Why Porsche sites are popping up in city centres around the globe
With facilities right in the hustle and bustle of inner-city life, Porsche is increasingly turning to urban formats for its retail activities.
Six Porsche Studios and 11 temporary Porsche NOW sales pop-ups were opened by the sports car manufacturer around the globe during 2021 – and the company plans to offer more of these urban boutiques.
In total, 17 studios and more than 20 pop-ups have been set up in 23 countries so far, creating new inner-city points of contact with the brand for busy people. By 2023, the number of Porsche Studios is set to expand to 25, all in high-footfall locations such as in Portland, in the US state of Oregon, where North America’s first site is set to open in spring 2022.
As part of its Future Retail strategy, Porsche is aiming to reach out to new and younger target groups, as well as existing customers. The basic idea behind this is to bring the product offering to the customers and not the other way around.
In July, a 125 square-metre Porsche Studio opened in Oslo, in Norway, with views over the city’s picturesque harbour. It has a Fitting Lounge, where customers can configure and order vehicles, and test drives are also available. The studio also serves as a delivery and collection point for vehicles going to and coming from the workshop at the Porsche Centre Oslo, as well as being able to host to small events.
While the Porsche Studios are permanent installations, the Porsche NOW sales pop-ups are only in place for a limited time. Along with the cars on show, fans and customers can also experience the Porsche Drivers Selection, see the offerings from Porsche Exclusive Manufaktur and use the virtual reality apps and private configuration lounge. In summer 2021, the island of Jeju, in South Korea, and Zurich, in Switzerland, played host to Porsche NOW pop-ups. The ‘NOW’ element of the name is all about making the most of the moment. The format was launched in 2018 on the La Mer beachfront in Dubai.
The Porsche NOW sales pop-up in Marassi, Italy | 718 Cayman models: fuel consumption combined (WLTP) 13.2 – 8.9 l/100 km, CO₂ emissions combined (WLTP) 299 – 201 g/km, fuel consumption combined (NEDC) 12.3 – 8.1 l/100 km, CO₂ emissions combined (NEDC) 281 – 185 g/km
Porsche Satellite Centres have also been introduced, offering an expansion option for sales partners requiring additional capacity. These more compact solutions differ from the traditional Porsche Centres due to their single-story building design with a rectangular floor plan and a showroom of around 400m2. The first Porsche Satellite Centre in Europe was opened in October in York, England, and is connected to the Porsche Centre in Leeds. At least five Porsche Satellite Centres will open around the world in 2022.
The Porsche Satellite Centre in York, England
Porsche Approved & Service Centres, meanwhile, have been introduced to focus on the servicing and sale of Porsche Approved vehicles. In 2021, three Porsche Approved & Service Centres opened, including a site in Arezzo, Italy, in September.
Finally, there is the Porsche Service Factory, designed to reduce waiting times for customers by enabling Porsche Centres to increase their service capacities at another site. Customers still drop off and collect their cars at the Porsche Centre, but the vehicle is taken from the Porsche Centre to the Porsche Service Factory for the work.
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Comments (2)
Just a thought…… doesn’t the Porsche website bring the product to the people?
This is quite a level of extra overhead to sell more non-car products as there are only so many people that can afford the cars. Selling ‘branded product’ however keeps bringing cash in regularly at high gross profit margin (like branded fashion labels).
I admire the business model and the idea behind building the brand outside the car business. I expect Gen Z are less bothered about buying cars and there are only so many Gen X and Gen Y people. I do think we need a bit of balance to the article, this is about future revenue streams.
I have this image of Joey from Friends dressed in a Porsche branded cap, jacket, watch, trainers, phones cases etc. 🤣🤣🤣.
I like the cars, don’t need the paraphernalia!