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The road to the Targa was anything but easy. Developing this open interpretation of the 911 took courage and a willingness to make some highly unconventional decisions – the result was complex, yet as unique as it was ingenious.

Originally, the Porsche 911 Targa was a creative technical response to stricter safety regulations in the crucial US market regarding open-top motoring. Today, the Targa in particular is a statement and visible proof of why design makes all the difference, and has thus become the number one reason for buying the car.

At night in the city, one question arises: Form. What is that? The 911 Targa provides the answer. Which leads us to the conclusion that even Plato would have chosen a Targa.

When wealthy Sicilian landowner Count Vincenzo Florio launched the endurance race that bears his name in 1906, the automobile was barely twenty years old. It was the pioneering age of motorsport, and the race for the Targa Florio winner’s plaque would go on to become one of the world’s most important competitions – for seven whole decades.

Make no mistake: first and foremost, the product has to captivate. Otherwise, even the most fantastic ad cannot succeed. Seen this way, Porsche ads serve as compelling evidence of sports car engineering “Made in Zuffenhausen”. Even when the subject might seem, at first glance, a bit unwieldy – like the “safety cabriolet”. Or perhaps especially then.

An idea with three variations across eight generations: even a safety feature like a roll bar can be interpreted in different ways. In the Targa, this bar has openness built right into its DNA – along with the assurance of safety.

Originally, the Porsche 911 Targa was a creative technical response to safety regulations in the very important US market for open-top cars. Today, the Targa is a statement and visible proof of why design makes all the difference, becoming the number one selling point.