Porsche is hoping cars like the Panamera can be thought... Porsche is hoping cars like the Panamera can be thought of as daily drivers (Porsche).
Very few people buy a Porsche and think to themselves, "I can't wait to drive this to the store to buy mulch."

The brand that's built its reputation on serious performance cars wants people to start thinking about Porsche as a car you can drive every day.

"It's not only about the weekend joyride," said David Pryor, vice president of marketing at Porsche Cars North America. "It's the only car in the world that combines true sports car exhilaration and the driveability for daily use."

In today's gas-conscious world, having your brand associated with high performance is a bit of a downside. People think all high-powered cars are gas-guzzlers, so many people are turning away from the brand.

Scott Baker, manager of marketing and communications for Porsche North America, says people don't think they can use a Porsche every day. They're waiting until they have money for a third or fourth car, he says.

So the company is rolling out an advertising campaign that focuses on daily use. The "Engineered for Magic, Everyday" campaign shows actual Porsche owners going through their day, cleaning snow off the windshield, heading to the hardware store, getting out of the office, picking up the kids from school. In each scene, the cars are morphed into something else: A snow mobile, pickup truck, getaway car, and school bus.

The closing voice-over repeats the message Porsche wants driven home: "Engineered for Magic. Everyday."



Will they buy it?

So are consumers really going to buy into the idea that they can use their Porsche for trips to Costco?

The campaign is different from your usual luxury car ads, which focus on all the elements that make their cars cool, not mundane.

"What is markedly different about this campaign is we're not selling the dream-car mystique of Porsche -- that's already a given," says Marshall Ross, chief creative officer of Cramer-Krasselt, the creators of the ads.

Porsche sent 200 Flip cameras to customers, asking them to film themselves doing everyday activities. Those clips are highlighted on a website.

"We're programmed to think that you can't have your cake and eat it too," Baker said, "that there's no way you can have this car and drop your kids off at school and run to the home store."

But still, a Porsche as your everyday car? Fuel economy is certainly not Porche's strong point. According to FuelEconomy.gov, Porsche's cars range from 14 mpg to 20 mpg city, and from 21 to 29 mpg on highway. Its most fuel-efficient car is the 2.9-liter 7-speed Porsche Boxter, and the worst is the 3.8-liter, six-speed Porsche 911 GTS RS.

Bottom line: Those who can afford a Porsche can probably afford the gas that goes with it, so the automaker's efforts to woo back customers may actually work.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 64 Comments
      • 3 Years Ago
      its an absolutely hideous looking car. if you've seen it in person, its just awful. its a shame because its a pretty exciting drive, but all that is totally for nothing.
      ogservice
      • 3 Years Ago
      Has this car received a single favorable review from any reputable source?
      David Hersh
      • 3 Years Ago
      I love my Boxter. I get 24 mpg around home and 30 mpg at 70 mph on the highway. It handles like no other car and it stops more quickly than anything else.
      epearce201
      • 3 Years Ago
      Any Porsche that is not at least offered with a manual transmission has no business calling itself a Porsche!!! This sports car company is trying to be all things to all people, but it's diluting the marque in the process! If I had the money to buy a big sports sedan, I'd get a BMW M5 instead.
      jackthofmann
      • 3 Years Ago
      I have a 1999 Porsche 911. It has 156,000 miles on it, which includes cross country trips (6 of them), daily trips to the Home Depot, grocery store, construction job sites, kids to school, etc. and every one of those miles has been just great!!!! I average 21 in the city and 26 on the open road. Best car I have ever had, and I have had some really nice cars.
      • 3 Years Ago
      My daughter turned 16 last month and there was just no way we could afford to add her to our existing car insurance policy. I started shopping around for new car insurance and found this site: ( http://tinyurl.com/InsuranceTip ) I just put in my ZIP code and received four quotes instantly after filling out the form. By comparing rates we were actually able to include my daughter in our new policy and not pay anymore per month for car insurance than we were originally paying for just me and my wife!
      • 3 Years Ago
      They're not selling drivers on practicality, they're giving the driver just enough justification to over-ride a reluctant spouse.
      RetiredPerson
      • 3 Years Ago
      Ross, you missed the mark...Porsche is a performance vehicle first...a four door family car second...
      Kevin Ledgister
      • 3 Years Ago
      I would love any Porsche as a daily driver except the Cayenne. I just can't get my head wrapped around driving any SUV.
      • 3 Years Ago
      I love my Porsche Boxter and I drive it everywhere!!! I go to the grocery store, Costco, WalMart, Home Depot, etc. in it. What makes it so great, besides the way it drives, are the two trunks. No matter how much I buy, I can always get it in one of the trunks. If I end up with tall plants, fishing rods, etc., I put the top down. The only days I don't drive my Porsche are on real snowy days in Colorado, which are only a few. It handles so well driving up the mountains on the sharp turns. I was worried about the upkeep of the car and it has only been in the shop twice in the last 10 years. I would do a commercial for Porsche and I would recommend this car to anyone!!!
      • 3 Years Ago
      We have a 911S and we drive it everyday from taking the kids to school to Lowes....We love it....
      • 3 Years Ago
      I am wondering how well my Great Dane will fit in the back seat?
    • Load More Comments