A LEGEND IS BORN
In February 1947, an ivory silk jacket created by Monsieur Christian Dior—nipped in at the waist and gently padded at the bust—found its perfect match in the folds of a gloriously full, black wool skirt—a union that almost single-handedly revived the French clothing industry after World War II. A year later, a bullet-shaped automobile dubbed the 356, all aerodynamic lines and lightweight to boot, became the first Porsche sports car—an indelible contribution to the development of motorsports as we know it today. “I looked around but couldn’t find the car I dreamt of. So I decided to build it myself,” said Ferry Porsche. These two drastically different design icons offered a glimpse into the future: With their coveted, curvy structures, lustful sighs whispered of a faster, more dynamic new world order to come.
Since the invention of its first hybrid vehicle in 1900, Porsche has built a legacy founded on the ideals of innovation and excellence, with a fighting spirit and an unbridled need for speed. Additions like the 550 Spyder and the 911 further cemented its place at the forefront of the sports car world, while 1996 marked the 1,000,000th Porsche built. Never one to rest on its laurels, Porsche continues to redefine the meaning of driving luxury, with creations like the new 718 Boxster S, which pays homage to its race-winning sports cars in the late 1950s; and the upcoming Panamera 4 E-Hybrid, a sleek sedan that combines a performance-oriented powertrain with sustainable e-mobility for a high speed cruise unlike any other. “If you can create something time cannot erode, something which ignores the eccentricities of particular eras or moments, something truly timeless… that is the ultimate victory,” Porsche said.
Bearing the same pioneering spirit as the first hybrid car Porsche launched 116 years ago, the Cayenne Sport Utility Vehicle, introduced in 2003, marked a significant milestone as it revealed a completely different side of the brand—one that speaks of luxury and speed as much as it does family-friendly design and functionality. It was an evolution that tested the loyalty of some Porsche purists, but resulted in a great evolution for the business and clientele: Not only were 50 percent of Cayenne buyers new to the brand, increasing brand reach tremendously, Porsche moved from a super-car brand to one that represents a discerning lifestyle.
Marketed with the tagline, “Utility, Redefined,” the Cayenne caters to automobile enthusiasts who hadn’t previously considered a Porsche 911 or Boxster for reasons like more space in the back. Armed with a powerful engine, finely crafted interiors and a whole lot more space, the Cayenne swiftly proved itself as the crème de la crème of SUVs. Today, in its second generation, the Cayenne continues to prove it is a unique success story, pushing boundaries in the realms of fuel efficiency, safety and space, fused with power, agility and desirability.
The entire premise of luxury revolves around exclusivity and the fulfilment of one’s deepest desires. But in a globalised world where people across the planet consume the same images and products, what does luxury really mean? Accordingly, personalisation has risen to a whole new level of importance. From Savile Row suits and haute couture dresses, to bespoke shoes and one-of-a-kind jewellery, customisation has now gone beyond the fashion world to vehicles that move you from place to place.
Stuttgart-based Porsche has, for over three decades, offered its Porsche Exclusive range of personalised options: Overseen by a team of over a hundred specialists in Zuffenhausen, it dares its clientele to test its craftsmanship and expertise, with “technical and qualitative feasibility” as the only constraints. Porsche devotees can choose among a dizzying variety of design details and performance enhancements, with hand-sewn interiors (all the better to demonstrate the dexterity of the human hand) and the highest-quality materials employed to delight the senses as much as
any garment cut to fit like a glove. Through this exclusive collaboration, one will see, feel and sense the passion for perfection down to the very last detail—individuality, straight from the factory, which Porsche prides itself on providing.
By Dana Koh and Ryan Sng