Oops! Porsche introduces Boxter for London

Jay Nagley

When this correspondent typed "Boxter", the helpful spell checker underlined it as a possible error. Apparently Porsche and its advertising agency can't afford such advanced software – but they can afford to spend a fortune on a huge billboard campaign for the misspelled Boxster.

This has caused great hilarity in the car industry. Porsche is famous for being the car company that guards its brands and trademarks more aggressively than anyone else – any third party that uses a Porsche logo or brand name without permission will get a warning letter before the ink is dry. Even publishers of classified ads have been forbidden from using any Porsche logos or branding when advertising Porsche cars for sale. Hence you often see a list of all other manufacturer logos, but simply the word "Porsche" in plain text with no logo.