Celebrating 15 Years of Porsche Legacy: Facts, Figures, and Exciting Plans Ahead | Porsche Museum


With nearly six million visitors since its opening, advance activities in 2024, and facts and figures spanning 15 years, the Museum Porsche has become a focal point of the brand: since its inauguration on January 31, 2009. The museum has welcomed nearly six million visitors from around the world. It sustains Porsche’s history not only with an impressive collection and extensive knowledge of the company’s archive but also as an integral part of Porsche’s ongoing narrative.

Fifteen years ago, the Museum Porsche opened its doors to visitors worldwide for the first time. Since January 31, 2009, 5,824,325 individuals have embarked on a fascinating journey through the history and evolution of the Porsche brand. This figure includes notable visitors such as Paris Hilton, the Backstreet Boys, Vladimir Klitschko, Arnold Schwarzenegger, Mario Barth, Patrick Dempsey, AC/DC, Peter Maffay, Udo Lindenberg, and Georg Hackl. In 2023, the Museum Porsche set a new visitor record surpassing that of 2009. During its opening year, the museum welcomed 511,513 visitors, while in 2023, it received 535,613 visitors. “We would like to thank all the enthusiasts who made last year so special for us,” says Achim Stejskal, Director of the Museum and Porsche Heritage. “In celebration of the brand’s anniversary ’75 Years of Porsche Sports Cars,’ the number of visitors to Zuffenhausen was 54 percent higher than the previous year. The numerous interactive elements of the exhibition and the most modern presentation techniques make visiting the museum an exciting experience for visitors of all ages,” adds Stejskal.

Together with its team, the Museum Porsche conveys the brand’s passion for performance and design, looking back and looking forward. The Museum Porsche is not only a place where historic cars are displayed and their history documented but also a vibrant space that pays homage to the brand’s cultural significance and heritage through regularly changing exhibitions and special displays. “The 15th anniversary of our Museum Porsche also honors the history, innovation, and passion that have shaped the brand,” says Stejskal. Of course, the Porsche Heritage and Museum department participates in future-oriented projects within the company. “The Museum Porsche not only represents the past by preserving the values and spirit of the brand for future generations. It is already a key part of Porsche’s history that will continue to be written in the future,” concludes Stejskal.

In 2024, the 50th anniversary of the 911 Turbo will be celebrated. Half a century ago, the sports car manufacturer from Stuttgart introduced the first 911 Turbo with competition technology. This car heralded the era of high-performance sports cars. On July 30, the museum will inaugurate a special exhibition to commemorate the “50 Years of Turbo” and support other Turbo exhibitions in various museums worldwide. From April 25 to 28, 2024, the Porsche Heritage and Museum will present a special selection of Turbo exhibits at “Retro Classics.” This fair will bring together vintage car enthusiasts and sports car enthusiasts from around the world in Stuttgart. At “Solitude Revival,” on June 22 and 23, 2024, visitors will embark on a motorized journey through time with a selection of historical models from the company’s collection. Additionally, the Tradition team will send a selection of cars from the collection to events such as the Festival of Speed in Goodwood and the Monterey Car Week in California. This year, once again, a series of workshops and activities will be offered in Zuffenhausen for children and young people, including “Social Media Ready” or exciting new educational smartphone and tablet encounters where puzzles are solved throughout the Museum Porsche.

Congratulations from Marcus Breitschwerdt, Director of Mercedes-Benz Classic: “Warm greetings to Zuffenhausen. Mercedes-Benz congratulates the Museum Porsche on its 15 successful years. We are fortunate to have in Stuttgart two of the world’s most famous car museums. The Museum Porsche and the Mercedes-Benz Museum are flagship attractions with international appeal that attract visitors from all continents. The two brands have repeatedly shared common ground. From 1923 to 1928, Ferdinand Porsche was the technical director of the world-famous star brand. In 1948, Porsche began producing its own sports cars in Stuttgart, followed by cooperation between the two companies. For example, the legendary Mercedes-Benz 500 E was built in collaboration with Porsche.”

Congratulations from Bettina Haussmann, Director of the Mercedes-Benz Museum: “The Museum Porsche and the Mercedes-Benz Museum in the same city are an irresistible attraction for visitors. And the two institutions maintain a healthy and successful collaboration that includes sharing car exhibitions. Since 2016, we have had the combined ticket that offers the holder a reduced entry price to the other museum. In 2023, our interbrand meeting ‘Classics & Coffee’ for classic cars dedicated a day to ’75 Years of Porsche.’ And Tina Turbo and Tom Targa, the little mascots of the Museum Porsche, are always welcome when they visit us.”

Since its opening in 2009, the Museum Porsche usually organizes two special exhibitions each year to commemorate events and anniversaries related to cars and the company. “Depending on the theme, we focus on the past, present, and future, as well as fascinating individuals and innovative technologies,” says curator Iris Haker. “For last year’s 75th anniversary of Porsche sports cars, we restructured the entire exhibition and created a variety of thematic displays. Our concept is vivid, and we modify it flexibly for special exhibitions.” The Museum Porsche also collaborates with other museums worldwide, including the Petersen Automotive Museum in Los Angeles and the Grossglockner Hochalpenstrasse Museum, the highest-altitude car exhibition on one of the most beautiful panoramic roads in the world.

Congratulations from Timo Bernhard, Le Mans winner and Porsche brand ambassador: “For me, the Museum Porsche is a special place, almost sacred, where not only the tradition, passion, and spirit of Porsche are tangible but also the entrepreneurial spirit of the company. I was present at the opening and have since followed with great interest all the museum’s activities. I am delighted that, in my role as brand ambassador, I have been able to play an active role in spreading the heritage message worldwide for several years and participating in events. I also love visiting the museum because I can revisit many of the race cars from my career in the exhibition. Recently, my Team75 Bernhard and I had the honor of handing over the first DTM-winning car to the museum’s team. I wish the museum and its team all the best and many more wonderful years.”

“During the past 15 years, the Museum Porsche team has regularly launched new programs and developed existing ones,” explains Reimund Heinisch, Head of Visitor Services and Exhibitions. Adults, for example, can participate in photography workshops in the Porsche 4Experts area and experience what happens behind the scenes during guided tours. Porsche 4Kids and Porsche 4School offer a wide range of different activities for children and young people, including museum and factory tours for children, Discovery Stations in the permanent exhibition, Teamspirits outside the classroom, and holiday programs guaranteed to keep boredom at bay. “Social Media Ready” is a new addition to the program where young people and young adults aged 15 to 19 are invited to do something special from the photos and videos on their smartphones, turning them into professional showreels. “This year, we want to strengthen our collaboration with the Porsche training center,” announces Heinisch. The goal is also to inspire the next generation with the history of the sports car manufacturer.

The company archive: the backbone of Porsche

The Porsche archive is the company’s memory and, at the same time, a repository of any information that has an economic, technical, social, or cultural connection to Porsche. It is a resource for expanding knowledge about the brand for historical public relations purposes and for maintaining a dialogue with Porsche fans worldwide. Porsche Archive employees and Archive Director Frank Jung process an average of more than 6,000 inquiries per year. These inquiries come from internal departments, journalists, scientists, influencers, and authors of books on development, motorsport, and company history. Over the past 15 years, the team has received over 90,000 inquiries. “We consider ourselves only the guardians and administrators of valuable knowledge and innovations from the past. We also have an eye on the future because today’s innovation is tomorrow’s tradition,” emphasizes Jung. He and his team maintain a comprehensive record of the company’s history for future generations and support their colleagues in the museum with special exhibitions or the content of the permanent exhibition and those working with the car collection in external presentations. The legal department also helps verify historical facts based on archive knowledge and documents.

Congratulations from Hans-Joachim Stuck, former racing driver: “Congratulations, my dear Museum Porsche! Every visit not only brings back great memories for me but also gives me goosebumps every time I see visitors and fans getting acquainted with Porsche’s success story. I am delighted to be able to participate in many events such as the legendary Sound Night or sit behind the wheel when the team sends its classic cars to rallies and events around the world.”

For decades, the Museum Porsche has been expanding and expanding its car collection, spanning the history of all models from 1898 to the present day. In the past 15 years, some of the approximately 800 vehicles in the collection have traveled as brand ambassadors and exhibition pieces from Zuffenhausen to locations around the world. Porsche Heritage and Museum have supported over 3,300 events and trade shows with these exhibitions. The world has been their home, and historical public relations has been their mission. “The cars in our collection are contemporary witnesses who tell the company’s story. We consider them cultural assets that must be protected, and preservation is also a cultural asset,” says Alexander E. Klein, Director of Car Collection and Heritage Concepts. In addition to famous cars like the Porsche 911 (901 no. 57), which the team discovered on the TV show “Der Trödeltrupp” (“The Jumble Gang”), the collection also includes versions of current models that complete the picture of the future.

Most of the museum’s pieces serve the purpose for which they were originally built: driving. And they proactively bring historical work into the world. This is also the case with the new Heritage Experience event concept, which has already been implemented in China, Hawaii, and Germany. “We focus everything around people’s creativity. The focus is on communicating about heritage conservation, face-to-face. In this way, journalists can meet the people who have passed on their knowledge and the traditions they have learned and lived, from generation to generation.”

Congratulations from Angelique Kerber, Wimbledon winner and Porsche brand ambassador. “I associate the Museum Porsche with many emotional experiences. I will never forget my first press conference in Germany as Wimbledon winner, which took place at the museum. I also did several photo and film shoots with these unique classic cars and was able to experience up close the fascination of Porsche and its history: a truly electrifying feeling! I was fortunate not only to marvel at these classics from the museum’s car collection but also to have the privilege of driving some of them myself, as I did recently during the 2023 celebrations to commemorate 75 years of Porsche sports cars. For me, this was literally ‘Driven by Dreams.’ Happy 15th birthday, dear Museum Porsche! I’m looking forward to my next visit.”

For those who want to exclusively experience the sports car manufacturer’s history, the Museum Porsche can be reserved for events. “The museum is a very special event location, especially because of its impressive architecture. An event held in our halls offers guests the Porsche experience without filters, something they won’t forget in the short term,” says Philipp Schumm, Director of Communication and Events at the Museum Porsche. The team also organizes a series of its events, including the Porsche Sound Night, Porsche 4Kids film events with ‘Checker Tobi,’ or the live broadcast of the 24 Hours of Le Mans.

The Museum Porsche shop invites visitors to explore and discover. Whether you’re looking for a souvenir for a child or an adult, select clothing and items from the Porsche Lifestyle collections or special limited edition collector’s items, the museum shop offers customers and fans a wide range of products. You’ll also find numerous publications related to the brand’s history. Titles from the “Museum Porsche Edition” series are a central part of the literature in the museum shop, as the Porsche Museum’s own publishing house also celebrates its 15th anniversary this year. “In addition to the museum shop, we also take care of the factory shops in Zuffenhausen and Weissach, as well as our B2B customers,” adds Alexander Keck, Director of Resource Management and Shops.

The Museum Porsche in a few figures

  • 5,824,325 million visitors and 2,000 events since its opening in 2009.
  • The company archive consists of 25,000 small exhibitions, five million photographs, 1,700 hours of film material, and about three kilometers of documents.
  • The archive has received more than 90,000 inquiries in the last 15 years.
  • More than one million people follow the Museum Porsche on social media (Instagram/Facebook/Weibo).
  • 314,219 women, men, and children have visited the factory.
  • To date, 28,301 guided tours have been conducted at the museum.
  • The Porsche Heritage and Museum Team has supported more than 3,300 events worldwide with cars from the collection.
  • Over 3,000 vehicles have been technically maintained in the museum workshop and prepared for their missions to this day.

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