Porsche Classic Now Offers Performance Parts For Older Models

As part of a new effort, Porsche Classic, the automaker’s classic car care subsidiary, has redesigned its promotional material and will expand its range of products to include Performance Parts.

Although not the only automaker to provide its customers with parts designed to make restorations easier, Porsche will now also offer performance parts for classic vehicles.

“The Performance Parts range is a new addition,” says Porsche. “This category includes new developments with historical relevance, components that serve to enhance performance, and lifestyle products.”

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The company is also changing its communications strategy to focus more on the experience of owning a classic car than simply the technicality of it.

“With the communications around this new image, we want to awaken in customers the feelings that they already associate with their classic Porsche,” says Ulrike Lutz, Head of Porsche Classic. “Porsche Classic stands for much more than high-quality original parts and restorations. We want to inspire and encourage our customers and fans to keep their dream car alive.”

The “Caretaker of Dreams” campaign attempts to intensify the brand’s bond with the community of people and the lifestyle that goes with it. In order to do that, Porsche is relaunching its magazine, “Originale.”

“ORIGINALE is the communications flagship of Porsche Classic. In total, we have given more than 375,000 copies of the first six issues to customers and fans worldwide,” said Maike Schelling, head of marketing and communications at Porsche Classic. “ORIGINALE is now easier to read, both in terms of the way the subjects are presented and in its layout. The readers of the magazine should therefore perceive Porsche Classic in an even more emotive way and thereby feel an even stronger connection with the brand.”

The latest edition of the magazine, Originale 07, includes editorial, stories about Porsche owners, as well as useful information about the automaker’s classic vehicles. Moreover, 1,000 copies of the magazine contain a golden ticket. The readers who find it can use it to get a collector’s edition of Originale magazine for free.