Porsche IAA 2025: Crest Focus and 911 Turbo S Debut
Two years ago, Porsche used a huge 911 as a roof over its Munich event space. For the 2025 motor show, the sports car manufacturer puts the Porsche crest centre stage at Wittelsbacherplatz. The stand follows the motto: ‘Porsche. There is no substitute.’
“The Porsche crest is our greatest asset; it represents our brand and combines our heritage with innovation and pioneering spirit,” says Ragnar Schulte, Head of Experiential Marketing at Porsche. “At IAA 2025, we are using it symbolically as a tribute to the Porsche community – for the customers, fans and followers who have shaped Porsche from the very beginning. We want to bring this special spirit to life for our visitors and guests.”
A striking roof structure connects to the Porsche crest, creating a clear link to Munich and recalling the design of the Munich Olympic Stadium. The crest in the elegant metallic grey shade Turbonite, which characterises the look of the sports car manufacturer’s Turbo derivatives, leans against the roof. It makes its debut in Munich and then appears at subsequent events.
On Sunday, 7 September, the new Porsche 911 Turbo S celebrated its world premiere in Munich and is now on display at Porsche’s Open Space stand. Visitors can also see a limited-edition 911 Spirit of 70 in Olive Neo, the fully electric Macan 4, the Taycan GTS, and a Cayenne E-Hybrid Black Edition. This derivative showcases many high-quality elements, while the black exterior and interior accents emphasise the sporty, elegant look of the Black Edition.
Porsche’s Sonderwunsch programme lets customers customise their sports cars with special colour combinations and unique designs. The stand in Munich features a dedicated Sonderwunsch area that displays a unique vehicle: to mark its 75th anniversary, Porsche Luxembourg teamed up with the Sonderwunsch experts and Luxembourg artist Jacques Schneider to create an extensively individualised 911 GT3 with Touring package. This one-off car features what is perhaps the most elaborate paintwork design created by Porsche so far.
Porsche creates a welcoming family atmosphere spanning approximately 1,000 square metres, featuring several kiosks and a diverse programme. Young fans can enjoy a carousel inspired by the Stuttgarter Rössle, the emblem on the city’s coat of arms, free of charge. The stand also includes a VDA Family Trail area and a La Marzocco coffee bar.
This year, Porsche again supports Viva con Agua. For every litre dispensed from its water dispensers, the company donates two euros to the cause, which supports worldwide charitable projects that provide safe access to clean drinking water and basic sanitation.
“Our stand at the IAA aims to have a real festival feel for everyone – whether customers or fans, young or old,” says Robert Ader, CEO of Porsche Germany. “At the Wittelsbacherplatz, we are showcasing the full diversity of our product range, from highly emotive sports cars to attractive SUVs and our innovative electric vehicles.”
IAA visitors can experience Porsche E-Performance with accompanied test drives in Taycan and Macan models at the brand stand. Those who want to get active can also try Porsche eBikes on site.
Porsche Lifestyle appears with its own shop at Wittelsbacherplatz. Together with artist Arthur Kar, the brand has created an exclusive capsule collection available only at the IAA. Porsche Design also presents its current timepieces and the 911 Spirit 70 collection, which accompanies the car of the same name on display.
The Porsche brand stand is open and free to visit from 9 to 13 September, 11:00 to 21:00, and on 14 September from 10:00 to 17:00.
