Porsche has reigned as one of the world’s leading sports and luxury car companies for nearly 80 years. Central to the German automaker’s growth strategy is creating stellar customer experiences and great products, such as the legendary 911 Carrera sports car.

But the automotive industry is undergoing disruptive changes and bringing new competitive challenges from around the world. Company leadership is adapting Porsche’s product portfolio, recently adding the electric model Taycan. They’re also innovating new customer experiences like the “Track Your Dream” program.

In this episode, Harvard Business School Professor Stefan Thomke explores how the storied company will continue to change in a bid to stay relevant—yet also remain true to its legacy—in the case “Porsche.”