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Porsche picks Maria Sharapova as brand ambassador

Russian-born tennis superstar Maria Sharapova has just inked a three-year deal with Porsche to be its brand ambassador, a position that will put her on a global campaign for the German automaker. The 26-year-old athlete isn't new to the role - she previously signed a similar three-year deal with Land Rover in 2006.
"Maria Sharapova is an exceptional athlete. She combines top performance in her sports with elegance and power. These are precisely the qualities that are embroiled in our sports cars," explained Matthias Mueller, CEO of Porsche AG, during the announcement. "Her profile and charisma are an ideal fit for Porsche. She is also highly respected around the world and enjoys an outstanding reputation," he added.
Some consider Porsche's choice of a female tennis player as its ambassador interesting, if not surprising. The automaker has traditionally marketed its vehicles with a masculine edge - Sharapova and the sport of tennis position the brand in a different light - likely an intentional decision. Do you think Porsche's choice was a good one? If not, who would you choose as its global ambassador?

Porsche offers a closer look at the Mission E's design

As Porsche's first fully electric sports sedan to go on sale, the production version of the Mission E concept could revolutionize the company's products. It's vital to get the look just right because of so much riding on the upcoming EV, and a new video from the German sportscar maker offers a glimpse inside the Mission E's design process. When Porsche decided to create a four-seat sports car with an electric drivetrain, the designers started by creating a series of drawings that became clay scale models. While they don't look too different from the final shape, this video gives us a look at several different design sketches for the Mission E. The designers tacked up pictures of the brand's models and took some ideas from them. For example, the smooth nose has a resemblance to the front of the 718 RSK racecar from the late '50s and early '60s, and the Mission E also has cues from the current 919 Hybrid. The interior design process proceeded similarly. The stylists wanted to carry the look of the 911 into the future. For a cutting edge cabin, they also included elements like gesture recognition and holographic displays. In concept form, Porsche claims the Mission E all-wheel drive EV powertrain makes 590 horsepower, and Porsche promised a 311-mile range under the European testing method. Production should begin around 2020 at an updated factory in Stuttgart-Zuffenhausen, Germany. The company's workers at the plant even agreed to adjust their wages to make sure assembly happened there. Related Video:

Hyundai, Porsche top J.D. Power APEAL study

Just as they did in the Initial Quality Study, Porsche and Hyundai have taken the premium and non-premium crown, respectively, for the 2014 J.D. Power APEAL study. This is the tenth consecutive year for that Porsche has been rated the best premium make in the APEAL study, which attempts to figure out how pleased owners are with their purchases. For 2014, it asked 86,000 owners of MY2014 cars to rate their vehicles in 77 different categories 90 days after their initial purchase. The resulting figures were plugged in deliver the APEAL score, which is rated on a 1,000-point scale.
The industry average sits at 794 points for 2014, although that's a one-percent decline over last year's rating. In this year's study, premium brands averaged 840 out of 1,000, while non-premium makes average 785. For their part, Porsche netted an impressive 882 points, while Hyundai earned an 804. Interestingly, only four non-premium brands (Hyundai, Ram, Volkswagen and Mini) finished above the industry average for 2014.
It's also interesting to see the clear delineation between premium and non-premium brands, with an eight-point gap between the non-premium champ, Hyundai, and the lowest-rated premium brand, Volvo.