Porsche vows to remain Porsche at its 60th anniversary

The family-operated German carmaker Porsche, which had a humble start with the first Porsche prototype receiving its official approval and homologation for road service on 8 June 1948, has become one of the leading sports car makers in the world today.

German carmaker Porsche is celebrating its 60th anniversary, since the first Porsche prototype received its official approval and homologation for road service on 8 June 1948. The family-operated company has seen it all, starting from humble beginings to become one of the leading sports car manufacturers in the world.

Boxster''It all started when I began looking around and just could not find my dream car. So I decided to build it myself'', noted Ferry Porsche – and to this day, this genius and pioneering spirit has shaped the philosophy of the company.

However, the past six decades have been a roller coaster ride, as the company has not only experienced peaks, but also troughs. Yet thanks to efficient production methods, clear branding and innovative models, such as the 356 and the 911, Boxster and the Cayenne, the once small sports car specialist from Stuttgart transformed into one of the most successful and profitable automobile manufacturers in the world.

''Today, Porsche is stronger than ever,'' says company CEO Dr Wendelin Wiedeking. ''We have the broadest and most appealing auto-mobile model range in the history of our company. We have our costs and our processes under control and thus ensured our independence for the long term. We have always seen ourselves as the small niche manufacturer who must stand up to the giants in this industry. This self-image has shaped us throughout the years - but it has also made us successful'',

Wiedeking took over management in 1992, when Porsche had reached the peak of its most serious economic crisis ever. The company was in danger of losing its independence and a takeover became a realistic possibility. To avert the threat, the shareholder families Porsche and Pich told the board that they would lend their support to the management's revival efforts.

Wiedeking and his board colleagues took up the challenge and produced the Boxster, which was a success. The team through their strategic planning and other economic measures turned around the company's fortunes. Under the generic terms ''lean management'' and ''lean production'', new organisational and production workflows were introduced and the company's hierarchy and process structures were reorganised from top to bottom.