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Marketing Motors:
The Porsche 911 Turbo 50 Years is Badge Engineering at its Worst

Marketing Motors:
The Porsche 911 Turbo 50 Years is Badge Engineering at its Worst

Porsche, News, Column Torque

Marketing Motors:
The Porsche 911 Turbo 50 Years is Badge Engineering at its Worst

Why Porsche lets itself and enthusiasts down with a style over substance tribute to five decades of the car that redefined the supercar.

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Craig Toone

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20 August 2024

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Porsche Media

Why Porsche lets itself and enthusiasts down with a style over substance tribute to five decades of the car that redefined the supercar.

As you’ll no doubt be aware, 2024 marks the 50th anniversary of the Porsche 911 Turbo - a car that not only rewrote the supercar rulebook, but transformed it entirely. Five decades ago, the 930 introduced Porsche Motorsport technology into a practical road car, giving the supercar segment something it had never seen before: luggage space, 360° sightlines, and a machine that was exploitable rather than intimidating to drive. The Turbo made the supercar usable without sacrificing its thrill.

Sure, there had been turbocharged sports cars before the 930, such as the BMW 2002 and Oldsmobile Jetfire, but nothing did more to cement the word turbo as a force to be reckoned with in popular culture. Fast forward to today, and the 911 Turbo has evolved from a 260 bhp, four-speed, rear-wheel-drive “Widowmaker” into a 650 bhp, eight-speed dual-clutch, all-wheel-drive missile. Capable of over 200 mph and reaching 60 mph in under three seconds, it remains the ultimate everyday supercar.

Porsche has every right to celebrate the Turbo's 50-year legacy, and now we have the commemorative edition: the Porsche 911 Turbo 50 Years. Just 1,974 of them will be built, priced from £200,600. And yet, for a car with such heritage, my reaction is one of profound disappointment. And I’m not alone. The consensus online is the same: the 50 Years contains more marketing than meaning. It’s a vessel to clear the last of the production of a car reaching the end of its life cycle, not a genuine celebration of half a century of Turbo brilliance.


Porsche 911 Turbo 50 Years

The most glaring issue with the 50 Years is its utter lack of distinction. Visually, it’s too subtle - a trait that may align with the Turbo’s reputation as a discreet supercar, but here it feels like a missed opportunity. In a game of spot the difference, only die-hard Porsche aficionados would notice the changes from the Turbo S. Even the alloy wheels are the same ‘Turbo S Exclusive Design’ from the options list. Where are the special aero touches? Where is the power bump to justify that price tag?

So, for a £20,000 premium over the now-discontinued Turbo S, what do you actually get? There are vinyl graphics on the rear wings, meant to evoke the RSR Turbo concept that predated the 930 production model, unique ‘Turbo 50’ badges, and - drum roll please - for the first time ever, the option of a Turbonite finish on the wheels. There are no mechanical updates to speak of - not that the Turbo is particularly lacking in performance, but a commemorative edition should offer something extra.


Porsche 911 Turbo 50 Years Turbonite
Porsche 911 Turbo 50 Years vinyl decals
Porsche 911 Turbo 50 Years rear turbo badge

At least the interior lives up to the billing, with retina-searing McKenzie tartan upholstery throughout, a tasteful nod to the 930. Other details include Turbonite-hued seat belts, controls, stitching, and the Porsche crest on the GT sports steering wheel. The sill plates are now finished in black brushed aluminium, and are illuminated with the Turbo 50 logo. The logo is also embroidered into the headrests, and there’s a single Turbo 50 logo on the back of the left rear seat. Above the glove compartment is an anniversary plaque which bears - of course - the Turbo 50 logo and the individual p