Porsche caused an uproar when it diversified into crossovers and sedans, now it's considering making an aircraft in association with Boeing.
Late last week the two companies announced they will bring together a pool of engineers to develop and test a prototype electric plane.
This vehicle will be able to take off and land vertically, allowing it to operate within the core of dense urban centres rather than from, usually, more distant airports.
Porsche and Boeing will also investigate if there is a market for premium vehicles in this nascent mode of transport.
It's not clear when the prototype will be complete or what business model will support any possible production plane.
Uber currently has ambitious plans to develop not only self-driving cars for its on-demand taxi services, but is also planning to add air taxis with vertical take off and landing to its roster of services.
According to Porsche, a study it did in 2018 concluded the "urban air mobility market will pick up speed after 2025".
The report also claimed this next generation of air transport could "transport passengers more quickly and efficiently... at a lower cost and with greater flexibility" than current land-based transport options.
“Porsche is looking to enhance its scope as a sports car manufacturer by becoming a leading brand for premium mobility," Detlev von Platen, Porsche's head of marketing and sales, said in a prepared statement.