Porsche was founded during the Great Depression

Find out what its founder did during this time to build a lasting legacy
The Challenge

Porsche’s innovations have an enormous bandwidth: from the first serial-production hybrid vehicles, to the establishment of the world’s biggest automobile club, to Porsche’s transformation into one of the most profitable automobile manufacturers in the world.

What can we learn from Porsche to build a legacy business? How did Ferdinand Porsche manage to set up his own business at the age of 56 during the global economic crisis and win 12 of the best engineers for his project without any promises of salaries? How did the small Porsche design office manage to gain impact in an established market of car manufacturers?

Authorized by the Porsche and Piech families, we pursued these and many other questions.

The Finding

Through years of research, we have investigated Porsche’s innovative steps and extracted a set of 12 universal innovation principles that allow entrepreneurs to boost the success of their business by achieving ground-breaking results in the fields of product innovation, social innovation, and business model innovation.

The findings were summarized in a book and a documentary film (available on a double DVD) and presented to the public in a unique exhibition of over 8,000 square meters. In the first 6 months more than 150,000 people visited the exhibition.

A summary of the innovation principles can be found on the project website: