1970 White P R O J E C T! on 2040-cars

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Porsche's high-tech 'mirror' turns every car into a Macan

Porsche calls it the "Magic Mirror," but it's less a reflective device and more 12 high-def screens that track drivers pulling into the valet area at a mall in Los Angeles. As they pass the screens in their cars, they get to see what they'd look like pulling up in a Macan, Porsche's newest and smallest crossover. It could be considered the experiential evolution of a prior campaign that let people imagine how a Porsche would look in their driveways, an idea that was taken even further by a dealer in Toronto a few years later. Check out the video to see how it was done and how it was received.

The mid-engine Porsche backstory

As an automaker's identity evolves over years, its signature becomes defined by any number of factors - heritage (Mercedes-Benz), image (Lamborghini), or market share (Toyota). In the case of Porsche, it was an engineering quirk that forged the German company's most enduring character trait.
Porsche would not have survived - let alone, thrived - in today's saturated landscape had it not been for the 911, and that slope-tailed sports car wouldn't have sprung to life without its predecessor, the 356. While phenomenal success of those rear-engine icons built the company, forays into the mid-engine configuration have played a significant part in establishing the brand's identity.
The Mid-Engine Prototype Of Ferry Porsche's Dreams

Recharge Wrap-up: Porsche buys stake in carbon fiber partsmaker, Formula E runs on solar

The US Department of Energy is providing $35 million in new funding for fuel cell and hydrogen technologies. The money will fund projects to advance technology and speed up adoption of fuel cell applications like light-duty vehicles. Categories for possible projects include deployment of fuel-cell electric hybrid vehicles, mobile refueling and one called "Crosscutting: America's Climate Communities of Excellence." Other possible projects include research and development for hydrogen production, delivery and fuel cell manufacturing. Read more from the DOE. Porsche will buy a 25.1-percent stake in carbon fiber parts manufacturer Capricorn Composite GmbH. Capricorn has provided parts for Porsche's LMP1 racecar and 918 Spyder. The deal will give the automaker better access to the lightweight material going forward, and will "build on joint work over many years in the motor-sports industry and secure the future," according to Porsche. Porsche's parent company Volkswagen owns almost 10 percent of Capricorn's competitor SGL Carbon SE, but an expansion of that ownership could be thwarted by BMW, which controls more of SGL's stock. Read more at Bloomberg. The electric racecars running in the Formula E Miami ePrix will use solar energy. Florida Power & Light (FPL) will provide the electricity the cars will be using for the race on March 14, and its Martin Next Generation Solar Energy Center provided the electricity the cars used during the announcement event. "Our partnership with Formula E and the Miami ePrix is another example of our commitment to advancing zero-emissions solar energy and the use of electric vehicles in Florida," says FPL President and CEO Eric Silagy. FPL currently operates two other solar plants, with plans to install 1 million solar panels at three more power plants by the end of next year. Read more at Domestic Fuel. Featured Gallery 2015 Porsche 918 Spyder: First Drive View 51 Photos Related Gallery 2015 Formula E Buenos Aires ePrix View 28 Photos News Source: DOE, Bloomberg, Domestic FuelImage Credit: Porsche Government/Legal Green Motorsports Porsche Alternative Fuels Electric Hydrogen Cars recharge wrapup