Editor’s note: Thrilled to present to you our highly anticipated column, led by none other than Canadian media industry veteran and award winning journalist, Shane Schick. The former editor-in-chief of Marketing magazine, fashion, technology and features writer, that goes the extra mile for the story.
Today, Shane Schick is locked in to explore only the best of the world’s brands for this new regular Gent’s Post column, that truly embody being defined as a status symbol. This month, we continue the Status symbols column, breaking down what makes Porsche’s iconic silhouette the ultimate status symbol for those who drive performance and style. #StatusSymbols
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It wasn’t where you’d expect to find a Porsche parked. Earlier this summer I had spent too long wandering Toronto’s Queen St. West, and dove into a nondescript diner specializing in cheese steak in a state of desperate hunger. Only when I glanced up from my meal did I notice the car out front.
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There it was: the shield with the rearing horse over fields of red and gold, an emblem that hasn’t changed all that much since its debut in 1952. In this case, though, the logo was on the driver’s side door.
After I finished eating I walked around the vehicle, which was clearly driven by employees working at a dealership. It was hardly the best advertisement for the top-ranked premium car of 2024 by J.D. Power. What is it about a Porsche that still carries such cachet – especially after the better part of eight decades?
The Porsche 550 Spyder was both street-legal and race-ready, blending competition with everyday use. Its successor, the 718, dominated motorsport in the late 1950s, a legacy revived in 2016 with the 718 Boxster and Cayman models. (PHOTO: COURTESY)
Forget about fuel efficiency, engine horsepower or any of the other specs. According to the brand, what the most important thing Porsche provides its owners is social acceptance, a benefit that puts the vehicle on a level with things we care about most:
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Those who enjoy social acceptance experience sustained, positive support from those around them. The need for social acceptance influences many major decisions in our lives: Whom we marry. The career we choose. Whether we buy a Porsche 911 Turbo S.
To some extent, you could credit a great deal of Porsche’s social acceptance to Tom Cruise. In his breakout 1983 film Risky Business, it was his character Joel who cemented the brand’s status with the line, “Porsche. There is no substitute” as he stole his father’s car for a joyride.
Porsche has continued to make pit stops in pop culture ever since, from Weekend at Bernie’s to Legally Blonde. Along the way, something curious happened: what began as a sports car founder Ferdinand “Ferry” Porsche built primarily for his own purposes evolved into a luxury brand.
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The definitive proof came just a few years ago, when Brand Finance put Porsche’s value above Louis Vuitton, Gucci, Chanel and Hermes. On a less tangible level, you could see its status rising with the popularity of bumper stickers that joked “My other car is a Porsche.” It didn’t hurt that its circle of owners came to include tastemakers like Ralph Lauren and celebrity car enthusiasts like Jerry Seinfeld.
Porsche has been able to tap into the aspirations of people who might never buy its vehicles (but talk enthusiastically about them) by opening what it calls Porsche Experience Centres. The next Canadian location, which is set to open in Durham region this fall, will offer Porsche-curious visitors a closeup look at its cars’vehicle dynamics, technology and a two-kilometre driving circuit.
“Driven by Dreams”: Celebrating 75 years of Porsche
Porsche’s journey began in 1948 with the creation of the 356, a modest sports car that paved the way for one of the most recognizable brands in automotive history. Over the decades, Porsche built a reputation not just for performance but for embodying luxury and aspiration. From its starring roles in pop culture to its status among tastemakers, Porsche’s appeal has transcended the track.
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“In the beginning, I looked around and could not find quite the car I dreamed of, so I decided to build it myself.”
Ferry Porsche
In 2023, Porsche marked its 75th anniversary, celebrating milestones in engineering and design that have defined the brand. In 2024, Porsche honoured the 50th anniversary of its Turbo, a game-changing innovation in performance cars, with events and special editions that underscored the technology’s enduring impact. These anniversaries show how Porsche balances tradition and innovation, keeping its iconic status alive.
The Porsche 911 T-Hybrid combines a turbocharged 3.6-liter engine with electric power for faster acceleration and enhanced performance, delivering 541 PS. This motorsport-inspired hybrid system is focused on efficiency and speed. (PHOTO: COURTESY)
Where Porsche is headed next
The challenge with a brand like Porsche, and especially signature models like the 911, is that they need to continue developing. Even the company’s own chief designer worries the vehicle has gotten too big. The plus side is that with additional size comes more capacity for innovation: witness the forthcoming 2025 Porsche 911 GTS T-Hybrid First Drive, which is already drawing raves for its unique approach to electrification.
The T-Hybrid system in the new 911 Carrera GTS is a key part of Porsche’s electrification strategy, showcasing continuous advancements in high-performance technology for enhanced driving dynamics. (PHOTO: COURTESY)
During a recent lap on Germany’s famed Nürburgring race track, meanwhile, the Porsche Panamera set a new speed record in the “executive segment. Even when its cars aren’t moving people are impressed: a prototype Porsche Taycan also set a record for its wireless charging speed.
These kinds of details matter, because a great car has to have more than a beautiful design, movie credits and celebrities who take the wheel. Porsche’s popularity will only stay in high gear if it continues to prove there is as much to admire under the hood as there is with the naked eye.
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