For Porsche 911's 60th anniversary, Porsche China needed to connect young Chinese drivers with a classic that didn't grow up with them.

However, we had the biggest challenge that Chinese consumers lack the "childhood filter" other markets have with Porsche. So we shifted the narrative from heritage to obsession — focusing on what the brand actually does: perfecting the driving experience.

"Nobody needs it, everybody wants it" became more than a jingle. It became the truth: this isn't a car for everyone, but it's the car for everyone who loves to drive.