In Tough Automotive Market, Porsche Unleashes Its Most Persuasive Sales And Marketing Tool--Test Drives

"First Mile--The Porsche Experience Drive" Signs Up About 3,000 Drivers to Get Behind the Wheels of Porsches

ATLANTA, April 22 -- While competitors are offering everything from large cash rebates to layoff guarantees, Porsche is simply inviting potential customers to get behind the wheel of its cars and drive.

The result of the campaign that started on March 6 has been nearly 3,000 people signing up for test drives at Porsche's U.S. dealerships.

The campaign, called "First Mile--The Porsche Experience Drive," targets people who may not be familiar with Porsche's newest products and introduces them to the eye-opening experience of driving a new sports car or Cayenne. The marketing campaign coincided with the recent introduction of the newly redesigned 2009 Boxster and Cayman.

"We know that when a prospective buyer drives a Porsche, he or she is much more likely to buy one. We also understand that many people think our cars are out of their reach and simply inaccessible," said David Pryor, Porsche Cars North America's vice president of marketing. "We want to remove this feeling of intimidation for prospects who have been hesitant to visit a dealer for a test drive. Our goal is to bring the one-of-a-kind Porsche driving experience to these potential customers and make it easier for them to get behind the wheel."

The test drive initiative was communicated through full page ads in newspapers such as the Wall Street Journal along with a massive online effort that delivered 30 million impressions in just one day. This campaign, which was the work of Cramer-Krasselt/Chicago, directs customers to an online landing page where they could choose the model they wanted to drive, the date and time and then confirm a "First Mile" driving appointment with a local dealer.

"The results so far are encouraging," said Pryor. "Despite the tough financial environment, consumers remain excited about our products and find them more relevant and practical than ever."

About Porsche Cars North America, Inc.

Porsche Cars North America, Inc. (PCNA), based in Atlanta, Ga., is the exclusive importer of Porsche sports cars and sport utility vehicles for the United States. It is a wholly owned, indirect subsidiary of Dr. Ing.h.c. F. Porsche AG. PCNA employs approximately 180 people who provide Porsche vehicles, parts, service, marketing and training for its 202 dealers. The dealers, in turn, provide Porsche owners with best-in-class service. Throughout its 60-year history, Porsche has developed numerous technologies that have advanced vehicle performance, improved safety and spurred environmental innovations within the automotive industry. The company continues to celebrate its heritage by adding to its long list of motorsports victories dating back to its first 24 Hours of Le Mans class win in 1951. Today, with more than 28,000 victories, Porsche is recognized as the world's most successful marque in sports car racing. PCNA, which imports the iconic 911 series, the Boxster and Cayman sports cars and Cayenne sport utility vehicles for the U.S., strives to maintain a standard of excellence, commitment and distinction synonymous with its brand.