NFT: Porsche abandons its Web3 project around the 911

Porsche ends its adventure in NFTs. On October 1, the German manufacturer announced the closure of its Web3 project and its Pioneers Circle club, launched around the digital 911. The 2,363 tokens already issued will remain in the wallets of their holders, but the brand does not plan any new activities. On the secondary market, trading has slowed significantly, a sign of declining interest.

In brief

• Porsche announced the end of its Web3 project and the Pioneers Circle club; no buybacks, destruction, or migration is planned.
• The 2,363 PORSCHΞ 911 tokens remain on the blockchain; the Discord becomes a read-only archive and the official X account stops.
• Trading volume has fallen to about $2,900 over a month, down from nearly $20 million since 2023.

Porsche ends its NFT club

Porsche turns the page on NFTs in a challenging market context, where sales hit new lows at the end of 2025. The announcement, published on October 1 on the project's X account, is summed up in one sentence.

<< We announce today the conclusion of Porsche's Web3 project and PIONΞERS CIRCLE >>, writes the team, without specifying the reasons.

The 2,363 NFTs already sold will not disappear. Their holders will still be able to keep and trade them on the blockchain. However, Porsche is abandoning the activities that accompanied these tokens. The Pioneers Circle Discord becomes a read-only archive, while the @eth_porsche account, followed by nearly 40,000 people, will no longer publish updates.

A collection far from initial ambitions

Porsche unveiled its project in December 2022, during Art Basel Miami. In January 2023, the manufacturer launched the sale of 7,500 customizable NFTs at a price of 0.911 ETH, about $1,400 at the time.

However, the high price quickly cooled buyers. Faced with criticism and weak demand, Porsche ultimately shortened the sale after issuing only 2,363 tokens. Despite this difficult start, the floor price briefly reached 3.3 ETH.

To retain holders, the brand then developed several benefits. In 2023, more than 350 members notably participated in physical meetings. The project also brought together an active community on Discord, with over 90,000 messages exchanged, and invited artists to customize the digital models.

However, these initiatives were not enough to maintain collectors' interest. According to data from OpenSea, the collection generated nearly $20 million in transactions since its launch, but only $38,000 in the last twelve months and about $2,900 in the last month.

For brands, the end of a model

Porsche's withdrawal is part of a broader movement. Nike has also ended its adventure with RTFKT, its studio specializing in digital objects.

These departures highlight a weakness of brand-related NFTs: their utility often depends on the services and experiences offered by their creator. When the creator disengages, holders retain their tokens but lose much of the benefits that made them appealing.

The NFT market continues to evolve, and some major collections have even regained traction in the spring. However, the halt of the Porsche project serves as a reminder that a brand's notoriety does not guarantee the sustainability of a Web3 community. For holders of the digital 911s, the future now largely depends on the secondary market and the value they continue to place on their tokens.