Porsche's new microsite, porschecayenne.com, went live last month. It lets consumers sign up for periodic e-mails about the Cayenne sport utility vehicle, due in the second half of 2002.
Interpublic Group of Cos.' Carmichael Lynch, Minneapolis, created print ads for Decemeber car-buff books directing readers to the site. Porsche's online ads on car sites, including carpoint.com and edmunds.com, broke in late November.
North America is Porsche's biggest global market, accounting for nearly half its car sales.
Roughly 40% of Porsche owners currently have an SUV in their garages, so current owners are key prospects, Mr. Nicholls said.
Porsche will study the cost-per-consumer leads across various media.
Catalano Lellos & Silverstein, New York, hired by Porsche in October for online media strategy, planning and buying, will assist in those efforts.