By on July 4, 2011

Porsche wants to do what every car maker wants. Sell more cars. So what would you do if you would have to move more Porsches? Tout their speed? Their horsepower? Call up Jack Baruth and offer him “Buy 10, get one free?” No, Siree. Porsche positions their cars as schoolbuses.

Porsche’s new campaign markets the 911, Boxster and Cayman as daily drivers.

“TV spots through year end show owners taking their cars to the home-improvement store, picking up kids from school and driving through the snow,” reports Automotive News [sub]

“There are a lot of people who think of Porsche as something you park in your garage and only use on Sunday,” says Michael Bartsch, COO of Porsche Cars North America. “This is a way to tell potential buyers that these are not precious mantelpiece ornaments like some supercars but everyday usable cars.”

Supposedly, about 600 owners have posted videos talking about what they do with their cars at It was impossible for me to verify, because the site loaded so slow – waitaminute, maybe that’s part of the message …


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34 Comments on “Your Daily Driver: A Porsche...”

  • avatar
    slow kills

    Wow, my old Ford Focus does all those things too!

  • avatar
    thats one fast cat

    Yes, truly one of the most ridiculous, fatuous commercials I think I have ever seen. Perhaps Suzuki or Kia can do an ad flouting how fast they are around Laguna Seca (oh wait, I think they have).

    Very few use them for daily drivers, unless they are a Cayenne (not a Porsche — a badge engineered Volkswagon), or a Boxster (which is why you see so many 8K 1997 Boxsters). I have yet to EVER see anyone put ANYTHING like a 50 pound bag of dirt in a 911.

    And that’s OK. They are special event cars; vehicles that are designed to make you feel a certain way. That is why (like me) there are so many 1980’s 911’s squirreled away in garages waiting for that perfect day of sunshine and no responsibility beckoning you to go for a drive.

    Now excuse me while I go hook up my boat to tow it out to the lake with my GT3R.

    • 0 avatar

      I hauled bags of cement in a 911. As well as ladders, rakes and shovels, surf boards, dead deer, grills, propane tanks, charcoal bags, beer kegs, suitcases etc. Even a giant recliner strapped upside down. Not to mention, and common to all P cars according to some, the obligatory 180lb dirt bag in the driver seat :)

      It was a ‘vert, hence infinitely more useful as a pickup truck than the coupe, but still. In sunny climes, ‘verts with back seats can be wonderfully practical vehicles if you just let them be.

  • avatar

    Actually these ads speak to me because I am a person who wants one car to do it all every day. On the one or 2 days I need a truck I rent one. I drove my 944S2 every day and it easily swallowed a child seat, my drum set, or my goalie equipment. If only the car started every day…

    My RX-8 serves the same functions these days.

    • 0 avatar

      My 924S is used the same way: daily driver – if I don’t feel like using one of my two motorcycles instead. Mainly because it outdoes my pickup truck by 7mpg on the daily commute.

      OK, I fudge. In the winter, in bad weather, the pickup has priority.

  • avatar

    The “Pickup Truck” segment is the best.

    Of COURSE I’m going to throw several heavy bags of compost/whatever in my Porsche. Because a Ford Ranger is just too simple.


  • avatar

    If Porsche wants to sell more cars, they would make Porsche maintenance easier to do by yourself or automechanics, so they don’t charge you all those extra hours of labor. I’m pretty sure many people who have shopped for a new/used high end sports cars have skipped over Porsches and bought Corvettes, due to maintenance cost; Plus the infamous IMS bearing failure.

    • 0 avatar
      George B

      Only people who care absolutely nothing about image would cross shop a Porsche 911 and a Chevrolet Corvette. The Corvette fails the nightclub valet test.

      • 0 avatar

        The Corvette has an image of its own that appeals to an orthogonal demographic to the type that care about getting treated “well” by a pimple-faced valet at an overpriced club (who will fart in the seats and destroy the clutch when you’re not looking anyway).

    • 0 avatar

      I picked up my dad at his mechanic’s one day to find a Boxster on the lift. My dad said, “You could have gotten one of these instead of your Miata,” to which the mechanic replied, “Good thing you didn’t. These are pieces of shit.”

      The funny thing is that a ’97 era Boxster is not much pricier than a Miata of the same age. Reliability and ease/expense of maintenance are no doubt the reason. You can slap a turbo on a Miata and drive happily to 150k+. You’re lucky to get more than 80k out of a stock Boxster engine.

    • 0 avatar

      My anecdotal experience with this is that it bothers people who buy used Boxsters, expecting to get a Porsche for Miata money, but people who ante up to buy new generally don’t care; especially 911 buyers who have decent resale to look forward to. The warranty-period ownership experience is scarcely different from any other premium car.

  • avatar

    The everyday car capabilities of the softer 911s have long been and still are an added value of the car over other sports cars. You could easily use a well equipped Carrera (S) or Turbo for your daily commute.

    Of course if you want to have one of the really sharp ones (GT3/2) it’s a differrent story.

    In Germany you can pick up quite a few 3/4 y/o 997s with 100+K kilometers on them.

    • 0 avatar

      I used to see a GT3 commuting every day when I took a particular route to work, we would both take the same shortcut between two main roads that involved going over some monster speed humps. That is the unusual part, no other similar sports car could have done it.

  • avatar

    From 1983 to 1995 or so, my mother had a succession of Porsches, 944, 944 turbo, 911 turbo, and 911C4. All of these served as her daily driver, made school runs for my sister and me, went to Costco, grocery store, etc. and made frequent road trips across the Mid-South and Southern US. The C4 made frequent trips through rain, shine, and snow across the Midwest. Dad usually had a more practical car in the garage, but he never drove the Porsches, so anywhere Mom went was in her little sports car.

    Why not? The Porsche dealer I worked for later in life had a client who ordered the factory roof rack system for his 996 C4 so he could carry lumber home from Home Depot. Travel across Europe and count how many 911’s you see with ski racks on the tail. Why buy a cheap pickup, pay the insurance and upkeep? If you can do it in your Porsche or other sports/sporty car, why not? Need to haul something that won’t fit? Rent a truck or borrow from a friend. I’m sure you can find a friend who might not mind swapping for a day…

  • avatar

    I saw that ad and thought to myself “WOW! That one’s going to pull a few in!” The cost of entry (lease) is not too high on radar and by the time they get the first maintenance bill, it will be after any cooling-off period.

    The only downside may be the Porsche owners who don’t like their false god to be called a dump truck.

  • avatar

    Porsches are, in general, pretty good DDs.

    They’re worth it!

  • avatar

    Great ad. Although I think my xB1 is much more of a pickup truck than any Porsche.

    To answer the question, “How would you move more Porsches?”, they could simply decontent their products using the Jetta/Passat formula. Yuk.

  • avatar

    Good ad.

    Why not indeed. Great drivers with back seats for middle aged guys with money and young kids.

    Yes, I would put a bag of dirt into the trunk. It’s a car.

  • avatar

    It’s entirely possible to use a good car as a daily driver without trashing it. That’s what I do with my Infiniti coupe. (I first looked at Porsches, but found out I didn’t like them.) To keep it in good condition, I use only touchless car washes and have it detailed twice a year, don’t drive it in the winter unless the roads are dry, park at the far ends of lots to avoid door dings, avoid gravel roads, keep the windows closed to keep out dust, and don’t use it to haul dirty stuff like sod, mulch or compost. After 30k miles and nearly 4 years, it still looks new.

  • avatar

    I know that it’s just marketing schlepp, but, I can’t help but smile whenever I see the commercial.

    Many, many years ago I bought an ’81 911SC as reward for surviving a catastrophic affair with a VW Rabbit Diesel, 4 door, nonetheless. I used that Targa for everything and drove it every chance I could get. It hauled kids, groceries, filthy sports gear, garden detritus, fishing gear, hunting trophies, and, dirty dogs. It slogged thru midwestern winters and outings to the local dirt tracks and KMart.

    Sure, it was expensive, but, it wasn’t a Bugatti. I never obsessed over it being a Porsche. It was the perfect defense against the hoards of nasty little fwd hatchback economy cars that clogged the roads.

  • avatar

    Maybe not a 911, but a 944 made a pretty good daily driver, with the hatch and usable back seats. My uncle had both, and the 944 hauled a lot of crap for him throughout the years.

    Now maybe if Porsche would make a modern day 944 type of car, I would buy it in a heartbeat. Take the VW 2.0T from my GTI, make it RWD, a swoopy hatchback coupe body, or hell, even go full on sports coupe styling, I dont care. Make it reasonably priced, decent to work on, decently fuel efficient.

    • 0 avatar

      That new Ferrari thingy looks like all that, times 10 (literally when speaking of price, and probably inversely when it comes to mileage and ease of working on.) But the basic idea is there.

  • avatar

    I don’t think the ad is meant to sell the 911 as a people mover or truck but it actually pointing something out that Porsche is very good at – and that is making sports cars which don’t force the owner to make big sacrifices in practicality and daily drivability. I looked at a 370z but it lack of visibility, miniscule trunk space and noisy ride make it a chore for daily driving. A used Cayman S delivers the same performance, has a decent trunk, great visibility, a much better and quieter ride and is a great daily driver.

    • 0 avatar

      Cayman S is my only car. I have the roof rack. I carry rope to tie down the hatch if I need to shove something large in there. The front trunk is quite deep. The biggest trouble is not carrying more than one other person, but most of the time with a group of people someone else has a vehicle.

  • avatar
    Sam P

    I’ve seen a couple 993s with kid seats in the back.

    Too bad my parents weren’t that cool when I was young – I rode around in either a Volvo 245 DL or a Jeep Grand Wagoneer when I was of kid seat age.

  • avatar

    I sometimes think a new 911 with manual/auto would be the ultimate
    daily driver.
    So, to me apealing.

  • avatar

    Even if I would be a millionaire I still would only own a 911. Plus a fully loaded S600 for long Autobahn journeys. I’m just a humble man

    • 0 avatar

      A million doesn’t go very far these days. The purchase price of those two cars would blow a quarter million after taxes.

      • 0 avatar

        And that’s the real reason a Porsche will never be a realistic DD. I had an 89 C4 20 years ago and wanted to get another one. Looked hard at buying last year, but once I checked my sanity for spending $100K for a car, I decided to pass. If they want people to consider the 911 as a DD, they need to seriously reconsider pricing.

      • 0 avatar

        Ex, that is the beauty of the boxster and cayman… I picked up a new Cayman S for $48k thanks to The Great Resession.

      • 0 avatar

        Absolutely right. So lets say multi-millionaire

  • avatar

    I drive my Boxster to work and to the track.

    I take my family in my 911.

    Wonderfully usable daily cars – the only gripe is efficiency – but frankly, we’re talking a few extra hundred dollars per year vs a regular sedan.

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