Message in the Throttle - Part 3

Message in the Throttle - Part 3

Style for Miles continues its exploration of Porsche’s iconic advertising, this time it’s 1980 - 1992

Ahh the 80s. A time when society unabashedly embraced technology and excess, sometimes at the same time. And it was a particularly productive period for Porsche.

Sales peaked in America and worldwide at 30,000 and 55,000 respectively, before the party ended and sales plunged off a cliff in the early 1990s.

And being the 80s the company’s advertising pitch also changed tact, then changed again. The nature of driving a Porsche is examined in depth, aiming to engage and inspire, but the effect was counter-productive. Many customers thought that the long, emotional texts were not appropriate.

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As of 1984, it becomes short, concise, trenchant, relying more on the well earned reputation and emotional passion associated with the brand.