The Porsche 989 project was part of a crucial chapter in the company's effort to diversify its range and represented the realisation of a need for a significant shift for the manufacturer known primarily for its two-door sports cars. Developed between 1988 and 1991, the 989 was envisioned as a four-door sports tourer that could offer ample space without compromising on performance. This article examines the Porsche 989, its architectural features, its eventual demise, and its influence on future Porsche models.
TL:DR – The Porsche 989 was an ambitious project aimed at creating a luxury performance sedan that ultimately crashed due to financial realities and changing market demands. Although never produced, its design elements can be traced to later models like the Panamera and the 996-generation 911, leaving a legacy that continues to resonate within the company's products today.
Background of the Porsche 989 project
The genesis of the Porsche 989 was rooted in the observation of the Porsche 928’s increasing sales in the mid-1980s, hence the interest here! Executives at Porsche recognised that the market was evolving and began to seek an entry into the more practical four-door segment, aiming to address family-oriented consumers who sought to buy into the Porsche brand's performance without sacrificing day-to-day functionality. This was one of the reasons for the 928's success, in that small children could be seated in comfort, but of course it was a two-door coupe. In 1989, the concept officially took shape under the supervision of Dr. Ulrich Bez, who was initially brought on board to steer the company through a challenging period and had the goal of making the 989 a comfortable four-door sports car.
The concept of a four-door Porsche was radical at the time. Traditionally, sports cars were the bread and butter of Porsche, making the development of a four-door model somewhat controversial in the conservative automotive circles of the early '90s. However, with burgeoning competition from rivals such as BMW’s M5 and Mercedes-Benz’s E-Class, the necessity for Porsche to expand its portfolio became increasingly clear. The 989 was conceptualised not merely as a car, but as a vital addition to the company's identity.
Development of the 989 called for a complete redesign of its mechanical architecture. This included a new platform that would accommodate a front-engine layout with rear-wheel drive like the Porsche 928, quite a departure from the 911’s traditional setup. Emphasising performance, the project sought to balance the excitement of driving with the relaxed pace often required in everyday journeys, making it an aspirational vehicle to which both enthusiasts and families could relate.
Porsche’s engineering ambitions
The Porsche 989 was to feature a state-of-the-art 80-degree V8 engine, like the Porsche 928 power plant. This engine was designed to provide around 300 PS, boasting a powerful output that would allow the vehicle to retain its sporty nature while accommodating more passengers. Such a V8 would outshine competitors in terms of power and driving experience as the Porsche 928 had proved.
Dr. Bez’s vision included innovations beyond just performance. The design incorporated a wheelbase of 2,826 mm, aiming for a spacious interior without compromising on driving dynamics. The initial concept was met with enthusiasm, encouraging the design team, including Harm Lagaay, to develop prototypes that influenced future creations. Styling cues such as the control-arm rear suspension and unique headlamp designs were foreshadowing traits that would later find a home in the evolving Porsche aesthetic both in the 993 model 911, and in the Boxster and 996 era 911.
Porsche engineers pursued rigorous testing for their ambitious V8, undertaking modifications on existing 928 models as a starting point. (If anyone has pictures we'd love to see them). Despite leveraging existing architectures, the costs associated with new tooling, engine refinement, and assembly line integration escalated rapidly. This trajectory opened discussions within Porsche regarding their financial sustainability, setting off warning bells about the 989’s viability.
The decline of the project
As development progressed into 1991, tensions emerged owing to mounting costs that threatened to spiral beyond control. The projected initial production run of 15,000 units began to feel wildly optimistic, leading to a significant reassessment. Estimates suggested that profitability could only be achieved at a price point close to £80,000—far above where Porsche wanted to be positioned. This forced the executives to consider the future of the 989 amidst an already overcast economic landscape.
In September of the same year, Dr. Bez stepped down from his role, stripping the 989 project of its primary steward. His departure sparked a seismic shift within the operations of Porsche, leaving the remaining team grappling with overwhelming financial constraints. By January 1992, the decision had been made to halt development entirely, despite early claims that the sole prototype had been destroyed. Instead, this prototype now resides in the Porsche Museum in Stuttgart, a testament to what could have been.
Ultimately, the market dynamics of the early '90s didn’t favour the luxury sedan model, and the sales trajectory for the 928 model—which had been a significant reference point for the 989 project—was declining. Combined with the high production costs and economic pressures, the Porsche board made a strategic choice to focus on more viable platforms that offered greater return potential.
It wasn't until the end of production of the Porsche 928 in 1995 with the rise of the Boxster that Porsche really managed to pivot to more modern manufacturing and a more coherent product line. You can read about that in Porsche Boxster (986) at 25 - a retrospective.
Resonance in later Porsche models
Although the Porsche 989 was never commercially released, its architectural and design philosophies would eventually influence the brand’s future vehicles. Notably, success of the Porsche Panamera in 2009 can be seen as a standing on the shoulders of the 989 concept. Sharing a similar ethos of marrying practical family-oriented use with performance aspirations, the Panamera reinvigorated Porsche's image as a marque that could combine utility with the dynamics it has long been acclaimed for.
The 996-generation 911 also bears the mark of the cancelled project. Several design elements and engineering insights incorporated into the 989 prototype were integrated into these later models. Notably, a common design language began to emerge within Porsche’s growing portfolio, tracing back even as far as the Porsche 928 S4, favouring practicality while preserving the essence of high-performance driving experiences.
The idea of modularity that became prevalent in the automotive industry in the nineties also took root in Porsche’s development strategies post-989. By focusing on shared components and versatile platforms, Porsche could reduce overall manufacturing costs while still delivering high-performance vehicles. The lessons learned from the challenges of the 989 ensured that Porsche would continue to innovate in the luxury performance segment while maintaining profitability.
Legacy of the Porsche 989
The tragic irony of the 989’s cancellation is reflected in today’s automotive market; four-door vehicles and SUVs have come to dominate sales figures, accounting for a staggering 80% of Porsche’s unit sales. This unfortunate demise not only deprived enthusiasts of a much-anticipated high-performance sedan but also showcased the dangers of ambition in an increasingly competitive automotive landscape. Nonetheless, Porsche’s spirit of innovation requires a culture where projects may not always reach production, yet inform their decision-making for future models.
Interestingly, the evolution of luxury performance vehicles has increasingly pointed towards a need for adaptability, an underlying theme that the Porsche 989 sought to address. The gradual shift in consumer preference has proven that versatility does not detract from performance but can instead enhance it. As the world moves towards a more family-oriented approach, Porsche's vision for the 989 may have been premature but undoubtedly prescient.
As the 989 remains a 'what might have been', its contributions continue to echo within Porsche's current range. The elements attributed to its design can still be seen in the Panamera and the 911 and even in the Cayenne and Macan, keeping the spirit of the project alive within the architectural evolution of the company. For enthusiasts and critics alike, the 989 stands as an unfinished chapter, guiding current and future endeavours in the realm of luxury performance vehicles.
Embracing past lessons for future success
The Porsche 989 project, whilst ultimately never realised, serves as a fascinating case study in automotive ambition, engineering challenge, and market timing. Its design and conceptualisation in the late eighties and early nineties offered invaluable lessons not only to Porsche but for the entire automotive industry on the risks associated with high costs versus market realities. As the company has evolved post-989, with first the launch of the Boxster and 996, and then the Cayenne, Panamera and Macan and most recently the Taycan it remains clear that the values of performance, practicality and strategic thinking have helped shape its most revered models in contemporary times.
Potential customers and enthusiasts are encouraged not to forget the 989 as a vital part of Porsche's history, but rather to appreciate how its concept has informed and influenced the current generation of vehicles. The principles that govern the 989's vision—balancing power with usability—continue to resonate even today. A call to all automotice manufacturers is to learn from these ambitious attempts; the mistakes of one era can often bear fruit in future innovation.
In essence, the Porsche 989 embodies hopes and dreams of what Porsche could have achieved alongside its sports car legacy. It serves as an encouraging reminder that even ambitious projects facing hurdles can inspire subsequent iterations of greatness. Thus, the 989 should be acknowledged for its potential and place in Porsche’s narrative as one of ambition, creativity, and resilience.
Image Attribution
Porsche 989, By Renato746 - Own work, CC BY-SA 4.0 (1 image)
Porsche 928, By Dambedei - Own work, CC BY-SA 3.0 (2 images)
