Revisiting the origins and development of Porsche Design

In the vast design world, few names resonate with as much acclaim and distinction as Porsche. While many associate this name primarily with high-performance cars, there’s another realm where the Porsche legacy thrives: product design. This evolution commenced with Porsche Design, founded by Prof. Alexander ‘Butzi’ Porsche in 1972.

FA “Butzi” Porsche with his first major design task at Porsche, the model 901 (911)

Butzi Porsche works on Porsche Design eyewear, a line that flourishes to this day.

Early influences

The eldest child of Dorothea and Ferry Porsche, Butzi grew up around the design firm of his grandfather, Dr. Ferdinand Porsche. He would eventually work for Porsche, the automobile company founded by his father Ferry. When the model 356 needed a successor, Butzi’s design for a next-generation Porsche became the primary influence for the new 901 model (later named the 911).  In the early 1970s, Porsche became a publicly traded company, which resulted in Butzi losing his role as Chief Designer. Wanting to continue his career in design, he left his family’s sportscar company and founded his own firm in 1972, Porsche Design.