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The combined Annual & Sustainability Report 2016 reflects Porsche’s Strategy 2025: “The future of the sports car” with regards to the aspects of digitalization, electrification and connectivity. This has primarily been executed in two ways: augmented reality adds a virtual, dynamic layer to the static print format; and substantial contributions from renowned authors and artists reflect Strategy 2025 thematically and aesthetically. The contributions give an insight into the questions posed by a company balancing tradition and future in a time of great change.