Porsche is set to make its debut at the Gamescom video game trade fair in Germany tomorrow, with its Vision Gran Turismo concept car marking the centrepiece of its display.
Vexx-ed display
Unveiled last November in both virtual and real-life form ahead of the release of the latest Gran Turismo 7 game in March, the concept will this time have a whole new look with a fresh paint job from one of Europe's biggest digital and street artists, the Belgian creator, Vexx.
As the day goes on, Vexx will adorn the Gran Turismo concept with a fresh coat of paint in his distinctive bright cartoonish style, with guests at the convention also able to drive a virtual version featuring the new look in Gran Turismo 7.
Attracting younger customers
"Porsche has steadily expanded its commitment to the gaming and e-sports community in recent years - our appearance at Gamescom underscores this," said Robert Ader, Chief Marketing Officer at Porsche.
"We have reached an important milestone with the Vision Gran Turismo as the first sports car developed purely for a virtual space. By painting it, Vexx will now give the vehicle a completely new look as well. This is another way for us to showcase our enthusiasm for collaborations with creatives and the art scene, which we see as mutually enriching."
Porsche, according to Ader, sees engagement with gaming and e-sports as an important part of the firm's marketing strategy as it attempts to connect with new generations, younger audiences and, thus, future customers.
Gran Turismo Vision series
Although absent from the Gran Turismo series until 2017 due to a prior tie-up with the Need for Speed franchise, Porsche has gone all-in with the series creators Polyphony Digital and last year revealed its own Gran Turismo Vision, part of a long line of concept cars created by manufacturers in partnership with Polyphony. Plenty have, like the Porsche, made it to the real-life show car stage, but none, apart from the upcoming McLaren Solus GT based on the 2017 Ultimate Vision concept, have ever been slated for production.
Like the McLaren, Porsche's Gran Turismo concept features a jet fighter style cockpit canopy rather than conventional doors and, apart from the odd design cue here and there, looks largely unlike any other model from the Stuttgart firm.
With the body and monocoque made from materials such as carbon fibre and titanium, the real-life concept's two-seat cabin employs an oblong racing-style steering wheel, surfaces trimmed in vegan materials and a transparent instrument cluster using head-up display technology, in contrast to the in-game model, which uses futuristic holographic instruments.
Speaking ahead of the unveiling of the new art car, the artist behind the new paintjob said:
"For me as an artist, it was a unique opportunity to create a completely new design for Porsche. The look taps into both Porsche's brand identity and gaming themes. I'm excited that the gaming community will be able to drive the vehicle virtually from now on - bringing my graphics to life and making them tangible."
Never say never
The overall design, slippery and attractive though it is, doesn't look like it'll make production any time soon, if at all, but, as the McLaren Solus proves: never say never.
At the very least, don't be surprised to see some of the Vision Gran Turismo's design elements appearing on Porsche's road cars in the future, something hinted at by the company's head of exterior design, Paul Varga, last year.
"The Porsche Vision Gran Turismo is more than just a gaming fantasy," he said. "It is a realistic look into the future that will definitely help us with development in the years ahead."