Porsche Experience Centers Prove Immersive Retail Works for Sports Cars, Too

ATLANTA, Aug. 30, 2018 -- In a digital age, physical experiences are rare and valuable. Consumers can have a hard time getting the touch and feel of a product when everything is online or automated. Porsche is bucking those trends with a large-scale commitment to consumer immersion at its two Porsche Experience Centers (PECs), where anybody can touch rubber to the track instead of just touching a screen. And it's working. Less than three years after the biggest investment by Porsche outside of Germany, the two U.S. Experience Centers have now topped a combined 250,000 visitors who come to drive, shop and dine in a Porsche environment.
The model works as a way to connect with new audiences, a goal for every premium automaker. About 60 percent of PEC visitors do not currently own a Porsche, but after driving the centers' tracks, 30 percent of non-owners say they are very likely to buy one. For others, Porsche becomes more memorable and aspirational once they've driven one. The average visitor is seven years younger than the average Porsche customer. And about one-quarter of visitors are under age 35.
"A quarter of a million guests so far is a testament to the power of experience and to the fascination of Porsche sports cars," said Klaus Zellmer, President and CEO of Porsche Cars North America, Inc. "Porsche stands for superb design and engineering, but also for a superb experience. Getting people behind the wheel in a place where they can really test the performance is the best way to connect them with the Porsche brand."
Porsche's commitment to its Experience Centers comes as the retail landscape is being redefined by younger consumers. A recent Harris Group poll revealed that 72 percent of Millennials would rather invest in experiences than things. Since 1987, spending on experiences and events relative to total U.S. consumer spending increased 70 percent, according to the same study.
What is a Porsche Experience Center? The destinations serve as track-based brand embassies where visitors can indulge in everything Porsche. They are different than drive experiences offered by other carmakers because they were purpose-designed and built to be immersive retail experiences for the public. Experience Centers do not sell cars, but they work closely with the 190 independent U.S. Porsche dealers, for example hosting customer groups sent by dealers.







