Dr. Ing. H.C. Ferdinand Porsche AG: Behind The Mystique campaign

Daryl Mallett

The first Porsche sports car, developed by Ferdinand Porsche and his son, Ferdinand "Ferry" Porsche, Jr., was introduced in 1948.

Dr. Ing. H.C. Ferdinand Porsche AG: Behind The Mystique campaign

Daryl Mallett

Overview

The first Porsche sports car, developed by Ferdinand Porsche and his son, Ferdinand "Ferry" Porsche, Jr., was introduced in 1948. The company developed a worldwide reputation for producing high-quality vehicles with outstanding performance records. Although Porsche products continued to have an impressive winning record in races throughout the world, by 1988 Porsche's sales had declined dramatically, and the company was forced to cut production and lay off employees.

To stimulate sales, Porsche introduced new models loaded with innovative features and launched an advertising campaign, "Beyond the Mystique,",...

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