by Change at the Helm of the Design Department
Porsche has passed the pencil and tablet to a new chief, a landmark event for a brand that changes its head designers very rarely. Tobias Sühlmann is stepping into the role of Head of Design, replacing the long-serving chief Michael Mauer. This transition also leaves another famous sports car brand, McLaren, with a vacancy to fill.
Sühlmann comes from McLaren, where he most recently held the position of Chief Designer. His resume also includes work at Volkswagen, Bugatti, Aston Martin, and Bentley, so he is well-versed in both heritage brands and modern supercars.
Challenges Awaiting the New Chief
He will have to use all his skills and experience to tackle Porsche’s serious problems. Global sales have fallen by 10 percent, China is no longer the growth engine it once was, and demand for the Taycan has plummeted, despite a recent facelift. Preserving Porsche’s desirability in an era of EV fatigue and shifting tastes in luxury cars will require careful visual leadership.
The Importance of History and Brand DNA
Porsche’s recognizable look is one of its greatest assets, but also a certain burden for designers. Buyers expect evolution, not revolution, especially for the 911 model. Sühlmann will have to balance protecting the brand’s DNA with ensuring that new models look fresh enough to entice customers who have more choice than ever.
A Familiar Face in Management
In Stuttgart, the new design chief will find at least one familiar face, which undoubtedly helped his move from McLaren. Porsche’s new CEO Michael Leiters previously worked with him at McLaren, so there is already a common language between the design studio and top management. Such interaction can be very useful when it’s necessary to quickly align complex product decisions and bold design choices.
“Michael Mauer shaped an entire era at Porsche,” said Porsche boss Leiters, who previously headed McLaren. “Together with his team, he carefully carried the iconic design of the 911 into the modern era and at the same time incomparably transformed the design DNA of Porsche for new model lines.”
The 46-year-old Sühlmann is also following in the footsteps of a true legend. The 63-year-old Michael Mauer led Porsche’s design for more than two decades and helped create everything from the Panamera to the 918 Spyder, not to mention the brand’s first electric car, the Taycan. Sühlmann becomes only the fifth design chief in the company’s history.
A Look to the Future
“With this change, Porsche is undergoing a generational shift,” the company stated regarding Sühlmann’s appointment. But the question is, will only the personnel change, or will this shift be deeper? Should Porsche play it safe, or is this precisely the moment to be bolder?
The arrival of a new design chief always opens a period of observation and expectation. In the case of an iconic brand like Porsche, this transition generates particular interest. How much freedom of action Sühlmann will get in working with the most important models, such as the 911, and whether he can bring a fresh perspective without violating the legacy, remains the main question for brand enthusiasts and the industry as a whole. His experience across various premium automotive segments could be key to adapting Porsche to new market realities, where electrification and autonomy are beginning to redefine traditional notions of a sports car.
