Porsche Exhibit, SWSW 2024 – Austin, Texas
2024 is the third year in a row that I’ve visited the SXSW Porsche exhibit. Compared to the last two years (2022 coverage, 2023 coverage) where they built a temporary structure on an empty parking lot, Porsche rented Brazos Hall, an exhibition space located at 4th and Brazos Street. They went all out this year, creating a more elaborate display.
It was more crowded this year, or perhaps I got there later than in past years, but it was harder to get a clean shot without people in the frame. Unlike the past two years, when I used my Fujifilm GFX 50S II, I used the smaller Sony 7C with the Tamron 17-28mm f2.8 lens. Despite the smaller sensor, I could create high-quality images in a dark setting.
While the previous years featured prototypes, this year had actual models on display except for this vehicle. While this looks like a classic old car, it’s a modern prototype emulating a classic.
The Electric Macan was already introduced in Europe, but SXSW is one of the first places in North America to have it on display.
The 911 is Porsche’s classic vehicle, gasoline-powered, of course — for now.
The Taycan is Porsche’s first electric vehicle, released in 2019. A new refreshed model was recently announced, but this one appears to be the first-generation vehicle.
In addition to the fancier displays, Porsche gave out snacks and soft drinks, so it had a more party-like atmosphere than the museum-gallery aesthetic of previous SXSW Porsche exhibits. It wasn’t nearly as festive, however, as the Dolby Event at the same location during last year’s SXSW. Of course, that Dolby Event had free alcohol, which always seems to supercharge these gatherings.
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