It’s not just franchised car dealerships that compete with Tesla and its direct-selling model – other automakers want to join in on the action, too, and Porsche does better than a website and an order book. Porsche is launching the Porsche NOW and Porsche Studio Puppy Centers with the aim of creating new points of contact with the brand and meeting Porsche customers where they are: upscale urban shopping environments.
“With urban sales formats, we have sought and found new ways to reach customers,” says Marco Kana, Retail Sales Manager at Porsche. “Whether it’s a Porsche Studio or one of our Porsche NOW sales pop-ups, these innovative formats provide easy brand access and are ideally suited for developing contact opportunities with new groups. targets. We will continue to develop these innovative retail formats over the coming years. “
The move highlights the recognized need for traditional brands to go where their customers are, and not just build a huge showroom and wait for customers to walk in. Porsche pop-ups also recognize another modern business buzzword, FOMO. That’s because the new pop-ups are only in place for a limited time, making them a must-have in case you run into one.
“In addition to the cars on display,” reads the official Porsche press release, “fans and customers can also discover the selection of Porsche drivers, see the offers of Porsche Exclusive Manufaktur and use the virtual reality applications and the salon private configuration. In the summer of 2021, Jeju Island, South Korea, and Zurich, Switzerland, hosted Porsche NOW pop-ups. The “NOW” element of the name is about making the most of the moment. “
More than 20 Porsche pop-up centers have been set up in 23 countries to date, and they are successful enough to warrant significant expansion, with current plans for the opening of the first US-based Porsche pop-up. United in Portland in the spring of 2022.
What do you think, guys, is Porsche continuing to do the right thing by going to where its customers are, or will its outreach efforts be canceled as soon as a Porsche NOW representative directs a customer to the local dealer? Scroll down to the comments and let us know what you think.
Origin | Pictures: Porsche, via CarBuzz.
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