What Porsche learned from a challenging NFT launch

Porsche, the automaker, faced a challenge when the launch of its first slate of non-fungible tokens (NFTs) led to a negative response from some corners of the digital community.

Luxury carmaker Porsche launched its first non-fungible tokens (NFTs) on January 23, 2023 – and, just one day later, hit the brakes on the creation of these digital assets.

The NFT drop, announced in November 2022, originally incorporated a limited slate of 7,500 tokens – or “digital collector’s items,” in Porsche’s words – and saw the brand partner with artist Patrick Vogel to formulate a unique design palette for this initiative.

Each NFT was based on an image of the auto manufacturer’s iconic 911 sportscar. But the benefits from acquiring one (or more) of these tokens went much further than...

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