A project that once said it would be “long-term”—yet it wrapped up in less than four years. What’s worth talking about isn’t its ending..
📢 盘面异动群里说
Porsche announced the end of its Web3 project and the Pioneers Circle community.. In an official statement on X, it said the 911 NFTs from that batch will remain with their holders and continue to exist on-chain, but the community Discord will become a read-only archive, and the project account will no longer be updated..
Let’s roll the clock back to 2022, when it made a big entrance.. Back then, executives said it was “a long-term investment,” and they also mentioned concepts like the metaverse, the car-buying experience, and supply chains.. In January 2023, the 911 NFTs were officially released with a plan for 7,500 units. But they were questioned for pricing and practicality, and minting was halted mid-way; in the end, only 2,363 remained..
So this was never a story of “the market got worse and it couldn’t hold on.”.. A set of numbers says more: the series generated total trading volume of about $20 million, but in the past year it was only around $38,000, and in the past month just about $2,900.. Demand never really grew from the beginning—over the next four years, they simply let the initial excitement dry out gradually..
Building on-chain projects for brands follows the same playbook: the budget goes to the marketing department, and the goal is exposure, not revenue.. The money has a defining trait—it has no retention motive. Once the marketing cycle ends, the project stops, regardless of whether the on-chain assets themselves are still there..
What’s really worth watching is where the money goes.. The last time it pulled a brand into Web3 was through marketing budgets and attention. But with the same budgets and attention now, the direction is shifting toward areas that can better “account for” themselves—like AI, computing power, and data centers, where spending can be mapped to real costs.. Same storytelling, but one aligns with cash flow and the other doesn’t—so the patience for funding is different..
One twist: Porsche kept the NFTs on-chain and turned the community into an archive—this approach itself may well be copied by later players.. What’s next to watch isn’t which traditional brand will exit, but what kinds of scenarios can organically generate demand—ticketing, membership benefits, identity, and so on—rather than relying on a profile picture propped up by hype.. If something can still live after the marketing tide recedes, it shows it never truly depended on marketing in the first place..
📢 盘面异动群里说
Porsche announced the end of its Web3 project and the Pioneers Circle community.. In an official statement on X, it said the 911 NFTs from that batch will remain with their holders and continue to exist on-chain, but the community Discord will become a read-only archive, and the project account will no longer be updated..
Let’s roll the clock back to 2022, when it made a big entrance.. Back then, executives said it was “a long-term investment,” and they also mentioned concepts like the metaverse, the car-buying experience, and supply chains.. In January 2023, the 911 NFTs were officially released with a plan for 7,500 units. But they were questioned for pricing and practicality, and minting was halted mid-way; in the end, only 2,363 remained..
So this was never a story of “the market got worse and it couldn’t hold on.”.. A set of numbers says more: the series generated total trading volume of about $20 million, but in the past year it was only around $38,000, and in the past month just about $2,900.. Demand never really grew from the beginning—over the next four years, they simply let the initial excitement dry out gradually..
Building on-chain projects for brands follows the same playbook: the budget goes to the marketing department, and the goal is exposure, not revenue.. The money has a defining trait—it has no retention motive. Once the marketing cycle ends, the project stops, regardless of whether the on-chain assets themselves are still there..
What’s really worth watching is where the money goes.. The last time it pulled a brand into Web3 was through marketing budgets and attention. But with the same budgets and attention now, the direction is shifting toward areas that can better “account for” themselves—like AI, computing power, and data centers, where spending can be mapped to real costs.. Same storytelling, but one aligns with cash flow and the other doesn’t—so the patience for funding is different..
One twist: Porsche kept the NFTs on-chain and turned the community into an archive—this approach itself may well be copied by later players.. What’s next to watch isn’t which traditional brand will exit, but what kinds of scenarios can organically generate demand—ticketing, membership benefits, identity, and so on—rather than relying on a profile picture propped up by hype.. If something can still live after the marketing tide recedes, it shows it never truly depended on marketing in the first place..
