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Porsche Is Basically Printing Complete Sentences on Its Cars Now

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author photo by Doug DeMuro October 2017

I recently visited a Porsche dealership, where I discovered that Porsche has gotten absolutely out of control with its badging. Have you noticed this? The cars with the longer names now have so many words on the back that Porsche really should be using punctuation, including commas, and periods, and possibly hyphens.

Here's how it all got started. Going back forever, Porsche used to print the word "Carrera" on the back of its 911, models, which is Spanish for "race," and also the trim level of the 911 -- or something. I never really knew why it was called "911 Carrera," but it was, and we (the collective automotive community) were all fine with that.

And then, beginning in the early 2010s, Porsche started entering emerging markets, and they realized it would be pretty nice if the word "PORSCHE" appeared on the back of the cars, too, for people who didn't know the Porsche brand. So starting in about 2010, they began to put "PORSCHE" on many of the vehicles, in addition to the model names. So there was "PORSCHE" over "Cayenne" and "PORSCHE" over "Panamera."

Now, for years, Porsche has offered an option where you can delete the rear badge if you want -- if, for instance, you don't need people to know you have a Turbo, or if you don't want people to know you cheaped out and only got a base model. But beginning with the "PORSCHE" era, you couldn't delete the "PORSCHE" badge. You could only delete the model name. So even if you checked "badge delete," you were still stuck with that huge "PORSCHE" on the back. Porsche really wanted its name on the back of the cars.

And then they just went wild. As the 911 range expanded, Porsche decided it would be best to include the name of each model on the back -- so "Carrera" became "911 Carrera," and there's also "911 Targa," and "911 GTS," and blah blah blah. And, of course, they also offer various versions of each model -- like, for instance, the 911 Targa 4S, which is pictured above.

And really, take a look at that badge. With that badge, you have 17 different characters representing many things: the make ("PORSCHE"), the model ("911"), the body style ("Targa"), and the drivetrain ("4S"). Sound it all out and Porsche has 10 syllables on the back of that car. If this were an actual sentence, we'd need a comma, or maybe a period. Or maybe a semicolon. And if Porsche continues down this road, maybe we'll see badging that says "PORSCHE 911 Targa 4S, Collector's Edition; Painted Silver" before too long. At this point, it wouldn't surprise me.

Doug DeMuro is an automotive journalist who has written for many online and magazine publications. He once owned a Nissan Cube and a Ferrari 360 Modena. At the same time.

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Porsche Is Basically Printing Complete Sentences on Its Cars Now - Autotrader