Classical cars, including the history of the great classical automobiles
March 6th, 2007

The Hardtop, Porsche’s Marketing Disappointment

Porsche Hardtop

About.com has just posted my test of the 2007 Porsche Cayman. In it I mentioned a variation on the porsche 356 that few contemporary Porsche enthusiasts can recall seeing: the Hardtop. Initially produced by Karmann, it featured a steel roof welded onto a Roadster body shell. The Hardtop was aimed primarily at the American market where, with the advent of affordable air-conditioning the "Hardtop Convertible" – meant to simulate the appearance of a convertible with the roof raised – had become popular with drivers who liked the look of a softtop but not the wind, dust, and inconvenience.

When Porsche's Hardtop was launched I was just beginning a three year stint as assistant p.r. manager for Volkswagen Canada, which in those days acted as Porsche distributor. In fact my first drive in a Porsche was at the wheel of a Hardtop, an occasion I remember well because a geezer in a Caddy was so infuriated at being passed by a little foreign car that he called the company to complain! Fortunately my boss thought the incident amusing and I kept my job.

Although it had better all-round vision than the Coupe, the Hardtop was not a sales success, thus accounting for the fact that few Porsche enthusiasts have ever seen one. And yet restored or well-maintained cars do occasionally appear at shows in Europe and North America. Thanks to my Tokyo friend Harley Ferguson for discovering this photo of a Porsche Hardtop in the Cannes Challenge Classic Car Rallye site, where you'll find a detailed history of Porsches from Day One to the end of an era in April of 1965.


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