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© History Oasis
1963-1969
This car slogan launched with the iconic 911 in 1963. But Porsche’s ad campaign featuring the slogan didn’t come for months. The 911 was originally called the 901, but Peugeot owned rights to three-digit numbers with zeros in the middle, forcing a last-minute rebrand. The campaign posited 911 as a pure driving experience. It helped create Porsche’s core identity as a driver-first brand.
1970-1973
During the oil crisis, Porsche created counterintuitive advertisements encouraging restraint. One memorable ad stated: “For ‘creeping’ Porsche has now packed even more muscle under the hood.” The campaign argued for comfort and reliability over raw speed. It was a way to adapt to environmental concerns, but continue to focus on its engineering superiority.
1975-1989
An automotive journalist once wrote, “A Porsche is like no other car, and if you want one, there’s no substitute,” in 1975. Porsche really loved the phrase and adopted part of it as a new slogan. Tom Cruise later made it even more popular in “Risky Business” when his character, driving a Porsche 928, declared the line after outrunning pursuers. There is No Substitute became Porsche’s most famous and enduring tagline ever.
1980-1985
Porsche embraced German stereotypes when they promoted the 944 Turbo in America. The campaign played with language and cultural perceptions of the German people. The slogan positioned Porsche as synonymous with speed itself. At the time of the slogan’s debut, Porsche was pivoting to a more playful approach to marketing.
1994-1998
This slogan celebrated the Porsche 993. The sports car was considered by many to be the most beautiful 911 ever built. The 993 generation was the last air-cooled 911, making this campaign particularly significant. The campaign showed off both the engineering and aesthetic peak of the original 911 concept before water-cooling arrived on all its new models.
1999-2002
Porsche’s millennium-era marketing slogan became more subtle and philosophical. One memorable ad read: “At 30, I wanted to be a department manager. At 35, I wanted my first million. At 40, I wanted to buy the company. Now I just want to finish only 2 tenths faster.” The campaign showed the changing priorities and a maturing target demographic.
2003-2006
In an attempt to target successful professionals, this campaign tried to show you could buy back your youth by owning a Porsche. Porsche tried to show that the car could be a reward for achieving life goals. The slogan appealed to customers who had waited decades to own their first Porsche. Porsche ownership came to many later in life, and the car company wanted you to know that life was just getting started with your new sports car.
2014
In 2014, a new slogan was launched. The tagline came with commercials that showed off Porsche engine sounds, knowing that people held the sound of the car just as iconic as its engineering performance. The campaign emphasized the visceral experience of hearing a flat-six engine roar to life. The ads were able to tap into the emotional connections of the end user to create a visceral experience common in your first time driving a Porsche.
2015-2019
In an attempt to show that Porsches were not only for special occasions, Porsche showed different models in real-world driving situations. The marketers wanted to show real-world usability without sacrificing performance magic. The messaging positioned Porsche as a practical daily driver, but with the twist that it could become a high-performance sports car on a dime.
2020
The Taycan launch campaign was used for Porsche’s entry into electric vehicles. The “The Heist” slogan wanted to show off Porsche’s confident transition to electric power while maintaining its heritage performance. Ads demonstrated that EV Porsches could deliver the same driving excitement as their gasoline predecessors. And perhaps more fun.
2023-Present
Porsche’s 75th anniversary slogan returns to Ferry Porsche’s original vision: “In the beginning, I looked around and could not find quite the car I dreamed of, so I decided to build it myself.” The newest campaign celebrates seven decades of turning automotive dreams into reality. It attempts to grandfather in new users to its founding identity.
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