My bro-in-law is a Porsche snob. He believes the 944S was hand built by God, just for him. Insists that it should be pronounced "Poor-shuh". So naturally everyone in the family responds "Porsche! That's what I said!" He is technically correct, but the fact that he makes such a production of it, and a matter of high importance, we just can't help having a little fun with it!
EDIT: I changed it from 924S to the 944S, which it is. My bad.
I used to be a tech at a dealer that sold Porsche. They are extremely critical of anyone that pronounces it any way other than Porsh-uh. They will literally stop you mid sentence and correct you. These are the Porsche reps. Our Porsche master tech also mentioned getting a Porsche tattoo (he had a VW one already) and they threatened to sue him for copyright infringement. They were dead serious. I couldn't believe it.