19.3.2019. Under the Motto “Destination Porsche” you should become the Central meeting points for the Porsche Community and both existing and new customers. The new architecture features that you can be flexible, digital media to individual targeting involves the experience of the brand in the foreground.
Content
- Prototype in California opened
- Further development of the Porsche DNA
- Way of the customers through a flexible Porsche world
- Digital means for individual addressing
- Concept as part of the Porsche Retail strategy
Prototype in California opened
The first prototype of the new concept has now been inaugurated in Palm Springs, California ceremony. The building was built within a year, and points the way for the changes in the framework of the “Destination Porsche”. The full concept will be mid-2020 in the two further Porsche centers in “real life” in Dortmund, Germany, and in Hangzhou, China.
“Destination Porsche sales are an important response to future customer requirements and the change in the car,” said Detlev von Platen, chief Executive for sales and Marketing of Porsche AG. “Porsche stands for life, dreams and a strong Community of our friends and Fans. For you we design our Porsche centres as a meeting place to experience the brand.“
The concept of “Destination Porsche” is derived from changes in customer needs, a broader product portfolio requires, target group-specific address, the desire for individualization of power, a higher flexibility is necessary. The Porsche centres of tomorrow will therefore consist of a plurality of content worlds, the can be flexible and where digital media to appeal to the customers individually. They become places of experience and the tactile pleasures of the brand.
Further development of the Porsche DNA
The Design of the future Porsche centre uses the construction of today’s buildings will be complemented by more sophisticated and new elements. The style remains timeless, so that the attention is on the vehicles on display. The typical form of present-day Porsche centres is maintained.
The renewed exterior facade made of aluminum areas opens in part, creating a view into the building is possible. As a welcoming impression, which is supported by the increased glass facade on the ground floor already from a distance. The aluminum panels above the main entrance, as well as red LED strips to accentuate the dynamism of the concept.
Way of the customers through a flexible Porsche world
The “Customer Journey”, the path of the clients, runs along thematic modules, which can be of the Porsche centres and rebuilt. The interior is a simple way to regional or individual features customizable. The content of the modules relate to, for example, current product highlights, electric mobility or used vehicles. A further focus is on areas with a newly designed Lounge, where customers and Fans of the brand can meet and interact. A large glass window, you also have insight into the workshop, similar to the “look inside the kitchen” in a restaurant.
Digital means for individual addressing
A further important pillar of the new Corporate Architecture used digital media specifically. To Virtual Reality applications, with which the own vehicle configuration is simulated virtually. On touch screens, the products and Services of the Porsche brand interactive experience.
Concept as part of the Porsche Retail strategy
The implementation of The “Destination Porsche”-concept begins in the first step, with the Porsche centres – and thus the core format of the sales. In the future, the other calls should be put on the spot even more on customer needs and the possibilities for communication expanded aligned. This includes Pop-up Stores, as well as new digital touch-points and formats, which an experience of the Porsche brand in several Ways it is possible to include, in addition to the Porsche Studios in the urban environment.
A prototype of the Corporate Architecture for the Porsche centres, Palm Springs, 2019, Porsche AG
