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Taycan

What the name of the first fully electric Porsche means

10/8/2021

Six hundred options, one choice: Taycan

  • The mission was to find a name for a new vehicle that had no predecessor.
  • Model names at Porsche establish a connection between the respective series and its characteristics.
  • They should convey everything that makes the car special—and especially alluring.

It should reflect the character of the vehicle and meld unmistakably with the Porsche brand.

Designers, engineers working on the new series, specialists from marketing and sales, in-house and external lawyers, and brand and brand-law experts all came together to make this huge decision. 

  • What distinguishes the new car—what impression does its shape make on the observer, the customer? Answer: because an engine block in the conventional sense isn’t required, one of its characteristic design features is the exceptionally low front section of the car. The body is shot through with air, giving the overall impression that the electric sports car is lively and dynamic
  • In total, the experts develop six hundred ideas, which they then gradually whittle down to a few favourites.
  • In the final stretch, the marketing experts selected their favourite names, assembling a list to be presented to the assembled board in the autumn of 2017. The decision was made: Taycan. A name that fulfils every phonetic, legal, creative, strategic, and model-specific requirement. Composed of two terms of Turkic origin, this word can be roughly translated as “soul of a spirited young horse.” And that’s exactly what the first fully electric Porsche is: lively, impetuous, vigorous, light-footed on long stretches without tiring, and free-spirited. The name reflects both the source and the future of the brand: the horse on the Porsche crest, the expression of its soul, on its way into a new era of the sports car. A perfect fit, too, with the slogan of the advertising campaign: “Soul, electrified.” Taycan also has positive associations in many of the world’s languages: in Japanese, for instance, taikan means roughly “physical experience”—driving in its most electrifying form.

 

For more information about the Taycan, please contact a member of the team on  sales@porschesouthlondon.co.uk