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I'm not sure when the "Porsche ... there is no substitute" slogan first appeared, but it goes back at least to the '80s.
If anybody out there knows, please post, because I for one would like to know when it originated.
I have always felt that the meaning of the slogan referred more to the uniqueness of the design and engineering of the car than it did to an emotional appeal. Rear engine, air cooling, three times as many engine components as any other car, torsion bar suspension, very high build quality, and a silhoutte (911) that is probably recognizable to more people than any other car, except maybe for the VW beetle.
Some of those unique qualities have either been lost, diluted, or superseded by newer designs, but a surprising number of them are as true today as they were 25 or 30 years ago.
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