Porsche (with Doug DeMuro)

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Published 2023-06-27
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 YouTube 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 YouTube channel (which we HIGHLY recommend)
   / @dougdemuro  

Cars & Bids
carsandbids.com/

Episode sources
docs.google.com/document/d/1wOduOXDCcBi-o6bx3JeJ4Y…

Carve Outs:

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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.

All Comments (21)
  • @csmarkham
    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.
  • @joshlutz3017
    Doug: "I swear I'm not a Porsche guy!" Also Doug:
  • @chartreux1532
    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
  • @KevinFlory993
    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.
  • @mariospeedwagon007
    First time viewer, lifelong Porsche fan. I'm on my 50 year buying cycle. I dig this format for looking at businesses.
  • @bto7779
    This has to be one of the best YouTube 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.
  • @troycovington
    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.
  • @RossCuth
    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
  • @cozza819
    I absolutely adore that this was 3 hours long. What a treat. Thank you gents.
  • @nanashiboyz
    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.
  • @dariusmehta4684
    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.
  • @jseichhorn
    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.
  • @samuelweiner5382
    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
  • @builtyankeegirl
    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.
  • @cezarb4047
    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
  • @wernerengel4919
    This is the best line history of Porsche I have ever heard. Congratulations to Doug and his friends. ❤
  • @iamfrankstallone
    Among the best audio production on YouTube. 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. 🤣
  • @jeffjones613
    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!
  • @vbwine2003
    I’m 2 hours in and finding this absolutely epic. Needs to be the basis for a top tier movie.
  • @slaynan421
    This was by far the longest YouTube video I’ve ever sat through. Very entertaining loved it guys