A Porsche may be able to pass a lot of things, but the Canadian buck isn’t one of them.
With the soaring dollar now at parity with its U.S. counterpart–$1.00662 at the time of writing–automaker Porsche Canada has dropped base prices on most models by an average of $5,200.
The automaker’s flagship 911 Turbo S, for example, is now priced at $183,400. That’s $16,600 less than it was before the new pricing took effect Jan. 4. The carmaker has also dropped prices on several factory-installed options such as a moonroofs.
To promote the price drop, the carmaker has unveiled a print and online campaign created by Toronto agency Yield. The ads feature a graph with a jagged red arrow representing the Canadian dollar moving upwards and a swerving grey line representing the downward prices of Porsche vehicles.
Additional copy at the bottom of the ad explains that as of Jan. 4, Porsche has dropped prices on “almost all” vehicles and options to bring Canadian prices more in line with the strength of our dollar.
A print ad features five Porsche vehicles: the Boxster, Cayman, 911, Cayenne and Panamera, with the base price for each. The automaker’s longtime tag line–”Porsche. There is no substitute”–appears on each ad.
“We needed to communicate a pretty significant price reduction across the whole Porsche model range without making it look like a run-of-the-mill retail price cut,” said Yield creative director Chris Torbay. “The simple graphic approach made perfect sense: The Canadian dollar is gaining strength, so we can bring the prices of the car down accordingly.
“What we loved was how the graph combined the visual language of finance with the emotion of driving a Porsche.”
