Porsche 911: It's a grocery-getter. Really

2011_TurboS_Porsche.top.jpgYes, you can go take a family to Costco in Porsche 911. We've tested it. by Peter Valdes-Dapena, senior writer


NEW YORK (CNNMoney) -- A new Porsche ad campaign is touting the many practical advantages of owning one of the German automaker's iconic sports cars.

Yes, you read correctly. We said practical.

porsche_trunk.03.jpg
A scene from Porsche's latest ad.

In one ad, a man is shown picking up bags of mulch -- or something -- at a hardware store and plopping them into the front cargo compartment of a Porsche Cayman. In another scene, a mother picks up two kids at school in a yellow 911.

The ads are based on market research showing that people who've never owned a Porsche 911, Cayman or Boxster just don't understand how really useful these cars are, said David Pryor, vice president of marketing for Porsche U.S.A.

"It was something that's staring you right in the face," Pryor said. "You see it all the time, when a guy arrives at the park in a 911 and gets out with his kids, you see all these other guys nudge their wives on the arm and say 'See, and you thought we needed a minivan.' "

I happen to have some real-life experience with Porsche sports cars. My father drove them, almost exclusively, for years and I spent a lot of time riding in that tiny seat behind him, watching his right hand flick through the gears. But I don't recall my father ever picking up anything at the hardware store in his 911. On other hand, I don't recall my father ever setting foot in a hardware store at all.

Decades later, I did get to take my wife and son to Costco in a Porsche 911 Turbo Cabriolet while I had it on a road test loan from the automaker. (Sticker price -- roughly $150,000. The look on other patrons' faces as we stuffed our bulk purchases under the hood, priceless.) Everything fit, but we didn't pick up the mega-pack of power towels on that trip.

The rear-engine 911 has two back back seats and cargo space in front under the "hood." The less expensive Cayman and Boxster lack the back seats -- in those cars the engine is mounted directly behind the driver -- but they do have the front luggage compartment.

Porsche now makes vehicles with four doors, far more spacious backseats and more luggage room than the sports cars, with the Panamera sedan and Cayenne SUV.

"The idea of 'everyday' already applies to the Cayenne and Panamera," Pryor said.

It's not that Porsche sees its sports cars ever becoming a family's primary transportation, he said, but they could be bumped higher up on the priority scale than they now are.

"They're always put it into the category of a third or fourth car," he said, "not a second car." To top of page

Frontline troops push for solar energy
The U.S. Marines are testing renewable energy technologies like solar to reduce costs and casualties associated with fossil fuels. Play
25 Best Places to find rich singles
Looking for Mr. or Ms. Moneybags? Hunt down the perfect mate in these wealthy cities, which are brimming with unattached professionals. More
Fun festivals: Twins to mustard to pirates!
You'll see double in Twinsburg, Ohio, and Ketchup lovers should beware in Middleton, WI. Here's some of the best and strangest town festivals. Play
Find Your Next Car
Index Last Change % Change
Dow 18,085.15 47.18 0.26%
Nasdaq 5,067.54 7.29 0.14%
S&P 500 2,112.09 3.17 0.15%
Treasuries 1.95 0.03 1.56%
Data as of 12:19pm ET
Company Price Change % Change
Apple Inc 132.70 0.05 0.04%
Microsoft Corp 48.98 0.95 1.97%
Applied Materials In... 20.17 0.20 1.00%
Bank of America Corp... 15.60 0.04 0.24%
Ford Motor Co 15.80 -0.10 -0.63%
Data as of 12:04pm ET
Sponsors

Sections

Market timing is hard. And making investing decisions based on the calendar is just silly. If you sold in May and went away for the past three years, you missed out on stocks going up. More

A major earthquake was the last thing Nepal needed. Even before one of the country's major fault lines rumbled to life, the country was beset by challenges. More

SilverTech Ventures is a new accelerator that offers perks like free office space and access to its founders' extensive networks. More

At elite schools across the country, low-income students feel like outsiders and are working to make it better. More