Abstract

Background: Since 1948, Porsche’s brand DNA featuring sporty styling, exquisite craftsmanship, innovative technology has been integrated into all of its models. In 2022, Porsche sold 272, 162 units globally, with Panamera contributing ~30% of those sales. Now, cars are valuable mobile assets, and the automotive industry is undergoing electrification, intelligence, and diversification. The Panamera must establish a balance between its interior design heritage with the need to adapt to current trends. Purpose: This study analyzes the inheritance and innovation mechanisms of Panamera interior designs from brand DNA perspective, explores its retention of brand uniqueness while adapting to market changes, and developing a design framework based on brand DNA. Methods: A mixed-method approach was adopted—combining literature review and case comparisons of classic models (911, 718) and the Panamera-to develop an analytical framework for brand DNA’s three core dimensions (sportiness, luxury, precision). Through focus groups, the semantic differential method, sales data and satisfaction surveys, the inheritance value and innovation potential of design elements were quantified. The gene translation path was broken down into material application, color matching and functional design to form multi-level evaluation indices. By integrating the theoretical analysis with empirical data, a brand DNA-oriented interior design inheritance and innovation evaluation system was established. Results: Porsche’s brand identity has three dimensions: sportiness, luxury, precision. The Panamera retains classic features, like five-circle instrument cluster and incorporate innovative elements such as touchscreens, sustainable materials. It maintains a balance between brand culture and consumer needs, achieving high satisfaction scores (9.2/10 in 2021, J.D. Power) and sales growth from 35,000 to 52,000 units between 2020-and 2023. Conclusion: The Panamera’s interior combines tradition and innovation, strengthening Porsche’s position as a leader in luxury. Future design will focus on intelligence, personalization, sustainability, providing a model for luxury automotive interiors.