How Ferdinand Porsche’s Great-Grandson Is Gearing Up to Disrupt The Sports Car Market

Share to linkedinn 1948, Ferdinand Porsche—the famed Austrian automotive engineer and designer of the original Volkswagen—and his son, Ferry, started building sports cars for the first time under their family name. Seven decades later, the Porsche brand is synonymous with some of the most significant performance automobiles ever built.

Dynamic Duo: Inspired by sports cars from the '60s and '70s, company cofounders Anton Piëch and Rea Stark Rajcic aim to build classic performance automobiles that are anything but retro.Unlike many established automakers, for example, a startup can forgo building and supporting, say, a multimillion-dollar research and development facility until a time when it is solvent enough to do so. This keeps the costs lower and allows the startup to be more nimble.

Details, Details: While they will share the title of CEO, Rajcic will be in charge of design and Piëch will be in charge of sales and marketing. Both will keep an eye on quality.Being upscale was a must. “Luxury is the only end of the market that is stable,” Piëch insists. Plus, it is the only automobile segment that can support the cost of the company’s core technology: an open and modular platform, with swappable motors, batteries, and software.

Besides the modular architecture, the Mark Zero’s lightning-fast-charging battery pack will also differentiate the car from its peers. Sourced from China-based Desten, the battery can be recharged to 80% capacity in 4 minutes and 40 seconds, almost as fast as filling a car with gas at the pump, using a charging pod designed and built by TGood in China.

“We want to make cars that take advantage of the latest technology but preserve traditional sports car characteristics like a low seating position, good weight distribution, good weight management, a stiff chassis and a very direct kind of handling,” says Piëch.

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