Because It’s Porsche

Since becoming a working adult and up to now, I have continued to work in a field that involves conveying something to people. Presentations, lectures, writing books and columns, and this blog too… The fact that I naturally keep doing these things makes me realize once again that I probably just love communicating something to people.

There are many things I consciously think about regarding how to convey messages, but if I had to pick one, it would be that I want to communicate not by stirring controversy and attracting attention, but with words that gently and smoothly reach the hearts of those who see them.

Even when conveying the same thing, the way it is received can be completely different depending on the choice of words, so I try to express myself in the easiest way for people to understand.

Of course, this approach takes quite a long time to reach many people and involves steady, repetitive work, but I think this method suits me better. That said, I believe the opportunity will definitely come at some point, so I try to prepare myself daily to seize that chance.

With these thoughts in mind, I recently tweeted the following:

I’ve been thinking lately that instead of striking a nerve and causing a stir, it would be great to be like Mitsuo Aida. Even though he hits the core, he never hurts or makes anyone uncomfortable. Warm, straightforward, and able to deeply touch people’s hearts—that’s the kind of communicator I want to be. To have that depth, I need more life experience.

Then, I received this reply:

Because it’s Porsche
Mina lol

— Desmo (@CorseDesmo) October 17, 2019

“Because it’s Porsche” (lol) — that’s brilliant!

Speaking of which, I’ve often been deeply moved by the catchphrases of various Porsche models over the years. Creating such catchphrases must be incredibly difficult because they have to resonate with many people without making anyone uncomfortable.

While thinking about this, I suddenly remembered that we have a lot of Porsche catalogs at home, so I decided to pick out some of my favorite catchphrases from past models. (There were even more that didn’t fit in the photo ↓)

Porsche Catchphrases

911

Always leading the pack—the pioneer of its era【911】-Porsche model range

Captivating in an instant, an overwhelming presence【911 Turbo】-Porsche model range

Putting everything on the line in 0.01 seconds, relentlessly moving forward【911 GT3】-Porsche model range

Evolving beyond time【911】 -Porsche model range (996 era)

Challenging the force of gravity【911 Carrera 4S】-Porsche model range (996 era)

A road car born on the circuit【GT3】-Porsche model range (996 era)

Always ahead. Always leading the times【911】

Boxster & 718

The pure joy of driving, passed down【981 Boxster】 -The new Boxster GTS (981)

A striking silhouette that tells of vivid performance【718】-Porsche model range

Knowing where your roots lie—only those who know can evolve -The new 718 Boxster

By constantly refining itself, the legend builds even greater value -The new 718 Boxster

A sports car so polished it steals your heart again and again -The new 718 Boxster

True athletes captivate with the back as they speed away -The new 718 Boxster

Panamera

Turning every impossibility into reality—the unmistakable sports car【Panamera】 -Porsche model range

A true Porsche athlete with exceptional comfort【Panamera Edition】 -The Panamera edition

Courage changes everything. -The new Panamera

Panamera, where contradictions coexist -Porsche model range

Cayenne

Porsche’s heritage created in Weissach【Cayenne Turbo】-Porsche model range (996 era)

Macan

The destination is a life full of excitement -Porsche model range

Turning everyday scenes into thrilling moments -Porsche model range

Everything under your control—toward the greatest journey ever -The new Macan

The road speaks—keep pushing forward on the path you believe in. -The new Macan

Your partner to turn dreams into reality. Its name is Macan. -The new Macan

911 GT3 RS

Welcome to a new realm of driving. -911 GT3 RS

Only those who fear no challenge grasp the joy beyond desire. -911 GT3 RS

Commitment to 0.1g creates a 0.1-second difference. -911 GT3 RS

Surpass yourself and outclass your rivals. -911 GT3 RS

True joy awakens with every corner challenged. -911 GT3 RS

Relentlessly pursuing speed—even in deceleration. -911 GT3 RS

Sharpening precision further to shave off a second. -911 GT3 RS

The Porsche Spirit

Personally, I really like all the phrases for the 911 GT3 RS. Reading these catchphrases, I realized once again that Porsche enthusiasts are drawn not only to the performance of the cars themselves but also to Porsche’s philosophy, spirit, history, and the beliefs behind their car-making.

The people who create catchphrases that understand these aspects and deliver them in a way that resonates with the world are truly amazing. I have absolutely no talent for this kind of sense, so I deeply respect them. No matter the profession, I’ve come to appreciate how incredible true professionals are these days.