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Andrew Walmsley on Digital: A more refined site strategy.
Incremental changes to a site can have a much farther-reaching impact than a full-scale relaunch.
Since its launch on 11 September 1963, the Porsche 911 has changed a great deal, with features such as anti-lock brakes, water cooling, galvanising and multilink suspension (which helped to reduce the earlier car's disconcerting tendency to put 'City boys' in ditches if they bottled out in a corner) having marked its progress from hairy racer to that most unusual of creatures, the dependable sports car.
Italian or British competitors might be more attractive, but these looks often come with a compromise on reliability, the 911's reputation for rock-solid engineering making it the only car in its category that really can be used every day. …
