Porsche will look to grow its brand around the world with the establishment of new Studios that will go beyond traditional dealerships.
The German automaker has already opened these Studios in Asia and Europe and expects its first U.S. Studio to be open in early 2022 in Portland, Oregon. Porsche Cars North America chief executive Kjell Gruner says the Studios will focus on brand-building, rather than sales, taking a leaf out of the Apple Store concept.
Speaking with Auto News at the Los Angeles Auto Show, Gruner said the studios will offer customization kits and brand merchandise. Customers will also be able to trick out their dream vehicles in a dedicated lounge. Gruner added that the Studious will have a smaller footprint than traditional dealerships and have been designed for city centers. This will move the Porsche brand to a younger clientele.
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“New target groups … are not willing to drive a long way to the dealership,” Gruner said. “They say, ‘Be where I am.’ We’re in quite some conversations. We need dealers to like the concept, find the right spot and then have the investment capabilities.”
Not everyone is convinced about the Studio concept though. RDS Automotive owner Robert DiStanislao operates a Porsche dealership in Philadelphia and thinks the automaker could be diluting the brand by targeting younger buyers.
“We’re in a beautiful niche spot between Mercedes and Bentley,” DiStanislao said. “Why are we chasing the downscale business that everybody’s knifing themselves over? Rather than following Tesla, follow Gucci and Louis Vuitton. That’s a much better business model because if you tell Americans they can’t have it, they have to have it.”
Note: Porsche Studio in Taiwan pictured
