When Porsche unveiled its high-performance version of the Taycan electric vehicle, the name “Turbo” sparked a heated debate. While many interpreted the name as a clear indicator of speed, some critics argued it should only be associated with vehicles equipped with a turbocharger. However, Porsche has made it clear that it will continue to use the “Turbo” designation for its EVs regardless of these objections.
In an interview with Australia’s Drive, Mayk Wienkoetter, the spokesperson for Porsche’s Panamera and Taycan lines, shared that for Porsche, “Turbo” represents a broader concept—essentially a feeling. The name resonates with customers and contributes to a brand identity that manufacturers work hard to cultivate over the years. This established recognition is valuable, especially as many automakers grapple with naming their EVs effectively.
According to Wienkoetter, “Turbo” serves as a soft brand identity for Porsche. He noted its historical significance, explaining that it has been part of Porsche’s identity for 50 years, allowing customers to instantly recognize the nature of a car based on its name alone, irrespective of its engine type. This familiarity provides clarity for both Porsche and its customers, as buyers know what they can expect from a Turbo model. He does not anticipate any changes to this branding in the near future.
Since its debut on the 1975 911 Turbo, the Turbo nameplate has extended across nearly the entire Porsche lineup, differentiating some of its most high-performing vehicles. This includes not only traditional combustion engine models like the 911 and Cayenne but also newer electric models such as the Macan EV. The Turbo variant of the Macan EV is set to deliver up to 630 horsepower and 833 lb-ft of torque, boasting advanced four-wheel steering for superior handling. If you’re still upset about the absence of a turbocharger, that might just be something you need to reconcile with yourself.
Moreover, Porsche is open to feedback, so if you have suggestions for a new naming approach, feel free to share your thoughts in the comments.
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