One brand that I find car enthusiasts have an enormous emotional attachment to is Porsche. Whether it’s a 30-year old collector car or the latest product from the German sports car maker there’s a real attachment to the brand. A few years back I was a judge at the Porsche Car Clubs annual Concours and this very passion came through first and foremost. Of course, new Porsche ownership is very much the reserve of a small group of well-heeled automobilists today, even more so with those with older collector cars, but the German sports car maker has just added another dimension to ownership. Australian buyers of the latest 911 Carrera or 911 GT2 RS can watch their vehicle come to life using a new Track your Dream function on the My Porsche platform – a step by step insight of their cars build progress from the factory floor in Zuffenhausen, Germany. Now that’s really tapping a buyer’s emotion for the brand.

I’m David Berthon

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