Porsche Literature 65-73 / Lit service from ESSES

[911T1971]

Porsche Literature 65-73 / Lit service
This thread will cover period early 911/912 literature.
It will cover most available Porsche literature issued by the factory or US/RoW dealers between mid 1963 and up to mid1973.
These articles have been first published in past ESSES member magazines and will successively be listed on this board.
New items and updated infos on issue codes not previously published in ESSES will be added periodicially.
Feel free to contribute.

Porsche Literature 1964-1973 - Intro:
Starting in the fifties and during the sixties, US importers printed and designed their own Porsche literature items while other RoW dealers did it too, but to a lesser extent. As the 1973 model year came to an end so ended a system of promotional literature co-designed by the Porsche factory in Germany as well as Porsche importers all over the world.
Even as the US - the most important Porsche market at that time - continued to print their own Porsche literature (which in turn influenced RoW literature which soon adapted to the more modern "US 70’ies life-style" publicity strategy), when Porsche was marketing its new 928 in the late 70'ies, publicity materiel was streamlined. Starting into the early eighties Porsche literature was praticially similiar looking all over the world, except in languages. Trademarks and corporate ID played their new important role when a future product would be marketed and its still the case today.

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Porsche Literature 65-73 / Lit service – PART ONE : Color charts
Year : 1965/1967 US/RoW
Type : color chart 911/912, color/ Issue code: W 25.8.66
Throughout 1965 and 1966/67, this color chart was the standard color chart issued by the factory for client use.
It does not cover special colors which was printed in a special dealer-only folder .
The cover pictures a very early 911.
During the early introduction of the 901/911 some RoW /US dealers printed their own colorchart & accessories list but those items showed no color chips and used descriptions with color codes only.





Year : 1968 US
Type : color chart 911/912, color/ Issue code: W 25.67
For 1968, this color chart was the standard color chart issued by the factory for client use.
It does not cover special colors which in 1968 again was printed in a special dealer-only folder .
The cover now uses a graphic design most likely created by Erich Strenger.
The US version does not list the 911S, while the RoW folder does, its cover therefore slightly differs.





Year : 1969 US/RoW
Type : color chart 911/912, color/ Issue code: W 25. 8.68
For 1969, this colorchart was the standard color chart issued by the factory for client use.
The cover now uses a «kinetic» graphic design featuring prominently the fuchs wheels while retaining the color scheme of 1968. Its most likely again created by Erich Strenger. It now does feature all available models: the 912, 911T, 911 E and 911 S.

[911T1971]

Year : 1970 RoW
Type : color chart 911, color /Issue code: W 2-100-08/69
For 1970, all was new. While the US color charts got designed directly by the US-importer, the RoW items now looked similar to other graphic publications from the newly built joint VW-Porsche AG. This RoW publication received a very minimal/modernist typographic graphic design, similar as other german print products from the late sixties.
The folder not only features standard colors but also prints reproductions of trim, inlays, fabric and carpets.





Year : 1970 US
Type : color chart 911/914, color/ Issue code: 81-10-2001
In 1970 the new US Porsche-Audi importer issued an unique US-only version for customers including the 914 and the 911. Similar to the 1970 Dealer Color&Upholstery sampler version, this color chart not only listed standard and some optional colors but featured real color samples painted on thin aluminum foils glued to the paper. There was a silkpaper embedded in the folder to prevent any damages to its ultra-thin paint chips.





Year : 1970 US/RoW
Type: color chart Sonderfarben/Special Colors
This folder combined the US/RoW market and listed in four languages all special colors.
Its graphic design was similar to the RoW Standard Color folder issued the same year. (Better scan of this item soon).

[911T1971]

Year : 1971 RoW
Type : color chart 911, color / Issue code: W28- 080-0870-0104
In 1971, the RoW item was again similar to other publications from the VW-Porsche AG.
The folder again not only featured standard color but also printed reproductions of trim, inlays, fabrics and carpets.
Beside printed 1971 on its cover and a different code on its rear, content was identical to 1970.





Year : 1971 US
Type : colorchart 911/912, color/ Issue code: 81-10-2001
In 1971, the US Porsche-Audi importer again issued a US-only version for customers including the 914 and the 911.
Similar to the 1970/1971 Dealer Color&Upholstery sampler version, this color chart not only printed standard and some optional colors but featured real color samples painted on thin aluminum foils glued into the folder. The cover design is slightly revamped and the colors available for 1971 updated. It again came with an embedded silkpaper to prevent damages to its samples.

[911T1971]

Year : 1972 RoW
Type : color chart 911 /Issue code : W42-100-0771-0104
For 1972, the RoW folder used the now familar VW-Porsche graphic design langauge.
Again the folder not only featured standard color but also printed reproductions of trim, inlays, fabrics and carpets.
A separate Sonderfarben/special color item was issued as well and created within the same graphic concept.
The same RoW folder design was reused in 1973 but received an updated date and new codes on the rear.





Year : 1972 US
Type : colorchart 911/914/ Issue code : 36-70-22021
For 1972, the US importer printed a chart similar to its 1970/71 design which combined 911 and 914 colors.
This color chart not only printed standard and some optional colors but featured real color samples printed on paper.
Its printing process however was slightly less complex than its 70/71 predecessors. The cover was now white with black script - almost similar to RoW design.





Year : 1973 US
Type : colorchart 911/914/ Issue code : 36-70-32011
For 1973, the US importer printed a color chart similar to its 1972 design which combined updated 911 and 914 colors.
Cover, color codes and printing codes changed for a final time before 1974 again made everything new.

[911T1971]

Porsche Literature 65-73 / Lit service – PART TWO : Postcards

Most postcards listed below have been giving-aways by dealers or the factory to existing or prospective clients.
Also, on car shows (Frankfurt, Geneva, Paris, Milan, London, Chicago) one could ask at the counter for a postcard and/or a catalogue and received one.
In the pre-age of internet and less television (at least in Europe few had TV's until the late 60ies and it was usually b/w only) a postcard was an effective way for publicity as everything was done by written mail.

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Year : 1966 US
Issue code: n.a.
Size : 5 x 7 inch / 13 x 18 cm
This unique postcard shows one of the first 911. Its graphic design was used also on a poster and a catalogue of the same model year. While its cover advertises the new 911 model, this item was most likely also sent to 356 Porsche owners since its rear side reads « Why the reminder ? Its time for another inspection service and lubrication. Its less costly to maintain your Porsche than to repair it. "




Year : 1966 US
Issue code: SC 9995
Size : 3 ½ x 5 ½ inch / 9 x 14 cm
Small in its size but - in the eyes of the author - one of the sweetest and also most effective Porsche promotional item ever produced. The design was also used for a fold-out folder but this postcard is less often found. Note the photo actually shows a very early 911 model with no 911 script on engine lid.

[911T1971]

Year : 1967 US/RoW
Issue code: W 261
Size : 4 x 6 inch / 10.5 x 15cm
This promotional item is part one of 4 postcards showing the 1966/67 lineup: 911 normal/912, 911Targa, 911S and Carrera 6 prototpye. A white 911 shot in front of a rock formation serves for this postcard of 911 and 912 models, the photo can be found also in period catalogues. Unless part two - four of this serie which never got re-used elsewhere.




Year : 1967 US/RoW
Issue code: W 261/1
Size : 4 x 6 inch / 10.5 x 15cm
Part two of 4 postcards showing the 1966/67 lineup: 911 normal/912, 911Targa, 911S and Carrera 6 prototpye. This photo of a 1967S is most likely shot in front of Stuttgart’s Solitude castle. Although the car does feature Fuchs wheels, it does not wear center hubcaps.




Year : 1967 US/RoW
Issue code: W 261 /3
Size : 4 x 6 inch / 10.5 x 15cm
Part three of 4 postcards showing the 1966/67 lineup : 911 normal/912, 911Targa, 911S and Carrera 6 prototpye. A bahama yellow soft-window 911S serves as a Targa model reference, indicating an 911S Targa was actually the most expensive 911 model one was able to order. Compared to above 911S ( i.e 911Super") this 911S Targa wears hubcaps.




Year : 1967 RoW/Belgium
Issue code: n.a.
Size : 3 ½ x 5 ½ inch / 9 x 14 cm
This promotional item was most likley issued by a belgium Porsche importer D ‘Leteren. It features a 1967 911S with belgium plates, some unusual (and optional) grill-lights as well as some cool looking ‘Alain Delon’ type ready to drive the car.
This postcard was attached to the typewritten pricelist of above importer.

[911T1971]

Year : 1968 US/RoW & 1970RoW
Issue code: W 261 6.67 & W 275 6.69
Size : 4 x 6 inch / 10.5 x 15cm
This promotional item was included in Christophorus magazines and other literature like german magazine STERN.
One could order the forthcoming Porsche calendar.





Year : 1971 US/RoW
Issue code: W 275 04-70
Size : 11 x 16 inch / 18 x 15cm
A slight variation on above items, this promotional item was too included in Christophorus magazines and other literature like german magazine STERN. For 1971, a color pic of Jo Siffert 908 « Flunder » got included.

[911T1971]

Year : 1970 US
Issue code: 83-11-02191
Size : 4 1/2 x 6 inch / 10.5 x 15cm
At that time period american marketing was one step ahead and played with some slogans RoW market would not (yet) understand or use. The rear side reads "The almost perfect car. According to Dr.Ferry Porsche’s theory, there is no such thing as a perfect car. Only an ideal car. And its this class that we place the Porsche 911...And although the Porsche 911 may not be perfect, it gets a little closer every year".




Year : 1971 US
Issue code: n.a
Size : 3 1/2 x 5 1/2 inch / 9 x 14cm
This promotional item was most likely a playcard. It does list the newly built Porsche & Audi Corp.
Shown is a 911 Targa and some pretty girl with the latest fashion and hair style.




Year : 1971 RoW
Issue Code: W 21-025-0370-0404
Size 9 x14 cm
As it was the case with other literature, by 1970 most RoW market literature was designed by the factory (VW-Porsche Vetriebsgesellschaft) while US importers produced their own promotional literature. This 1971 postcard featured a 2.2E and its text was written in german only. It was part of a 6 serie postcard published in 1970 and extended into 1971 and 1972.




Year : 1971 US
Issue code: 36-67-22011
Size : 4 1/2 x 6 inch / 10.5 x 15cm
Certified used cars by flagship dealers is nothing new. This promotional item was a joint effort by Volkswagen of America and Porsche&Audi Corporation. It features a 1969 911T as well as an 1970 Audi 100lS and – interesting – also an 1965 Porsche 356C, proof that the very last Porsche 356‘s got build while the 911 was already on market. All got called vintage although it was printed in 1971...

[911T1971]

Year : 1971 US/RoW
Issue code: 83-12-12011
Size : 4 1/2 x 6 inch / 10.5 x 15cm
Beautiful "old world" scenery, issued by the german VW Porsche Corporation but printed in a english version too.
Even the card is issued for 1971, the pictured 911T is actually a 1968 SWB model. Shot most likely behind the Solitude castle near Stuttgart. This is part two of a 6 series postcard serie issued in 1971 and again in 1972.




Year : 1972
Issue Code: W 21-025-0370-0501
Size: 10.5 x 15 cm
As it was the case in earlier years, Porsche used pictures published in their calendar also for other publicity materiels, like Postcards. Flower power was in full blossom, as evident on this picture. (Better scan soon)




Year : 1973 US
Issue code: 36-71-32011
Size : 4 1/2 x 6 inch / 10.5 x 15cm
This beautiful photo of a 1972 vipergreen 911 was first published for the 1972 2.4 catalogue.
It was re-used not only in the 1973 catalogue but also for other promotional literature like this 1973 postcard, issued by Porsche+Audi Corporation.
1973 specifications meant to eliminate 72’oil door, adding black turnlights as well as adding black US DoT. reg. bumpers on the original photo. The small size of this postcard makes these printing changes almost invisible unless one checks the 1973 catalogue and compares to the 72 edition. (Which probably nobody did in 1973).
This serie of two 1973 postcards includes also a brown 1973 Targa model used in the content of the 1973 2.4l catalogue.

[super9064]

Great reference, thanks for posting