Porsche (with Doug DeMuro)

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Jun 27, 2023

Discover the complexities surrounding Porsche, from its impressive blend of luxury and practicality to its dark origins linked to the Nazi regime. With insights from Doug DeMuro, explore the brand's transformation through iconic models like the 911 and how strategic partnerships, particularly with Volkswagen, shaped its dominance. The discussion also touches on Porsche's adaptation to electric vehicles and the balance between mass-market SUVs and prestige. Dive into the rich tapestry of automotive history, family dynamics, and the essence of luxury branding.

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ANECDOTE

First Gas-Powered Vehicle

The first gas-powered vehicle was likely created by German Siegfried Marcus in 1864.
Nazis destroyed records related to Marcus because he was Jewish.

ANECDOTE

Daimler Hires Porsche

Gottlieb Daimler hired Ferdinand Porsche as chief engineer in 1906.
Porsche had an honorary doctorate, but never actually finished college.

INSIGHT

Porsche's Nazi Affiliation

Ferdinand Porsche and other early Porsche/VW figures were Nazis.
Porsche was a close associate of Hitler and an SS member.

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Nobody’s perfect — including Porsche. Despite that phrase appearing in their famous 1983 magazine advertisement, they managed to get damn-close to the perfect luxury business (even Bernard Arnault would be jealous!). Porsche is both quality AND quantity, owning the most prestigious brand in its market, while at the same time churning out almost half a million mass-market soccer mom/dad SUVs per year. And like any good luxury brand, it’s packed with enough juicy family drama and creeping takeovers to fill a Netflix series.

Yet, behind it all lies perhaps the darkest origin story we’ve ever told on Acquired. Not only was Porsche was started by Nazis, Adolf Hitler himself was deeply involved in its early fortunes. And, following WWII, the Allies simply looked past these facts and essentially bestowed a license to generate wealth on Porsche and its owners — setting the stage for them to become one of the top ~15 wealthiest families in the world today.

Joining us to explore it all is perhaps the very most-qualified person in the person in the world: the one & only Doug DeMuro. Not only is Doug the largest independent car reviewer on YouTube with millions of subscribers (we’re HUGE fans), he previously worked at Porsche corporate and owns a legendary Porsche Carrera GT — which served as the recording backdrop for this episode. Make sure you tune in to watch the video version! :)

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‍Note: Acquired hosts and guests may hold assets discussed in this episode. This podcast is not investment advice, and is intended for informational and entertainment purposes only. You should do your own research and make your own independent decisions when considering any financial transactions.