The first photo has somehow always been present in the brand history of Porsche, in the lives of the two men who created it, and in the memories of the countless people who have seen it over the decades. Taken in 1960 at the Flexen Pass near the Austrian village of Zürs, it spread around the world: a skier jumping over a Porsche 356 parked between two walls of snow as high as buildings. A daredevil act that seems almost casual in its elegance and ease, it captured the spirit of the time when courage, adventure—and above all joie de vivre—were returning in the wake of some excruciating decades. But it also distilled the essence of the Porsche brand and its attributes. Right from the start.

 

Porsche has restaged the iconic photo of the Porsche 356 B from 1960. The Porsche Jump shows two-time Olympic ski champion Aksel Lund Svindal jumping over a Porsche Taycan parked between walls of snow as high as buildings.

 

The new version symbolises the mindset of the Stuttgart-based sports car manufacturer and indicates how Porsche interprets future viability – daring to try new things and boldly forging ahead, always trusting in itself to go that little bit further than others in order to discover the best solution.

See the video of making of this new iconic photo: