Porsche (with Doug DeMuro)
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- Опубликовано: 26 июн 2023
- 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 RUclips 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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Links:
Doug’s RUclips channel (which we HIGHLY recommend)
/ @dougdemuro
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Episode sources
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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. 
Наука
There was a Porsche commercial where a kid goes into a Porsche dealership after peering through the window. He sits in the 911, looks it over from all directions. At the end, he asks for the salesman’s card. He’ll be back, was the message. Porsche has always played the long game.
That commercial is exceptionally well done - the music, dialogue, lack of dialogue, it really captures the brand in my opinion. The full 3-minute version is the top hit on RUclips if you search “Porsche commercial.”
“It’s a funny thing about a Porsche. There’s the moment you first want one, the moment you first own one, and, for the truly afflicted, there’s the decade or two that passes in between.” THAT is good writing!
There is also a fantastic ad where a farmer with a very old porsche tractor comes in for a new starter.
Just a 1.5-2 year wait after placing the order.
Yes!!!! I am so glad you mentioned that one. Love it.
0:16 0:16 Tc 0:16 y by 0:17 v
Doug: "I swear I'm not a Porsche guy!"
Also Doug:
He used to work at Porsche
@@kev7cowe know that but he has said in previous videos he’s not biased towards Porsche, in fact he’s more of a Mercedes guy.
😅😅😮😊😅😮😮😮😮😅😅😅😅😅😅😮😅😅😅😅😮😮😅😅😅😅😮😅😅😊😮😅😊😅😅
😮😅😮😅😅😅😅😅😮😊😮😅😊😅😮😅😅😅😅😮
😅😅😮😅😅😅😅😅😅😅😮😮😅
I thought there no way I was going to spend 3h+ watching this, but this has been absolutely outstanding and a great perspective of the company history of both Porsche and VW.
My thoughts exactly - 3 hours ! - was excellent
I was hooked on this the whole time. Listening to over the course of 2 days when I had free time.
I just listened. Did they have any visual components to this?
@@eddiefalcon8316 No not really. Just one of Doug's cars in the background (I think it was a Carrera GT if I recall).
Well here's the thing i can drive a VW because im not Jewish
German here, at 0:10 when Doug says "more like Porsche" he pronounces it perfectly as we Germans do.
So for those curious, that's the right way to say it. its a very short "e" so not drawn out
Prost & Cheers from the Bavarian Alps
Yes but perhaps more specifically, the way I’ve heard members of the Porsche family pronounce it in videos, it’s “porsh-eh”. Like the e in met and let.
But How do Germans reconcile the company’s founding by a n.a.z.i. and his family… who still control the company today?
First time viewer, lifelong Porsche fan. I'm on my 50 year buying cycle. I dig this format for looking at businesses.
GREAT GREAT GREAT 🎉🎉🎉🎉🎉🎉🎉🎉 I LIKE TO SEE ANOTHER ONE FOR BMW
Same. Picked my first one out in 2005. 911 turbo s cabriolet.
This has to be one of the best RUclips videos of all time. It’s a lesson in history, economics, corporate strategy, globalization - all in one watching. It’s well worth the three hour listening time. I particularly love the punch around 2:20:00.
Doug is the type of guy to claim he's not a Porsche person, but then sits down to do a 3+ hour podcast episode centred around Porsche next to his own Carrera GT lol
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I have never watched this channel before. I only clicked on it for Doug and Porsche content. I am impressed. I am now a fan of Acquired. This was so well done. I owned a 08 Cayenne for 10 years. It got me hooked on Porsche. It was my gateway drug. I still miss that SUV now. It was reliable with luxury. I think that makes a Porsche unique. They have a high percentage of their vehicles on the road today. Porsche believes and market all of their vehicles as the everyday sports car. I can attest to that. I feel the same way. I own a GT4 now. But I still want Cayenne in my life as well.
I absolutely adore that this was 3 hours long. What a treat. Thank you gents.
I have to say that the Porsche "brand continuity" is amazing...I own a 718 GTS (flat six 4.0) and it drives remarkably similarly to my friends 1987 air cooled (flat six 3.2) G body 911. Amazing to think that they can maintain the "feel" of the car over 30 years later...I bought mine at 56 so I am also on the 50+ year buying cycle.
No they feel nothing alike, if u actually drive the car at its limit how it was intended u would for the first time in ur life get to actually drive ur cars n realize how different they are. 😂
So your claim is that you have driven both a 718 4.0 AND a 3.2 911 G body "at their (10/10ths) limit" then?
You're out of your mind. They're not even remotely related in engineering, feel, etc.
I never thought that I would spend more than 3 hours watching a video podcast. But, this video was Brilliant. Kudos. I am incredibly impressed at the thoroughness of the historical research on Porsche for this feature. And, having Doug DeMuro as your wing-man for this story is a stroke of genius. Doug is absolutely authentic, automobile-passionate, balanced and well spoken. I look forward to your follow-up interview with Doug. Congratulations, gentlemen.
This is the best line history of Porsche I have ever heard. Congratulations to Doug and his friends. ❤
This was by far the longest RUclips video I’ve ever sat through. Very entertaining loved it guys
This was beyond well done, I learned more here today than I had learned thumbing over endless issues of Road and Track during the 70s and 80s.
I've been looking for a all in one Porsche company history podcast/documentary for a long long time. This is the one. Thanks guys!
I have never sat in a Porsche, or will ever own Porsche, but I watched this video from beginning to end. Love the history of the company. fascinating discussion. Thanks
This was a great mashup. I love business and cars and this delivered on both sides. Great job guys!
My first time watching and thought it was brilliant. I became a Porsche owner at 70 but lusted after one since my teens. Worked my way up - Volkswagen - BMW - Audi finally Porsche. There is something about the quality and feel of the product that makes it a special car. Also I get lots of compliments on my Cherry Red metallic (color discontinued -very Porsche) Taycan.
You lusted after Porsche all your life and then went and bought a taycan?
@@davidrubin2612 I had a Cayman first along with an Audi Q5 and need to rationalize down to one practical car so took the opportunity to go EV at the same time. has not been easy but now glad I did it.
One of the best videos/podcasts I've ever watched. This is brilliant. Thanks
This is really a fantastic video. Not only is having the insight of Doug great, the discipline of the host to keep to the chronology of the story is great. Porsche has a great story that I wasn't aware of until seeing this.
Longest podcast I’ve ever watched! Really cool insights all in one place. Porsche history is crazy really, and at the end of the day they gave us iconic cars that …. Everyone now wants
I’m 2 hours in and finding this absolutely epic. Needs to be the basis for a top tier movie.
Among the best audio production on RUclips. Yes, I noticed. Also mainly because it's Doug's garage. I watch a lot of videos in Doug's garage and none sound this good. The room is not well prepped, nothing against Doug, so to see how well y'all did recording this... Well done!
Oh and the content is great, too. 🤣
This proves that engaging and compelling content trumps production value everytime. A lot of content creators try to woo with epic visuals and high-end audio but in the end, the content is meh. Eventually they fade away if they dont change. Doug has always stuck to the cars as the main character (quirks and features) and in the process has also become a "quirk and feature" 😉.
It’s really refreshing to hear someone from the USA talk very correctly about the history of Porsche and VW.
I happen to work in Wolfsburg as an Engineer in electronics development for a certain group, some smartwitted people maybe guess, for quite a few years and usually only the foreign people who work with the brand know and understand the history, especially the post war years!
There are many relicts and historical reminders (also museum like information signs and an amazing archive) on the factory premises and when you are going through some of the very old buildings you can almost still feel how it was in those unsure years of „starting over“.
It was a very special time for Germany in the post war years and when the official „denazification“ was finished there was a unbelievable economic growth in Germany that people remember to this day as the „Wirtschaftwunder“ which translates roughly to „wonder of the economy“.
Thanks for this great podcast about the region I live and work in and the companies which led to it’s prosperity!
Usually more rural areas in Germany are the lower income areas, but Volkswagen totally changed that and is often called the „motor of the region“.
It keeps people and other businesses alive due to the good pay, which leads to people being able to afford good services from local companies which leads to them also making good money and their employees having a good life.
The economy of this region is completely centered around VW.
Hopefully there’ll never be a Detroit over here, it would be devastating since there is no other big industry near.
The company needs to stay completely up to date on mobility trends to be successful for the future, we will see how this will work out.
Even though they got so much information wrong?
@@chesswizard31 what do you think they got wrong about the pre war years?
They told everything like it was.
Of course they left out lots of things to save time like the worker protests for food and not enough hay for the work horses which leads to them planting crops on the factories grass areas to feed their workers etc.
And that this layed the base for the great union influence that still is there today which led to VW having the best paid employees of all the German car companies to this day and VW still having their own farming business for crops and animals, which for example lead to the legendary VW Currywurst which has an official partsnumber and you can find it in Etka! (Ersatzteile Katalog which translates to spare part catalog and is the digital software to order official parts for dealerships)
They sell more of them each year than cars!
I’m talking only about them being correct about those years in Wolfsburg, I didn’t watch the rest of the documentary yet so I can’t talk about them being correct with other stuff yet.
Still I’m impressed by knowing the early post war history, that’s not knowledge that everybody has, especially when not from the region and especially not from the USA!
So please tell me where the documentary was wrong about that I’d love to learn!
You missed a big part of their brand, by not mentioning their car club. Porsche clubs have over 250,000 members worldwide. Loved the show!
It’s unrelated to the topic around the history of how the brand came to be - the club is a byproduct
@@yannthreerespectfully disagree. The club increases switching costs (discussed) and should have been covered. If you show up in a C8 to see your Porsche friends will it have an impact? Loyalty factors matter.
Watching in parts and reached last hour but just incase I forget to thank you; its Sunday morning here and have time to say a big THANK YOU..
[Subscribed]
I guess this could have been the best video I‘ve ever watched on RUclips …. just wow!
I really enjoyed this. Love the passion and research. Looking forward to more!
Doug needs to invest in moving blankets for the garage floor. The audio was substantially better than his own channels.
This is peak content value!! It only goes down from here people!! Thank you ACQ and Doug 🙌🏻
Wonderful walk through Porsche history. Really enjoyed this.
Very informative. I wasn’t a huge fan of Porsche growing up. The 997 is when I fell in love and when I got older and appreciated great engineering.
When talking about taxes, we in the US did much the same thing. The top tax bracket in the US was above 90% from 1944 until the mid 60’s. As late as 1981 it was 70%.
First time viewer here. Congrats on the thorough research. Great idea to have the picture and Doug on your side. Now I encourage you to do a similar episode about Ferrari! I’m subscribing to the channel right now!
The way Doug said it with the soft "e" is correct. Doug is also the sole reason I immediately clicked the video. Good call and also nice of him to let you use his garage😉
Btw it's pretty eild that you guys are not well in the 10000 subs. Quality content👍
Two of my favorite content creators in one room together 😮
I only know Doug
Funny. I see three.
I've been a longtime listener of Acquired on Spotify, and I love the move to incorporate a RUclips audience. However, I'm glad you addressed the potential for comment trolls on the holiday special episode. That will be a challenge moving forward, but I'm so excited to see what y'all bring in 2024. There isn't another podcast I look forward to more than Acquired. Keep up the great work guys! You are truly incredible historians, and if another person tries to tell y'all to get into journalism and cover current business events, I'm going to punch them in the mouth. I love to hear that you are sticking to the good stuff and will continue to tell this history behind great companies.
Fantastic, just fantastic. Thanks guys. Learned a lot.
Long time ACQ fan all the way from South Africa 🇿🇦…. 1st time viewing on RUclips! Keep up the good work Ben and David
As a whole a really awsome and informative video - Thank you, subscribed !
I’m Huge Porsche fan. I just got my 911 T after i sold my 911 back in 2019. And this video is a amazing. I love Porsche history. This was the dream team for my Porsche history video 😂
Its probably longest interview Doug ever given
Fantastic information. Y’all did an incredible job.
A little late to the Acquired family. New favorite podcast/YT. I’ve been moving around the most recent starting w Lockheed, then onto Costco, Nike, and this. Fan-friggin’-tastic
11seconds: perfect pronunciation. The e in the end is not accentuated.
Thank you Ivan - we drive Porsches because of you. The type 1 was what we bought first.
first time in here... quite impressive, well researched, engaging and erudite discussion even for the non- car enthusiast in the side lines.
truly enjoyed it !!! Thanks gentlemen. 👍
Fell in love with the 911 in 1987 when I was 18 years old and an older wealthy friend let me drive his Mercedes gray 911 turbo to be serviced. Then bought my first 911 a 992 Carrera s last year, at 53 years old. I waited until I could pay cash for one. Now I’m in line for a touring. And if it’s not a paint to sample car I’m not going to buy it. These are incredibly difficult to buy new but like this episode reveals, Porsche created in me a lifetime enthusiast who’s particularity is emblematic of the culture porsche intended to create. However the touring has unfortunately reached levels of absurdity which looks like an outgrowth of instagrams fomo culture. Many interested enough in this car with enough purchasing power to buy one are Instagram goobers who fear on missing out of the next rare thing that they have no real interest in other than posturing to a bunch of people who they will never know that they can purchase the desire most can’t afford to buy. Pre-pandemic I could have bought one of these new with no adm. Now they are commanding $100k or more.
Well, that was something I didn't know was going to be riveting. I lived through it all, knowing it was all happening, but when its all put together like this its a remarkable story.
I've read the Wikipedia many times and thought I'll not spend the 3 hrs. I absolutely did and loved every minute.
Great format and content guys!
Why? You could have just read the Wikipedia pages again. After all, that's where they got all their information from.
This was excellent! Thanks!
I am a car nut born and raised in Munich Germany. I lived there until age 29 and had fun on the Autobahn ect. Yes it was 30 years ago, but the perception and reception of Porsche changed dramatically over the years. So did their customer base. Your mentioning of the market cap illustrates it clearly. And…Audi was not even considered a luxury car in Germany until the 2000’s. At least not by public perception. No BMW or Mercedes Customer would have thought of Audi as another options before the 2000’s or even later. I am so glad you connect some history so younger car people understand. And Porsche was not considered that high up by price and performance compared to some super cars, namely Ferrari ect. They had not even been considered to be in the same league. Again, I am talking about public perception, not actual performance, engineering ect. FYI Doug, following your channel I think from your first day. And your channel evolved all the while staying true to itself. Kind of what Porsche did lately.
This was incredible. When I saw 3 hours I did not think I would get through all of it. But kinda bummed because you’re hating on the macan. I had a 2020 cx5 turbo before I bought my 2018 macan s. I agree, Mazda nails it and does a good job, but for someone who needs an suv for daily driving, maximizing fun, with a solid, luxurious, timeless interior… well there is no substitute. The macan S is perfect. I also did add a cat back exhaust, intakes, and a slight tune… so I am biased. But every week I have people pull up to me and ask me what the hell I’ve done to it. It sounds so good. Until I can find a 911 to restomod or a 992 targa, I’m a Macan fanboy and would appreciate some love 😜
This was fantastic. Thank you. I am looking for the LVMH episode you keep referencing but can’t find it. Would you please provide a link. Thanks!
Awesome episode! What mics are you guys using? The audio quality is incredible.
The amount y’all just told me that I had no idea about is wild. Especially me being me.
I was worried that Doug was going to lean back and that that wobbly chair would break and smash into the side of the Carrera GT.
Call me crazy but it crossed my mind.
Sad to say I knew most of what they discussed being a Porsche nut for 35 + years but this was very good to hear it all again and I must applaud well done !!!
Very informative and well presented u deserve more audience.
David smiles a lot. I like him.
Very well done fellas.
Great job, cool Poersche history!
Porsche and Rolex were founded by a German and are prestige brands. The difference between the two is that Hans Wilsdorf, the founder of Rolex, was a firm supporter of the Allied Forces during the Second World War. He believed Hitler shouldn't and couldn't win, and he enacted certain policies to ensure British troops understood his support.
Crazy how much knowledge Doug is sitting on.
so glad that you mentioned Major Ivan Hurst, REME.....
Very interesting and insightful.
Porsche’s halo effect is the fact that they are an all in one product. Luxurious yet performance is on tap in need. And the stigma and brand came from “the top down”, where BMW is these days on par with Porsche but started “Bottom up”. It’s all about psychological perception.
Wow - just found this channel - amazing - brilliant dudes
Bought my first Porsche, a new 2023 Macan, in December of last year. Really enjoying it so far.
Porsche has earned this position with deep engineering and excellence. I have a Cayman. It’s sublime.
This is the most well-researched and interesting car videos I’ve ever seen! Clearly they really did read a huge portion of (if not all) of the 870 page “Excellence was Expected” 4 volume book series. Very impressive!
I'm not so sure .....
Kylo Ren in the house
I can't believe I just watched three guys talking car history for three hours. Porsche needs to greenlight a TV series or movie. There is such a rich history behind that brand.
Also, it's one of the few videos that make sense of the whole VW-Porsche ownership situation. So Porsche the car company owns shares in VW, which owns Porsche the car company, which are both owned by Porsche the hedge fund.
Love the shoutout to WhistlinDiesel LOL!!!! greatest car youtuber of ALL time. freaking legandary dude.
This was such a cool podcast 🔥👏🏽
This is fantastic content
This program is worth.
Wonderful to have me here. It’s his own garage 😂
I learnt to drive in a 51 German assembled vw which was my mother's car ,it had the small oval rear window the modle after the split one,wish we kept it as very collectable now
0:11 There you nailed the pronunciation! :) greets from germany
Great show....well researched and presented. DD added some good context and back stories that made it very entertaining too. My only small nit is that you completely glossed over the 993 - the last naturally aspirated 911 and a beautiful design (surely based on the 959) that paved the way for great success in future years
Agree the 993 was one of more beautifully designed 911's, but it was the last air cooled 911 not the last naturally aspirated. That distinction goes to the 991.1.
@@Beith1 yes correction noted and by air-cooled you really mean oil cooled 😁
It's actually both, but now we're appropriately geeking out on a brand we clearly both love. Cheers. @@markkreloff1256
I watched the whole episode in two sessions and was glued with all the history. Let me add a little information. Dr. Ferdinand Porsche, loved to build cars and that was his main goal in his life. Having an auto manufacture company in Germany during WWII, Porsche was enlisted by Hitler along with many manufactures to be involved in the effort for German supremacy. Dr. Porsche had no choice or risk losing his entire company and branded a traitor. Dr. Porsche was a member of the Nazi Party and SS only because of he his statue in design of war weapons that he was commission/forced to produce. Most manufacturing companies, including Mercedes and Bayerische Motoren Werke AG, were enlisted by Hitler and used prisoners of war to work in manufacturing to further the progress expected by Hitler. Dr. Porsche complained to Hitler to provide better treatment for these workers. Dr. Porsche was not a Himmler or a Mengele, he was a man who loved building cars. He was placed on house arrest when he moved to Austria, and was imprison in France when he was lured to come out of Austria and consider building a car for Peugeot. Another point that was misleading is the fact that James Dean did not kill himself in his Porsche Speedster. He was hit by a big and heavy 1950 Ford Custom Coupe at the junction of State Route 46 and SR 41. The other driver, who only suffered minor injuries, had turned his vehicle right on James Dean when he stuck him and killed him. Just wanted to add some info that seemed to have been glossed over.
The actual pronunciation of Porsche, is just say it without enunciating the "r".
I love for you guys to do a show on Constellation Brands.
The brotha with the short black hair looks viscerally shaken with the Hitler & Nazi references. Epigenetics.
I recently saw a 914 and I was struck by how spartan the car is. Truly very bare bones.
Seeing doug shot with such a high quality camera is werid 😂
Concept cars like the Mission R or Mission X by Porsche have certainly displayed what's coming over the next years. Porsche recently aquired the Cellforce Group, their battery JV with Customcells in Germany, and news is that Porsche might build out production capacity for up to 20GWh/a over the coming years. Tesla has the Plaid and Lucid the Air, which both are quick cars in a straight line, but Porsche might take the crown of performance EVs with a strong focus on sports cars and not sedans.
No mention of the Mission X at the end?
The British post-war cheap car was probably the Austin 7 type. The Mini didn't come out until 1959.
I am the one viewer who watches both Acquired and WhistlinDiesel
I read in several sources the name 901 came because they integrated into the VW numbering system, and they had not used anything starting with 9 - hence so many '9xx' projects since.
I'm mostly a BMW guy but I have to say the cayenne for me was love at first sight. Now that they've depreciated they're actually a better choice as an offroad or overlanding rig than a wrangler because they can be had for half the money and be built just as capably.
this channels awesome!
Thanks Doug
I own a Porsche and it’s by far the most beautiful, fun car I’ve ever hated owning :)
I loved my brand new purchased 1988 Cab 5 speed - the dash board was just so perfect - then I traded that on a brand new 993 which was also a great car
So from 1988 to 2005 I drove Porsche
I was then into a VW beetle cab 2.0 manual which I loved too and I did not really miss the Porsche’s !
I have had 3 Tesla cars and now could not stand to put petrol in a tank
Love the peak torque from zero revs
No servicing - and great software - great audio etc etc etc
I drove a 356 cab B in the early 80’s but the brakes were to dangerous for me !!
Went to bed watching moist critical, woke up 3 hrs and 15 minutes into a podcast with Doug demuro
If you take the first Porsche the 356, and multiply that by 69. Then divide that by my age, which is 26. You get 944. So looks like I need to go find one and buy it.
"In the near future all cars will be electric"? I think in the next 5 years people will seriously be rethinking that statement.
Another car that's in this same situation as a rare old luxury Japanese car is the Mazda 929 of the 80s. I had 2 of the HB coupe models as my first and second cars, one was a rare factory turbo with central point injection. Facebook groups have become a good for these sort of rare cars as they bring lots of long lost knowledge together and are quite international now with translation in the app.
Alfa Romeos were smaller sports cars in the early fifties and even late 40s. I saw a display of an older almost tiny Ferrari at a Las Vegas casino shopping mall. But also love Porsches.
A: This was a GREAT discussion cant believe I watched all 3+ hours!
2: Doug #DougDeMuro, Thank You & F^%k You for turning me on to #WhistlinDiesel!!! that is both the STUPEDEST AND MOST ADDICITVE RUclips channel I've ever watched. ;)