The brand has Taycan the recreated situation to a whole new level.
Porsche is quite possibly the king of sports cars, and its entire brand image exudes athleticism. Combine this with the company's eagerness to push the boundaries and develop new technologies, and you're looking at an entity that lives and breathes legendary status. Porsche recently paid tribute to one of its most legendary moments when it recreated the famous 1960 photo of Egon Zimmermann's jump over a Porsche 356 B. The modern photo is a celebration of Porsche's sporting heritage, but also looks to the future, and nothing is more symbolic of Porsche's progressive attitude than its very first all-electric car, the Porsche Taycan.
The original photo was taken near the Austrian ski resort of Zürs after the Flexen Pass was cleared of an avalanche. In that image, Egon Zimmermann jumped over a classic 356 B. The caption of the photo reads "On taking a shortcut". In recreating the moment, the new version shows the Taycan in a similar setting with two-time Olympic ski champion Aksel Lund Svindal taking the same brave leap. For Porsche, the photo symbolizes pushing the boundaries and never settling.
"It is a great honor for me to be able to repeat this iconic jump with Porsche and to give meaning to the story behind the photo. It's important to have the courage to try new things," says Aksel Lund Svindal, who is a Porsche brand ambassador. The Taycan, launched last year, is a massive step for Porsche, and has proven to be massively popular with media and fans alike.
Lutz Meschke, deputy chairman of the executive board at Porche says that "Aksel Lund Svindal and the Porsche Taycan represent the same values as Egon Zimmermann's jump over the 356 did in 1960: athleticism, courage, joie de vivre - and of course with the most innovative sports car of its time. All of this is more important than ever for making a difference in the face of global competition." Speaking of that competition, Porsche is putting its money where its mouth is with the new Mission R sports car study which will place more emphasis on using motor racing as a platform for further EV development.
"The image of the jump is also a metaphor for the risks you have to take in order to survive as a business. The Porsche Jump is a powerful symbol of the determination with which we at Porsche pursue our dreams," continues Meschke.
The original image became an icon displayed the world over, and in the same vein, prints of the new photo will be available as a set from the Porsche Online Shop at the end of 2021.