Interviews with the best designers of the red dot design award 2007: Chief designer of Porsche, Michael Mauer

The new Porsche 911 Targa, which received the red dot: best of the best for outstanding design achievements from the red dot jury for its sporty, self-confident design, presents itself more glamorous and luxurious than ever before. red dot talked to chief designer Michael Mauer.

Mr Mauer, what inspired you to design this particular product and what was the intention behind it?

The Porsche 911 Targa looks back on a tradition of more than four decades. The special position which it occupies as the only high performance sports wagon with a variable glass roof resulted in particular requirements on the design. The primary task was to combine the changed proportions of the Targa roof with the distinctive silhouette of the 911. The transparency of the glass surfaces extends the driving experience by an elegant component – this is visualised by details such as the frame of the side window made of polished aluminium.

What does receiving a red dot: best of the best mean to you?

The red dot award is a benchmark for designers. To me, the “best of the best” award is simultaneously reward and confirmation for our work – in which the international recognition of the red dot plays a special role. 

What are in your opinion the special challenges designers face today?

The pioneering days of the automobile are long gone. Technical solutions are becoming increasingly similar. The decisive factor for positioning a brand and a product is its design: Design is buying motive number one.

At the same time, changes in society e.g. regarding the acceptance of a product have to be taken into account. Here designers have a special responsibility, because they do not only influence the product by giving it an outer shape, but they also have to advance the use of goal-oriented technologies.

What would you still like to achieve as a designer in future?

With its great diversity, Porsche’s current product portfolio offers designers possibilities that can hardly be surpassed. If you add our unique history, then the consistent continuation of the design strategy is an inspiring task, the solution of which represents a special challenge.

How great is in your opinion the economic significance of design?

It has been widely known for a long time that the fulfilment of functional requirements in itself does not guarantee a product’s success in the market. The perfectly balanced design, which makes the position of a product in the market visible in the first place, goes hand in hand with the conception of a product, the fulfilment of the relevant technical and functional requirements, and the consideration of the clients’ wishes. Many innovations, also of the functional kind, are created in design.

Due to the progressively growing technical similarity of products, the significance of design as a decisive factor for distinction and positioning will further increase and thus also keep gaining more and more commercial significance. 

Original and self-confident: The new Porsche 911 Targa

Attitude towards life and status symbol in one, the Porsche 911 is regarded as the classic among sports cars. The new 911 Targa offers its driver pure luxury. One of its characteristic features, similar to its predecessor, is the large glass roof, which as a visual highlight harmonically matches the lines of the sports car, creating an interior flooded with light. The individual character of the new Porsche 911 Targa is more distinct than ever before. Completely independent design characteristics differentiate this sports car from the current 911 generation and impressed the red dot jury with their design finesse. Eye-catching features are the high gloss polished aluminium rails along the roof edge and the foldable rear window. The surfaces of the side windows end in an acute angle and the widening of the rear chassis by 44 millimetres gives the proportions a dynamic and powerful look.

In the interior, the Porsche designers also offer first-class quality: The high-grade panel elements have matching colours and materials; large amounts of leather and aluminium give it an exclusive and noble look. The multi-functional steering wheel with its integrated function buttons for the operation of important audio, navigation and telephone functions is also characterised by high technical and design functionality. The international jury of experts of the red dot award: product design 2007 was enthusiastic about the perfect implementation of the company’s design philosophy: Despite the Targa’s technical and design innovations, Porsche has remained true to its own language of forms in the design of this new model of the 911 series, entering a new round focussing on tradition as well as the future.