Porsche is sticking to its guns when it comes to naming its electric vehicles (EVs) “Turbo,” despite some backlash from critics who argue that the name should only be reserved for cars with turbochargers. Mayk Wienkoetter, Porsche’s spokesperson for the Panamera and Taycan, explained that the term “Turbo” is more of an abstract concept for the brand, conveying a certain vibe and easy recognition that carmakers spend years building.
Wienkoetter emphasized that the nameplate “Turbo” has been around for 50 years and instantly tells customers what kind of car they have in front of them, regardless of the technology under the hood. It provides a clear positioning for the vehicle, whether it’s a 4S or Turbo, allowing customers to understand what they are dealing with. This brand value is not something Porsche is willing to discard easily.
The “Turbo” name was first introduced on the 1975 911 Turbo and has been extended to almost all of Porsche’s modern lineup, including its EVs like the new Macan EV. The Turbo version of the Macan EV will pack a punch with up to 630 horsepower, 833 lb-ft of torque, and the agility of four-wheel steering. While some may still find it offensive that there’s no turbine-powered compressor on board, Porsche is unyielding in its decision to keep the “Turbo” name.
Porsche’s commitment to the “Turbo” name reflects the brand’s confidence in its legacy and the recognition it has garnered over the years. By maintaining consistency in naming conventions, Porsche ensures that customers can easily identify and understand the performance capabilities of their vehicles. While critics may argue against the use of “Turbo” for EVs, Porsche is open to hearing alternative suggestions. So, if you have a better idea, feel free to share it in the comments.
In conclusion, Porsche’s decision to continue using the “Turbo” name for its EVs is driven by the desire to maintain brand recognition and provide customers with a clear understanding of their vehicle’s performance. The abstract nature of the name allows it to transcend specific technologies and remain relevant in an evolving automotive landscape. Ultimately, Porsche’s commitment to the “Turbo” name reflects its dedication to delivering high-performance vehicles that live up to its esteemed reputation.
