August 9, 2024 – For two decades, Michael Mauer has been the creative force behind Porsche’s distinct design language, guiding the brand through both subtle evolutions and bold reinventions as Vice President of Style Porsche. In this exclusive interview, Mauer shares insights into the delicate balance of innovation and tradition, the evolving role of design in the automotive world, and the personal passions that drive his vision.
Steering the Legacy of Porsche Design
Reflecting on his 20-year tenure, Mauer emphasizes the importance of continuity in maintaining Porsche’s identity. “At Porsche, it’s not about constant reinvention but refining what’s already great,” he explains, attributing the brand’s success to a harmonious blend of tradition and forward-thinking. Being one of only four design heads in Porsche’s history, Mauer acknowledges the unique challenge of upholding a legacy while pushing the envelope. “It’s a privilege to shape the future of such an iconic brand.”
Family Ties and Design Evolution
Porsche’s status as a family-led company plays a significant role in its design philosophy. Mauer highlights the long-term thinking that comes with such heritage, fostering a design culture that prioritizes timelessness over trend-chasing. “Standing before a Porsche with the name ‘Porsche’ on the line is a unique experience,” Mauer notes, reflecting on the balance between innovation and the brand’s storied past.
Transforming Porsche’s Design Culture
When Mauer joined Porsche, the design department was a smaller, more informal operation. Over the years, he introduced a more structured approach, dividing design into specialized units and incorporating digital elements into the process. This transformation, he believes, has elevated Porsche’s design quality, ensuring that each model not only meets but exceeds the high expectations set by the brand’s legacy.
The Human Touch in a Digital Age
Despite the rapid advancements in digital design tools and AI, Mauer remains a staunch advocate for the traditional craftsmanship that has long defined Porsche. “You can tell when a car has been exclusively developed on a computer,” he says, stressing that the human factor is irreplaceable, especially in a luxury brand where tactile quality and precision are paramount.
Design Thinking and the Future of Porsche
Mauer also discusses the broader role of design within the company, moving beyond aesthetics to influence brand identity and customer experience. “Designers now play a strategic role in shaping how a brand is perceived,” he asserts, pointing out that good design begins with perfect proportions—a lesson Porsche has long embraced.
Facing New Challenges and Looking Forward
With the automotive industry rapidly evolving, Mauer is aware of the challenges and opportunities that lie ahead. He reassures that future Porsche models will remain unmistakably Porsche, even as they explore new territories and technologies. “For every new comfortable SUV, there must be a radical sports car,” he declares, underlining the balance between innovation and tradition that will continue to guide Porsche’s design philosophy.
A Dream Car for the Designer
When asked about his personal dream car, Mauer reveals a passion project: a road version of the Porsche Vision Spyder 551. “Compact, lightweight, purist, agile,” he describes it—a modern homage to the Porsche 550. But for now, his heart belongs to the Boxster Spyder RS, a car that perfectly embodies his design ideals and personal driving pleasure.
Enduring Passion and the Road Ahead
As he reflects on two decades at the helm of Porsche design, Mauer’s enthusiasm remains undiminished. His journey is not just about creating beautiful cars; it’s about crafting vehicles that embody the spirit of Porsche—timeless, innovative, and always unmistakably Porsche.
Interview conducted by Jan Baedeker
