What does it take for a legendary brand like Porsche to stay ahead in a rapidly evolving auto industry? In this Cold Call episode, Harvard Business School Professor
Stefan Thomke dives into the strategy and innovation behind the iconic automaker—drawing from the case study he co-authored with Daniela Beyersdorfer, Director of Research & Administration at the Europe Research Center (ERC). From electric sports cars to digital customer experiences like “Track Your Dream,” the case—based on deep field research in Germany—reveals how Porsche is reimagining what performance and luxury mean in a changing world.