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Porsche cars often appear in video games, but for the first time, the automaker designed a car specifically for Gran Turismo 7.
Sony’s latest Gran Turismo title will debut on March 4, 2022, and it’ll feature the all-electric concept car you couldn’t drive on the streets, and it has some futuristic features that would only work in a video game. .
Deniz Keskin, director of brand and partnership management, said in an interview with GamesBeat that the company’s auto designers spent about three years working on the design, creating it as if they were making a real car. . They worked with Sony’s game studio, Polyphony Digital, to put it in the right format to make it one of the game’s âhero carsâ.
The Gran Turismo game series has featured Porsche sports cars since 2017, most recently the Taycan Turbo S. For the launch of the seventh edition of the game, Porsche has, for the first time, developed the Porsche Vision Gran Turismo for the virtual world Game. .
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âWe approached it really like a normal vehicle project, which is the typical way to do it at Porsche,â said Keskin. âIt’s sort of a concept car for maybe 2030. So there is a futuristic side to it. But we tried to be realistic in the sense that we didn’t put anything on the car that wasn’t feasible. It is a fully electric car. It is also quite compact and agile.
This is the sports car maker’s first concept study created specifically for use in a video game. It will be available exclusively in Gran
Turismo 7 for PlayStation 4 and PlayStation 5. The biggest challenge is making sure it looks like a Porsche and expresses what the brand stands for.
âThe appeal of a Porsche comes from its purist design,â Kazunori Yamauchi, president of Polyphony Digital, said in a statement. âAnd in terms of engineering expertise, we and Porsche follow the same perfectionist philosophy. We share the same passion for racing and look to the future of the car.
Keskin said the team was freed from the constraints of developing models for series production and was able to put new ideas for a Gran Turismo concept car into practice.
âA vehicle designed uniquely for the virtual world opens up exciting possibilities for us that are otherwise heavily regimented in a regular design process for a production car,â said Michael Mauer, vice president of style at Porsche, in a statement. âProjects such as the Porsche Vision Gran Turismo are particularly valuable to us in the creative process. Further developing our clearly defined Porsche Design DNA and interacting with designers from other industries is an important part of our work.
The Vision Gran Turismo features forward-looking versions of familiar Porsche design elements. The concept car displays the typical proportions of the brand with a particularly sporty aspect ratio, an extremely low bonnet and very pronounced fenders.
The particularly clean front lights and integrated air intakes create a visual link to the Taycan’s design language – a nod to the car’s purely electric drive. The rear is adorned with a distinctly narrow light strip – a further development of the familiar light signature of the 911 and Taycan models. The clear emphasis of brand identity continues inside, with the curved, driver-friendly holographic display that appears to float above the steering wheel. The low seating position emphasizes the dynamic feel of the car. The realistic surface appearances in the interior also play a major role. It has holographic screens that show different driving data.
âWe spent a lot of time thinking about the right design for the material made of carbon and titanium. The aim was to reduce weight while increasing performance, âsaid Markus Auerbach, head of interior design at Porsche, in a statement. âIn addition, sustainability aspects also play a role in future plans. For example, we only used completely vegan materials in the concept car. “
In addition to the purely design-related themes, there are also new features that contribute to a strong sports car feel, with gamers receiving haptic feedback via the controller, which mimics the feel of the steering wheel. This quick, straightforward feedback is reminiscent of a real racing car, the company said.
The expansion of its gaming activities is also of strategic importance to Porsche.
“We can engage young, digital target groups where their automotive dreams are born: the gaming world,” said Robert Ader, vice president of marketing at Porsche, in a statement. âThe partnership with Polyphony Digital and ‘Gran Turismo’ suits Porsche perfectly, because motorsport, whether real or virtual, is part of our DNA.
Porsche stands for authentic and moving experiences. In this context, video games and the virtual world offer new opportunities to make sports cars interactive and make their driving accessible. For this reason, the brand has been cooperating for several years with various companies in the gaming industry and these activities are now an integral part of the marketing mix. The overarching goal is to create a lasting brand experience. Sony’s Polyphony Digital has been making Gran Turismo games since 1997.
A few years ago, Porsche first showcased a real car by announcing that it would be in a Forza video game for Microsoft’s Xbox, and Keskin said it had gone well in terms of the positive feedback. And it also debuted the previous car on Sony platforms.
âWe’re pretty excited, and that extends to this whole esports community as well, because gaming is a very important segment for us,â said Keskin. âThere are a lot of really excited young people that we want for positive early exposure of the brand. “
The designers focused on designing a video game, with polygons and textures, as opposed to designing a real car, where there is a lot of material under the hood that you never see in a game. But it has a chic interior and a lot of things that players can admire from all angles.
âYou will see that this looks like a full-fledged concept car that you would see at an auto show,â Keskin said. âWe haven’t made any compromises in the way we approach this product. “
Keskin said that for his generation, it is unusual to equate the value of digital goods with that of physical goods. But his young son does not hesitate to attribute the same value to digital objects, such as sins in video games, as to physical objects.
âIt opens up a very fascinating universe of questions in gaming or esports that we have to tap into,â he said. âAt least in terms of what that means for the way we present ourselves as a brand. Designing the first Porsche car ever designed for the digital space shows that we want to do the right thing and make a contribution here. “
Regarding the ROI of putting designers to work on a concept car for three years, Keskin said he’s fully convinced that the only benefits of the video game will be the only ones, because that will be the heroic car. and it’s likely to be showcased in marketing and esports events. Porsche’s exposure will be quite significant, considering how many millions of copies Sony usually sells for each installment.
âI also think the community will appreciate it. And then there is the long term which is very difficult to measure, âKeskin said. âTo make this happen, there are road regulations. So you wouldn’t be able to create this car exactly as we designed it for the virtual space. But my colleagues in the design studio will tell you that it frees up a lot of creativity if you don’t have certain constraints. And as a marketing guy, you know, for me the nicest thing that could happen is that in five years, six years, you see Porsches all over the world, and then you’ll recognize a few little bits and little clues and inspirations that may have come from this car. If that happens then, you know, I think it’s a very cool and amazing story. And I would be very happy to see that happen.
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