Every time a new Porsche 911 is released it looks...the same as the older one. This isn't laziness on Porsche's part; it's deliberate and smart. Here's why:

• It's a design unto itself: With its tear drop shaped body, round headlights and wide rear fenders, every 911 cuts a distinctive, instantly recognisable silhouette that shuns design trends and attention-seeking.

Most other sports cars morph and change beyond recognition over time, but every 911 made is recognised as a 911 no matter what era it's from. If the shape kept changing drastically with each new model, that recognition would be lost.

• Visual continuity: Now, because the 911 has built a unique visual signature, every model that's launched needs to maintain that. Visual continuity preserves the 911's status as an iconic sports car.

• Satisfying Loyal Customers: Porsche's loyal customer base also expects a certain level of familiarity with each new 911 model. Dramatic changes could alienate these enthusiasts who value the 911's heritage and tradition.

• Resale value: Gentle changes with each new iteration ensure that older models do not suddenly look out of date. This plays a role in preserving resale values of older models - something Porsche owners deem important.

Porsche then has deliberately chosen to evolve the 911's design over time rather than reinvent it. This preserves the model's status and appeal to current and aspirational owners alike.

The 911 doesn't seek to wow onlookers or stand out, because it doesn't need to. It has something more valuable than the 'wow' factor; it has instant recognition.