Current Press releases
Porsche China unveils its first NFT collection: “911 – Dreamers”
• The “911 – Dreamers” NFT collection is launched exclusively to Chinese consumers.
• A new milestone in the virtual world, Porsche China builds Web 3.0 community together with its users.
• Porsche extends its sustainability vision to the digital space to implement its net carbon neutrality goals.
Shanghai.On 13 January, Porsche announced its first non-fungible tokens (NFT) collection, “911 – Dreamers”, in Shanghai, marking the brand’s first NFT collection customised for the Chinese market. At the launch event, Porsche shared its journey of exploring the virtual world, dis-cussed art of virtual world with artists and Web 3.0 veterens, while announcing a major step forward for the brand into the Web 3.0 era. The "911 – Dreamers" collection will officially be released on 23 January as a limited edition featuring just 996 digital assets.
Adhering to the brand’s pioneering spirit, Porsche keeps a close eye on innovative industries and consumption trends, and is always striving to open up new development frontiers. With an increasingly younger trend among audiences, Porsche has embarked on an exploratory jour-ney into the virtual world, to further meet the digital needs and preferences of Generation Z and beyond. Back in August 2021, the brand ventured into the NFT market, offering exclusive design sketches for auction as NFT assets for the first time. In September of the same year, the first Porsche Art Salon creative event was successfully held in Chengdu, providing an in-depth conversation about the influence and value of NFT at the corporate level and in the art industry, whilst a further investment was made in iMaker, an integrated service provider of virtual humans and digital assets. At the end of 2022, Porsche launched its first cloud-based virtual amusement park, "Porsche Dreamverse", aiming to create a web-based interactive space in the digital age. Now, the brand’s journey into the virtual realm has opened up a brand new chapter, and with the release of its first NFT collection, it has officially entered Web 3.0.
“Porsche China has been aiming to become an innovation powerhouse for the Porsche brand among the global markets when it comes to virtual world exploration,” said Michael Kirsch, President and CEO of Porsche China.” Since investing in iMaker in 2021, we continued to devote our talents and efforts into the sector. Now with the launch of Porsche China’s first NFT project, our Web 3.0 journey has kicked off in earnest. We look forward to bringing more excit-ing virtual-real-combined activities to our Web 3.0 community, while taking our understanding of modern luxury and the unique brand positioning of Porsche into the digital world.”
A dream car racing into the virtual world
The "911 – Dreamers" NFT collection, exclusively customised for Chinese consumers, is de-veloped around the iconic Porsche 911. It aims to create dream cars together with brand en-thusiasts in the virtual world and inspire a unique brand experience. The NFT collection is lim-ited to 996 assets to commemorate the first imported 911 model in China – the fifth-generation 911, Type 996.
The journey begins with a NFT of a white Porsche 911. When a collector owns a white Por-sche 911 NFT from the “911 – Dreamers” collection, he or she can use it as a dream canvas, choose their favourite of six different themes, and finally obtain an exclusive Porsche 911 NFT. The six themes are: dream, timeless, exclusive, advanced, adventure and technology. They not only tell the story of Porsche’s consistent product value, but also interpret the iconic and distinctive personality of Porsche owners and enthusiasts. Among them, the theme of "dream", which echoes the idea of “911 – Dreamers”, will be limited to 96 assets as a rare skin. The remaining five themed skins will be released in 180 piece bundles, bringing the total number to 996. When the collector chooses a favorite skin, the original white 911 NFT will be destroyed on the blockchain, and its address on the chain will be replaced with a coloured 911. Porsche hopes to convey to users through this NFT generating mode that the journey of pursuing dreams is never the same, and each different choice represents a different experience. Every dream is worthy of respect; every dream is an expression of individuality.
Establishing Porsche China's Web 3.0 community
In addition to its value as a collectable, the NFT collection carries a deeper meaning: to link the brand, owners and enthusiasts in a virtual world through the medium of the NFT, and cre-ate a Web 3.0 community that is built with users and continuously operated by the brand to expand the user experience beyond the limitations of the physical world.
Behind each “911 – Dreamers” blockchain ID is a Porsche China Web 3.0 Community "resi-dent". Each resident will be invited to build a dream space together with Porsche China that connects the virtual and real worlds, participate in a wide range of community activities, enjoy escalating community benefits and even engage in the development of new products and ser-vices with the Porsche China Innovation Office.
To this end, Porsche China set up a separate Web 3.0 and NFT Project Team in early 2022, led by the Corporate Strategy and Development Department's Innovation Office and linking various business units to explore cutting-edge trends in digital-related areas from the brand's perspective and more user-friendly innovative applications.
Extend the concept of sustainability to the digital world
Although digital collections based on blockchain smart contracts play an important role in con-necting real and virtual worlds, the power consumption of blockchain technology has always represented an environmental challenge that requires serious consideration. Porsche is there-fore extending its commitment to sustainability to the virtual world. The “911 – Dreamers” pro-ject also sees achieving net carbon neutrality as one of its key goals.
Porsche China will offset the carbon emissions generated during the creation process for the NFT assets by funding environmental protection projects. In addition, the brand plans to build a “Dream Forest” in Minqin County, Gansu Province in the spring of 2023, to be jointly owned by all residents in the Porsche China Web 3.0 community. Every “911 – Dreamers” collector will have a sapling in this “Dream Forest” and be awarded a certificate. These certificates will be transformed into NFT and sent to each collector's account.
1/13/2023
Further information and pictures for journalists and media representatives can be found on the Porsche press database at http://presse.porsche.de/.
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