PORSCHE Cars Australia (PCA) surprised – and delighted – Melbourne ride-share members when in a world first, it handed out five new Porsches to selected Uber drivers as a pre-Australian Grand Prix promotion.

The Uber members were caught completely by surprise by being picked up in a new Porsche, while the selected drivers were equally as delighted at having a stint behind the wheel of a new model from the prestige sports-car brand.

The concept, designed by public relations firm Mango Communications in conjunction with PCA, was to promote the new brand flagship, the Panamera, recently launched in its second-generation version.

PCA public relations and motorsport director Paul Ellis said to GoAutoNews Premium that the exercise may not have translated into Panamera sales “but in terms of exposure for Porsche and the Panamera, it was very much a success”.

“It was the second stage of our Panamera launch (the first was the launch to motoring journalists and dealers) and designed to increase exposure to the new car,” he said.

“It fitted in with our GP promotions that including inviting owners to have a day on the track in their cars on the Wednesday prior to the race.

“We had more than 30 owners come along to the Melbourne circuit and most were the high-end models such as the 911 GT3 and Cayman GT4.”

It was the second time PCA has allowed Porsche owners access to the track and remains one of the most focused exercises of the company’s Australian activities.

Mr Ellis said there were no plans to repeat the Uber experience next year, adding that it was a “one off” promotion.

Uber drivers in the ride-share promotion reported that passengers had a real shock when they saw the Porsche was the Uber ride. “It really made the ride a big occasion,” Mr Ellis said.

Porsche loaned Uber five vehicles in Melbourne – three new Panameras, a Macan and a Cayenne – which were all four-door cars to meet Uber’s stipulation.

By Neil Dowling