While browsing early reviews of the new Porsche Macan, which is expected to be delivered to its first customers around April 2014, I came across the official unveiling of the car by Porsche on YouTube. The event took place at the LA Auto Show earlier this year. And it had me hooked for a full twenty-seven minutes. Not particularly due to my interest in the first launch of an ‘entirely-new’ car in the Porsche family but more because the presentation was, among others, an exercise in brand promotion as opposed to a product launch, a camouflaged apology for not producing a sports car, and a presentation that evoked memories of presentations of suits, handbags and expensive watches more than it did of cars. Porsche has come a long way.