Porsche Canada wants to encourage their Canadian customers to drive their cars in winter. The prize is increased sales of cars (by consumers currently unwilling to buy a Porsche only for summer driving) and winter accessories, such as snow tires. This is a three-fold challenge because Canadians generally believe that luxury vehicles should not be driven in winter due to to ice and salt; that sports cars generally performed poorly in winter conditions; and it was unwise to drive a luxury car in winter where it could be more easily scratched or damaged.
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