Porsche AG just reported nearly $1 billion in losses, driven by an EV pullback and global tariffs. The market reads it as bad luck; tariffs, demand slump, global EV fatigue. But the deeper signal is cultural: Porsche tried to race in the wrong lane. To the public, petrol Porsches are heritage objects. They are roaring pieces of art, forever linked to the romance of motion and the lineage of engineering mastery. To the company, however, the latest news shows a brand trying to reinvent itself as a tech player, shifting its soul toward battery packs and software dashboards. It is as if Rolex decided it must become the Apple Watch. In doing so, Porsche risks losing what made it an institution — a heritage brand. In 19 Consultin's Institutional Value Index framework, Porsche traditionally scores high on Legacy (9.3/10) and Cultural Depth (8.8/10), but only moderately on Adaptability (6.5/10) and Tech Integration (5.9/10). This means its market power is not derived from innovation speed....