When a sportscar maker delves into the realm of four-door models, and more specifically SUVs in the case of Porsche with the Cayenne, it is imperative that the product is recognisable and relatable to the brand. “Brand identity means that the car is recognisable as a Porsche. Product identity means recognising which Porsche it is,” said Michael Mauer, vice president at Style Porsche.

“It all begins with a sketch. The sketch is elaborated on, and thereby finds its way into the digital world,” said Oliver Rosenbohm, manager of interior design at Style Porsche. Any revisions to the initial digital base are made by hand, and are then incorporated back into the digital model.

Viewed from the front, the Cayenne’s front wings have now become more pronounced, said Mauer, while the headlamp units have been “maximally modelled” in three dimensions, said Peter Varga, director of exterior design at Style Porsche. They adopt the four-point configuration of daytime running lights which are now commonplace on current Porsche models.

Moving further along, the Cayenne’s roofline is more tapered and sportier, while a more dynamic character line has been designed for the side windows for even more resemblance to a sports car, Varga added. The size of the Cayenne’s wheels compared with its body is extremely important from a visual proportions standpoint, and is also influenced by the designs of the wheel rims which can be made to look bigger, Mauer continued.

Around the back, more brand-identifying design cues surface, with the cabin that is drawn inwards from the body, with pronounced shoulders. It also includes the rear lights which now feature the joining light strip – now part of the Porsche brand identity, most recently found on the Panamera.

The same approach for brand identity and product identity applies to the interior as well. As is the case with the Panamera, the Cayenne’s central display has become distinctly larger, while also attempting to making the driver and passenger feel more like they are part of the machine. One of the interior design elements is the sloping centre console, which has also now become a common Porsche interior design cue.


GALLERY: E3 Porsche Cayenne