Porsche's Biggest Bet Yet

The renowned sports carmaker puts its money behind the SUV revolution

Paul A. Eisenstein
From the Print Edition:
Arnold Schwarzenegger, July/Aug 03

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A key to the crossover's dual on-and-off-road personality is the Porsche Traction Management system. It's got plenty of power to control. Even the "base" Cayenne S puts out an impressive 340 horsepower and 310 foot-pounds of torque from its 4.5-liter V-8. The new, naturally aspirated engine is mounted up front -- a revolutionary concept for Porsche, which had an almost religious belief that God always intended to mount the engine in the rear.

For those who believe there's never enough horsepower, the optional Cayenne Turbo bumps power up to 450 hp and 457 foot-pounds, thanks to a twin turbo package. Full torque comes on at just 2,250 RPMs, and power remains flat, nearly to redline. The Turbo package is distinguished by four tailpipes.

Who really needs a sport-ute that can launch from 0 to 60 in 6 seconds and top out 165 mph (the naturally aspirated S needs 7.2 seconds and can manage a top speed of only 150)? If you have to askÖwell, R&D chief Dürheimer sums it up best, when he points out, "It would not be a true Porsche if it only offered practical value."

Value is another interesting word to associate with a Porsche. Sure, you've got a lot of practical capabilities with this five-seater capable of carrying 1,850 pounds of payload and towing a 7,716-pound trailer. But the price is anything but practical -- at least if you're someone who has to ask what it costs. Cayenne S starts at $55,900. A well-equipped Touareg with a V-8, on the other hand, will start at $40,700. Granted, that's not an apples-to-apples comparison. But the premium is steep and could give some buyers pause. The jump to the $88,900 Cayenne Turbo is even more spectacular. That's a lot of power, but it's also the most expensive ute on the market by far.

Considering how many current Porsche owners already have at least one SUV in their personal fleets, the automaker is confident many will want a Porsche badge on their next sport ute. But while senior officials have suggested they've already received a full year's advance orders, the Cayenne seems to be receiving a decidedly mixed reaction. Some Porsche purists are openly aghast while others are racing to showrooms. Demand varies by market, though in some parts of the country, such as suburban Los Angeles -- where nameplates do matter -- dealers report strong initial sales.

In spite of the controversy, that's probably not all that surprising. The real question is whether Cayenne has staying power. It's not likely to match the longevity of the 911, but it will be critical that this quirky crossover not flame out in a hurry.

Porsche officials insist Cayenne is not the proverbial "make-it-or-break-it product." Flush with cash, Wiedeking is confident the company could survive the car's failure, though it would be a bleak rebuke for a company of this size. This isn't the first time a new Porsche has generated skepticism, notes the ever-confident executive, who's equally confident that with time it will win over its critics.

If Wiedeking is right, don't be surprised to see Porsche dream up even more automotive innovations. Officially, there's no fourth product line, at least nothing with formal approval, but design director Lagaay readily hints that he's got some ideas on his boards. Some years back, Porsche briefly explored then abandoned the idea of a sports car/sedan crossover. Now just about any and every other combination is open game. Even another sports car. Welcome to the fun house.

Paul A. Eisenstein publishes an auto magazine on the Internet at www.TheCarConnection.com.

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