Porsche is a true icon in sports car design and engineering. It also has one of the best innovation processes in the world. Although smaller than some of its competitors, the company gets 400 patents each year, but even more important, innovation in Porsche, as in many other companies, begins with ideas provided by company employees. “Once a year there is an official call for ideas,” explains the CEO for Porsche Latin America, Matthias Brück. He does not disclose the figures, but he says that the company receives “a lot,” of ideas every year.