Porsche has released a new promotional video that delves into the German marque's sports car DNA to bring the new seventh generation 911 (991) into context.

Porsche has released a new promotional video that delves into the German marque's sports car DNA to bring the new seventh generation 911 (991) into context.

The Porsche 911 is famous for retaining the same overall body design silhouette over the decades and many have criticized the auto maker for their lack of imagination as a result.

Porsche has responded with this 3 minute and 18 second long video that uses emotional language to explain why they have taken such a slow evolutionary design path. And the answer is quite simple: Identity.

"Our identity is the 911. This is especially true, even in the 21st century. Instantly recognisable and originally engineered for the racetrack, it continues to stir the emotions today, just as it did in 1963," Porsche says in an accompanying statement for the video.

Here are some other key phrases Porsche uses to explain:

"to win"

"heart, passion, zest and soul"

"reinventing ourselves while still remaining true to ourselves"

"challenge the turn of every screw and bolt, but never our origins"

"tears of joy"

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Porsche explains the new 911's identity [video]