Porsche is taking its dealerships to the next stage with its new corporate architecture concept meant to turn its retail stores into a central gathering place for the brand’s community — including new customers, as well as current ones.
Its “Destination Porsche” tagline best describes the concept of the new architecture, which encompasses the idea of flexibility, puts an emphasis on brand experience, and uses digital media for individualized communications. The first prototype launched in Palm Springs, California on March 15.
“Destination Porsche shows one of the ways we can answer the challenges of changing consumer preferences and the evolution of automotive retail,” said Detlev von Platen, Member of the Executive Board for Sales and Marketing, Porsche AG. “Porsche stands for life dreams and for a strong community of our friends and fans. We are designing our Porsche dealerships to be forward-looking gathering places to experience the brand.”
The final “Destination Porsche” concept will be launched by mid-2020 in two dealerships: one in Dortmund, Germany, and the other in Hangzhou, China.
The concept is part of Porsche’s retail strategy and is based on changing customer needs. In its news release, the automaker said the Porsche dealerships of tomorrow will consist of content areas that can be flexibly designed, and will feature digital media that can help customers individually. “They will become places to experience and touch the brand,” said Porsche.
