 – 62 g/km
  • 24.9 – 24.0 kWh/100 km
  • 46 – 50 km

Panamera Turbo S E Hybrid models

Fuel consumption / Emissions
fuel consumption combined (WLTP) 2.9 – 2.7 l/100 km
CO₂ emissions combined (WLTP) 69 – 62 g/km
electric power consumption* combined (WLTP) 24.9 – 24.0 kWh/100 km
electric range combined (WLTP) 46 – 50 km
electric range in town (WLTP) 49 – 50 km
NEFZ*
  • 2.8 – 2.7 l/100 km
  • 63 – 62 g/km
  • 22.8 – 21.8 kWh/100 km

Panamera Turbo S E Hybrid models

Fuel consumption / Emissions
fuel consumption combined (NEDC) 2.8 – 2.7 l/100 km
CO₂ emissions combined (NEDC) 63 – 62 g/km
electric power consumption* combined (NEDC) 22.8 – 21.8 kWh/100 km

911 Turbo S

WLTP*
  • 12.3 – 12.0 l/100 km
  • 278 – 271 g/km

911 Turbo S

Fuel consumption / Emissions
fuel consumption combined (WLTP) 12.3 – 12.0 l/100 km
CO₂ emissions combined (WLTP) 278 – 271 g/km
NEFZ*
  • 11.1 l/100 km
  • 254 g/km

911 Turbo S

Fuel consumption / Emissions
fuel consumption combined (NEDC) 11.1 l/100 km
CO₂ emissions combined (NEDC) 254 g/km

911 Turbo

WLTP*
  • 12.3 – 12.0 l/100 km
  • 279 – 271 g/km

911 Turbo

Fuel consumption / Emissions
fuel consumption combined (WLTP) 12.3 – 12.0 l/100 km
CO₂ emissions combined (WLTP) 279 – 271 g/km
NEFZ*
  • 11.1 l/100 km
  • 254 g/km

911 Turbo

Fuel consumption / Emissions
fuel consumption combined (NEDC) 11.1 l/100 km
CO₂ emissions combined (NEDC) 254 g/km

Cayenne GTS

WLTP*
  • 14.1 – 13.3 l/100 km
  • 319 – 301 g/km

Cayenne GTS

Fuel consumption / Emissions
fuel consumption combined (WLTP) 14.1 – 13.3 l/100 km
CO₂ emissions combined (WLTP) 319 – 301 g/km
NEFZ*
  • 11.4 – 11.2 l/100 km
  • 260 – 255 g/km

Cayenne GTS

Fuel consumption / Emissions
fuel consumption combined (NEDC) 11.4 – 11.2 l/100 km
CO₂ emissions combined (NEDC) 260 – 255 g/km

Panamera 4S E-Hybrid models

WLTP*
  • 2.9 – 2.2 l/100 km
  • 67 – 50 g/km
  • 24.9 – 22.6 kWh/100 km
  • 45 – 53 km

Panamera 4S E-Hybrid models

Fuel consumption / Emissions
fuel consumption combined (WLTP) 2.9 – 2.2 l/100 km
CO₂ emissions combined (WLTP) 67 – 50 g/km
electric power consumption* combined (WLTP) 24.9 – 22.6 kWh/100 km
electric range combined (WLTP) 45 – 53 km
electric range in town (WLTP) 48 – 54 km
NEFZ*
  • 2.3 – 2.0 l/100 km
  • 53 – 47 g/km
  • 19.5 – 17.4 kWh/100 km

Panamera 4S E-Hybrid models

Fuel consumption / Emissions
fuel consumption combined (NEDC) 2.3 – 2.0 l/100 km
CO₂ emissions combined (NEDC) 53 – 47 g/km
electric power consumption* combined (NEDC) 19.5 – 17.4 kWh/100 km

718 Boxster GTS 4.0

WLTP*
  • 10.9 – 10.1 l/100 km
  • 247 – 230 g/km

718 Boxster GTS 4.0

Fuel consumption / Emissions
fuel consumption combined (WLTP) 10.9 – 10.1 l/100 km
CO₂ emissions combined (WLTP) 247 – 230 g/km
NEFZ*
  • 10.8 –9.6 l/100 km
  • 246 – 219 g/km

718 Boxster GTS 4.0

Fuel consumption / Emissions
fuel consumption combined (NEDC) 10.8 –9.6 l/100 km
CO₂ emissions combined (NEDC) 246 – 219 g/km

718 Cayman GTS 4.0

WLTP*
  • 10.9 – 10.1 l/100 km
  • 247 – 230 g/km

718 Cayman GTS 4.0

Fuel consumption / Emissions
fuel consumption combined (WLTP) 10.9 – 10.1 l/100 km
CO₂ emissions combined (WLTP) 247 – 230 g/km
NEFZ*
  • 10.8 –9.6 l/100 km
  • 246–219 g/km

718 Cayman GTS 4.0

Fuel consumption / Emissions
fuel consumption combined (NEDC) 10.8 –9.6 l/100 km
CO₂ emissions combined (NEDC) 246–219 g/km

911 Turbo Cabriolet

WLTP*
  • 12.5 – 12.1 l/100 km
  • 284 – 275 g/km

911 Turbo Cabriolet

Fuel consumption / Emissions
fuel consumption combined (WLTP) 12.5 – 12.1 l/100 km
CO₂ emissions combined (WLTP) 284 – 275 g/km
NEFZ*
  • 11.3 l/100 km
  • 257 g/km

911 Turbo Cabriolet

Fuel consumption / Emissions
fuel consumption combined (NEDC) 11.3 l/100 km
CO₂ emissions combined (NEDC) 257 g/km

Panamera 4S E-Hybrid

WLTP*
  • 2.8 – 2.2 l/100 km
  • 64 – 50 g/km
  • 24.5 – 22.6 kWh/100 km
  • 46 – 53 km

Panamera 4S E-Hybrid

Fuel consumption / Emissions
fuel consumption combined (WLTP) 2.8 – 2.2 l/100 km
CO₂ emissions combined (WLTP) 64 – 50 g/km
electric power consumption* combined (WLTP) 24.5 – 22.6 kWh/100 km
electric range combined (WLTP) 46 – 53 km
electric range in town (WLTP) 49 - 54 km
NEFZ*
  • 2.2 – 2.0 l/100 km
  • 51 – 47 g/km
  • 18.1 – 17.4 kWh/100 km

Panamera 4S E-Hybrid

Fuel consumption / Emissions
fuel consumption combined (NEDC) 2.2 – 2.0 l/100 km
CO₂ emissions combined (NEDC) 51 – 47 g/km
electric power consumption* combined (NEDC) 18.1 – 17.4 kWh/100 km

911 Targa 4S Heritage Design Edition

WLTP*
  • 11.1 – 10.4 l/100 km
  • 253 – 236 g/km

911 Targa 4S Heritage Design Edition

Fuel consumption / Emissions
fuel consumption combined (WLTP) 11.1 – 10.4 l/100 km
CO₂ emissions combined (WLTP) 253 – 236 g/km
NEFZ*
  • 10.3 – 9.9 l/100 km
  • 235 – 227 g/km

911 Targa 4S Heritage Design Edition

Fuel consumption / Emissions
fuel consumption combined (NEDC) 10.3 – 9.9 l/100 km
CO₂ emissions combined (NEDC) 235 – 227 g/km

911 Targa 4

WLTP*
  • 10.9 – 10.5 l/100 km
  • 247 – 239 g/km

911 Targa 4

Fuel consumption / Emissions
fuel consumption combined (WLTP) 10.9 – 10.5 l/100 km
CO₂ emissions combined (WLTP) 247 – 239 g/km
NEFZ*
  • 9.8 l/100 km
  • 223 g/km

911 Targa 4

Fuel consumption / Emissions
fuel consumption combined (NEDC) 9.8 l/100 km
CO₂ emissions combined (NEDC) 223 g/km

Macan GTS

WLTP*
  • 11.7 – 11.3 l/100 km
  • 265 – 255 g/km

Macan GTS

Fuel consumption / Emissions
fuel consumption combined (WLTP) 11.7 – 11.3 l/100 km
CO₂ emissions combined (WLTP) 265 – 255 g/km
NEFZ*
  • 9.9 l/100 km
  • 225 g/km

Macan GTS

Fuel consumption / Emissions
fuel consumption combined (NEDC) 9.9 l/100 km
CO₂ emissions combined (NEDC) 225 g/km

Panamera GTS

WLTP*
  • 13.1 – 12.1 l/100 km
  • 296 – 275 g/km

Panamera GTS

Fuel consumption / Emissions
fuel consumption combined (WLTP) 13.1 – 12.1 l/100 km
CO₂ emissions combined (WLTP) 296 – 275 g/km
NEFZ*
  • 10.9 – 10.7 l/100 km
  • 249 – 244 g/km

Panamera GTS

Fuel consumption / Emissions
fuel consumption combined (NEDC) 10.9 – 10.7 l/100 km
CO₂ emissions combined (NEDC) 249 – 244 g/km

718 Cayman GT4 (PDK)

WLTP*

718 Cayman GT4 (PDK)

Fuel consumption / Emissions
NEFZ*
  • 10.2 l/100 km
  • 232 g/km

718 Cayman GT4 (PDK)

Fuel consumption / Emissions
fuel consumption combined (NEDC) 10.2 l/100 km
CO₂ emissions combined (NEDC) 232 g/km

911 Targa 4S

WLTP*
  • 11.1 – 10.4 l/100 km
  • 253 – 236 g/km

911 Targa 4S

Fuel consumption / Emissions
fuel consumption combined (WLTP) 11.1 – 10.4 l/100 km
CO₂ emissions combined (WLTP) 253 – 236 g/km
NEFZ*
  • 10.3 – 9.9 l/100 km
  • 235 – 227 g/km

911 Targa 4S

Fuel consumption / Emissions
fuel consumption combined (NEDC) 10.3 – 9.9 l/100 km
CO₂ emissions combined (NEDC) 235 – 227 g/km

Taycan 4S

WLTP*
  • 26.0 – 21.0 kWh/100 km
  • 0 g/km
  • 335 – 464 km

Taycan 4S

Fuel consumption / Emissions
electric power consumption* combined (WLTP) 26.0 – 21.0 kWh/100 km
CO₂ emissions combined (WLTP) 0 g/km
electric range combined (WLTP) 335 – 464 km
electric range in town (WLTP) 383 - 524 km
NEFZ*
  • 27.0 – 26.2 kWh/100 km
  • 0 g/km

Taycan 4S

Fuel consumption / Emissions
electric power consumption* combined (NEDC) 27.0 – 26.2 kWh/100 km
CO₂ emissions combined (NEDC) 0 g/km

Panamera

WLTP*
  • 11.4 – 10.2 l/100 km
  • 258 – 232 g/km

Panamera

Fuel consumption / Emissions
fuel consumption combined (WLTP) 11.4 – 10.2 l/100 km
CO₂ emissions combined (WLTP) 258 – 232 g/km
NEFZ*
  • 8.8 – 8.6 l/100 km
  • 201 – 197 g/km

Panamera

Fuel consumption / Emissions
fuel consumption combined (NEDC) 8.8 – 8.6 l/100 km
CO₂ emissions combined (NEDC) 201 – 197 g/km

Panamera 4 E-Hybrid models

WLTP*
  • 2.7 – 2.0 l/100 km
  • 60 – 45 g/km
  • 24.9 – 22.6 kWh/100 km
  • 47 – 56 km

Panamera 4 E-Hybrid models

Fuel consumption / Emissions
fuel consumption combined (WLTP) 2.7 – 2.0 l/100 km
CO₂ emissions combined (WLTP) 60 – 45 g/km
electric power consumption* combined (WLTP) 24.9 – 22.6 kWh/100 km
electric range combined (WLTP) 47 – 56 km
electric range in town (WLTP) 50 – 56 km
NEFZ*
  • 2.3 – 2.1 l/100 km
  • 51 – 47 g/km
  • 18.2 – 17.0 kWh/100 km

Panamera 4 E-Hybrid models

Fuel consumption / Emissions
fuel consumption combined (NEDC) 2.3 – 2.1 l/100 km
CO₂ emissions combined (NEDC) 51 – 47 g/km
electric power consumption* combined (NEDC) 18.2 – 17.0 kWh/100 km

718 Spyder (PDK)

WLTP*

718 Spyder (PDK)

Fuel consumption / Emissions
NEFZ*
  • 10.2 l/100 km
  • 232 g/km

718 Spyder (PDK)

Fuel consumption / Emissions
fuel consumption combined (NEDC) 10.2 l/100 km
CO₂ emissions combined (NEDC) 232 g/km

Panamera Turbo S

WLTP*
  • 13.2 – 12.8 l/100 km
  • 298 – 290 g/km

Panamera Turbo S

Fuel consumption / Emissions
fuel consumption combined (WLTP) 13.2 – 12.8 l/100 km
CO₂ emissions combined (WLTP) 298 – 290 g/km
NEFZ*
  • 10.8 – 10.7 l/100 km
  • 247 – 245 g/km

Panamera Turbo S

Fuel consumption / Emissions
fuel consumption combined (NEDC) 10.8 – 10.7 l/100 km
CO₂ emissions combined (NEDC) 247 – 245 g/km