The Porsche Panamera’s Taglines

I fell in love with the Panamera on my first test drive. The way it responded to the throttle, its handling, and that feeling of driver and car moving as one—all of it impressed me. But what completely won me over was learning the tagline Porsche was using at the time.

<A car worthy of life’s champions, delivering both the thrilling performance only Porsche can offer and exceptional comfort.

A car worthy of life’s champions… “I want to be a champion in life, too. I want to become that kind of person—and then drive a Panamera!” I couldn’t give a clear answer if you asked me what a “champion in life” really means. But my gut reaction was simply, “That’s cool!” And I was hooked.

The Four-Door Sedan That Makes the 911 Jealous

When the new Panamera launched in 2017, its tagline was “The 4-door sedan that makes the 911 jealous.” And once you’ve driven it, you can see why. Even the 911—the car that defines Porsche—might envy the new Panamera’s performance.

That said, taglines (or perhaps they’re better called “concepts”?) seem to change with each new model, and even from one test-drive event to another. The Panamera page currently features the phrase “Four wings.”

I want to keep driving sports cars.
But to move on to a new stage in life, I’ve realized there are things I need.
A Porsche that gives wings to the way you live. The Panamera.

Source: Porsche Japan official website http://www.porsche.co.jp/events/showroom/feb18/

Through all those changing messages, one thing remains constant: Porsche’s philosophy.

“The latest Porsche is the best Porsche.”

Rather than looking back and saying, “Those Porsches were great (whether air-cooled or naturally aspirated),” Porsche keeps striving to make today’s cars its best yet. That commitment to continual innovation is seriously cool.

What About the Boxster, Cayman, Cayenne, and Macan?

So I looked into the taglines for Porsche models beyond the Panamera, including those used at events.

■718 Cayman & 718 Boxster: “Is there a core at the center of your being?”
Porsche 718 Spring Fair
■Cayenne: “Sharpen your senses”
In Christophorus magazine around the Cayenne’s launch
■Macan: “Purebred Porsche”
The press kit title when it made its debut at the Tokyo Motor Show in November 2015 was “Purebred Porsche, Macan.”

I see what they did there. They’re all pretty clever!

If I Were to Come Up with the Taglines…

That got me thinking: what taglines would I come up with? I haven’t driven every Porsche, of course, so I limited myself to models I’ve driven or been a passenger in.

I thought about it for a while, but couldn’t come up with a thing. Honestly, I had no idea where to start. These are the best I could manage:

■981 Boxster GTS (manual)
…“Go all out” (It’s all about revving the engine and going for it.)
■911
…“Give it your best” (It was so easy and fun to drive, I almost thought I was a much better driver than I am.)
■Panamera 4 E-Hybrid
…“No spells” (Because it gets good fuel economy.)
■Panamera Turbo
…“Leave it to me” (With the press of a button, it’s ready to deliver sporty performance or luxury—leave it all to me.)
■Cayenne
…“Stay safe” (It felt sturdy, like an SUV should.)

Wait, those are Dragon Quest battle tactics (-_-)…

Taglines are really hard. You can’t just sit down and think one up… Lately, I’ve gained a whole new respect for the people in PR and marketing.