Norway, South Korea and Switzerland – Porsche, the luxury car manufacturer, has opened a range of new retail formats to elevate customer experiences. Operating under the umbrella concept of Destination Porsche, the spaces are designed to complement local surroundings; with an ocean view in Oslo and vegetation interiors on Jeju Island. To bolster the local focus of the destinations, tea and coffee are also supplied by regional businesses.
In a bid to entice Porsche enthusiasts, the spaces are designed to host small events, launches and exhibitions – in addition to offering delivery, collection and test drives like a traditional car showroom. Through these urban formats, the brand is responding to the desire for more engaging automotive retail experiences that attract consumers beyond purely functional needs.
By expanding its services beyond the transactional showroom, the brand encourages increased dwelling time while appealing to a wider range of audiences. Particularly in an age when luxury car brands face challenges to maintain in-person interaction, this anti-sales approach is likely to attract ongoing engagement.
Showrooms with a single-format display are no longer enough. Car brands should take inspiration from the wider retail sector and create experiential experiences specific to their local clientele.