The Gran Turismo game series has featured Porsche sports cars since 2017, most recently the Taycan Turbo S. For the launch of the game’s seventh edition, Porsche has, for the first time, developed a vehicle purely for the virtual world. The Vision Gran Turismo is the sports car manufacturer’s first concept study created specifically for use in a computer game. It will be available exclusively in Gran Turismo 7, which will be released on 4 March 2022 for PlayStation 4 and PlayStation 5.
By partnering with Polyphony Digital,
Porsche is not only demonstrating its special visionary approach, but is
once again also demonstrating the high level of expertise among its
designers. Freed from the constraints of developing models for series
production, they were able to put their own ideas for a Gran Turismo
concept car into practice. "A vehicle designed purely for the virtual
world opens up exciting possibilities for us that are otherwise heavily
regimented in a regular design process for a series production car,"
says Michael Mauer, Vice President Style Porsche. "Projects such as the
Porsche Vision Gran Turismo are particularly valuable for us in the
creative process. Further developing our clearly defined Porsche Design
DNA and exchanging with designers from other industries is an important
part of our work."
Future-oriented versions of familiar Porsche design elements
The
Vision Gran Turismo features future-oriented versions of familiar
Porsche design elements. The concept car exhibits the brand’s typical
proportions with an especially sporty height-to-width ratio, an
extremely low-set bonnet and very pronounced wings. The lights in the
particularly purist front and the integrated air intakes create a visual
link to the design language of the Taycan - a nod to the car’s purely
electric drive. The rear is adorned with a markedly narrow light strip -
a further development of the light signature that is familiar from the
911 and Taycan models.
"The appeal of a Porsche comes from its purist design," says Kazunori Yamauchi, President, Polyphony Digital. "And in terms of engineering expertise, both we and Porsche follow the same perfectionist philosophy. We share the same passion for racing and are looking to the future of the car." In addition to purely design-related themes, there are also new functions that contribute to a strong sports car feeling, with players experiencing haptic feedback via the controller, which mimics the feel of the steering wheel. This fast and direct feedback is reminiscent of a real racing car.
Expanding its gaming activities also has strategic significance for Porsche. "We can engage young and digital target groups in the place where their automotive dreams are born: the world of gaming," says Robert Ader, Vice President Marketing at Porsche AG. "The partnership with Polyphony Digital and Gran Turismo is a perfect fit for Porsche, because motorsport - whether real or virtual - is part of our DNA." The integration of the first Porsche sports car developed purely for the virtual space is an important milestone in the strategic partnership between Porsche and Polyphony Digital.
Porsche stands for authentic and emotive experiences. In this context, video games and the virtual world offer new opportunities to make sports cars interactive, and to make driving them an accessible experience. For this reason, the brand has been cooperating with various companies from the gaming industry for several years and these activities are now an integral part of the marketing mix. The overriding goal is to create a lasting brand experience.
