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Stuttgart. Porsche and the Japanese video game development studio Polyphony Digital Inc., a subsidiary of Sony Interactive Entertainment, present a spectacular virtual vehicle concept. Porsche’s sports cars have been integrated into the “Gran Turismo” game since 2017, most recently the Taycan Turbo S. At the start of the seventh edition of the game, Porsche implemented a vehicle purely for the virtual world for the first time. The “Porsche Vision Gran Turismo” is the first concept study from Porsche that was specially developed for use in a computer game. It can be experienced exclusively in the new Gran Turismo 7, which will be released on March 4, 2022 for the PlayStation 4 and the new PlayStation 5.
Through the partnership with Polyphony Digital, Porsche not only proves its special power of vision, but once again proves the high level of competence of its own designers. Detached from series developments, they were able to implement their ideas of a Gran Turismo concept vehicle. “A vehicle designed purely for virtual space opens up exciting freedom for us that is heavily regulated in the regular design process of a series vehicle,” says Michael Mauer, Head of Style Porsche. “Projects like the Porsche Vision Gran Turismo are particularly valuable to us in the creative process. The further development of our clearly defined Porsche Design DNA and the exchange with designers from other industries are an important part of our work. "
The Vision Gran Turismo shows a future-oriented version of well-known Porsche design elements. The concept vehicle has the proportions typical of the brand with a very sporty height-width ratio, the extremely low front hood and the pronounced fenders. The lights in the particularly puristic front and the integrated air inlets create a visual connection to the design language of the Taycan. You are referring to the purely electric drive. The rear is adorned with a particularly narrow strip of lights - a further development of the light signature that is already familiar from the 911 and Taycan models. The clear emphasis on the brand identity continues in the interior: the curved hologram display tailored to the driver is visually floating above the steering wheel. The low seating position underlines the sporty character. The realistic surface representations in the interior also play a major role. “We spent a long time working on the right material concept consisting of carbon and titanium. The aim was to reduce weight while increasing performance at the same time, ”says Markus Auerbach, Head of Interior Design at Porsche. “Sustainable aspects also play a role in future-oriented projects. For example, only purely vegan materials were used in the concept vehicle. " to reduce weight while increasing performance at the same time, ”says Markus Auerbach, Head of Interior Design at Porsche. “Sustainable aspects also play a role in future-oriented projects. For example, only purely vegan materials were used in the concept vehicle. " to reduce weight while increasing performance at the same time, ”says Markus Auerbach, Head of Interior Design at Porsche. “Sustainable aspects also play a role in future-oriented projects. For example, only purely vegan materials were used in the concept vehicle. "
“The appeal of a Porsche results from its puristic design,” says Kazunori Yamauchi, President of Polyphony Digital. “And when it comes to engineering, too, Porsche and we follow the same perfectionist philosophy. We share the same passion for racing and look to the future of the automobile together. ”
In addition to purely design issues, new functionalities create a strong sports car feeling: The player experiences haptic feedback via the controller that is based on the feeling on the steering wheel. The quick and direct feedback is reminiscent of a real racing car.
The expansion of gaming activities is also of strategic importance for Porsche. “We pick up young and digital target groups where their automotive dreams arise: while they are playing,” says Robert Ader, Vice President Marketing at Porsche AG. “The partnership with Polyphony Digital and ‘Gran Turismo’ fits perfectly with Porsche, because motorsport is part of our DNA - regardless of whether it is real or virtual.” The integration of the first sports car developed purely for virtual space is an important milestone in the strategic partnership by Porsche and Polyphony Digital Inc.
Porsche stands for authentic and emotional experiences. In this context, video games and the virtual world offer new opportunities to make sports cars interactive and accessible. That is why the brand has been cooperating with various companies from the gaming industry for several years; activities are now an integral part of the marketing mix. The overriding goal is sustainable brand experience.