Porsche plans to open a series of showrooms in the US that the company is calling “Studios”. These stores will be owned by Porsche, not authorized dealer, and as such will allow customers to participate in the Porsche experience in low- or no-pressure environments.
Porsche Cars North America CEO Kjell Gruner likened the concept to an Apple Store when speaking to Automotive News. Instead of salespeople, customers will interact with Porsche Experts who know cars but don’t try to sell you hard.
Based on photos from Porsche Studios in other countries, it seems to be something more than a Tesla shops but less than the full-fledged Porsche Experience Centers, which have their own racetracks and restaurants. Customers will be able to view products, learn about Porsche’s heritage and encounter some of the branded merchandise. Of course, you can too buy a car if you wish.
Porsche studios abroad are usually located in urban areas and will have room for a few cars. However, the spaces are not always occupied by a new model. Sometimes there will be a classic or racing car. Around them will be configuration stations, colour and fabric samples, and perhaps a coffee bar.
Porsche also considers these spaces to be more than just automotive-focused. Rooms will be made for rotating art installations, meeting spaces, even yoga classes. Porsche envisions a place where Porsche clubs can hold get-togethers or racing fans can host watch parties for sports car racing events, says Gruner ONE.
This concept is not new. Lexus and Genesis both have opened similar stores in New York, where there is no room for a parking lot new car with many different designs and colors, but there is an abundance of passersby and shoppers. Cadillacalso had one at the Big Apple before headquarters move back to Detroit. Many automakers have similar storefronts in cities such as Tokyo, Paris and London also.
Automotive News is a dealer trade publication, and in reporting the dealer’s views, it seems that some people are not enthusiastic about the idea. However, Gruner says that if done correctly, the Studio will appeal to a younger generation, who prefer to shop online and don’t want to go to a suburban auto mall the traditional way. authorized dealer experience.
The first Porsche Studio will open in early 2022 in Portland, Oregon, and more will follow in the following years.
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