Annual Report Case Study | Automotive copywriting


Annual Report Writer for the Porsche Brand Book

Each year, Porsche publishes an annual report detailing its achievements and activities of the past 12 months. Printed as a coffee table book, it is placed in Porsche Centres and shared with customers and staff around the region.

As their automotive copywriter, Porsche has hired me to write the content for the annual report since 2013, crafting stories about a range of the marque's work, from its history and model range to motor racing and events.


Disruptive change in the Automotive Industry

For the 2017- 2018 annual book, the challenge was to continue the Porsche brand story in the context of a market disrupted by the electrification of vehicles, autonomous and AI technologies, digitisation and tightening government legislation.

Instead of simply presenting a review of the past year, Porsche wanted to contextualise the last 12 months on the basis of its history and the founding principles that have guided the mark from its conception. In a time of change and uncertainty, Porsche wanted to show how the unwavering principles upon which the marque was founded will continue to shape and guide its activities in the future.


Choosing an Annual Report Theme

Porsche is a brand that cannot be fully understood in isolation. The chosen annual report theme, “Then and Now” not only celebrates the many achievements of 2017 but contextualises each on the basis of Porsche’s history and the brand’s guiding philosophies.

From the pursuit of building the perfect sports car that began with the 365 – the base DNA for every Porsche model ever built, to the motorsports tradition that defines motorsports as a principle, not just a passion, the book explores the themes that played a role in guiding Porsche to where it is today, writing the next chapter in the marque's story.