Ever since Tesla tried stirring up a storm by shifting to online retail, the future of dealerships has been widely misconceived to be in danger. While Tesla indeed proved what possibilities the future holds, a similar example of Porsche’s new strategy might say a different story.
While we enter an era of self-driving cars and pervasive e-commerce it might seem like the current iteration of the automobile dealership is due for a makeover. Tesla might have dropped a nuke and stepped back, but with a similar thought, Porsche did something rather different. Instead of completely shutting down the good-old sales retails dealerships, the German company has adopted a new strategy called Destination Porsche.
The first of this strategy can be seen by a closer look at the immersive and interactive Porsche Palm Springs that recently debuted in the California desert. At the outset, the dealership sits on a 2.7-acre lot with 45,000 sqft of facility. The building, as we know, is LEED-certified, utilises solar power and is designed to service and recharge EV such as the upcoming Taycan.
Porsche Centre Dubai, Al Nabooda Automobiles also launched a new online sales platform for online sales of its vehicles.
Online vehicle sales are not distant future anymore. This shifts the modern day function of a dealership from a sales points to a more nebulous role of a customer experience centre. As millennials and younger generation come of age, research shows that they crave experiences more than tangible items. Hence, the automobile dealership of the future has to sell cars by delivering these experiences without overtly trying to “sell” anything.
The Porsche Palm Springs achieves this in a big way. Porsche has designed the showroom with distinct areas for each model where it can be displayed in its own unique environment. This includes new-age tech including interactive touchscreens, virtual reality that will allow customers to experience their own unique configurations before purchase.
With such an establishment, Porsche aims to transform the dealerships into a central gathering place for its community. It is currently working on two new dealerships in Dortmund Germany and Hangzhou, China to be opened in 2020 as the final concept for this next generation of dealerships.
Porsche's Palm Spring showroom includes new-age tech including interactive touchscreens, virtual reality that will allow customers to experience their own unique configurations before purchase.
On Monday, Porsche Centre Dubai, Al Nabooda Automobiles launched a new online sales platform on Monday with which buyers can now buy a Porsche at the click of a button. Introduced for the first time in the world, customers in the UAE will be the first to be opportune of buying a brand-new or pre-owned model from the German manufacturer online.
Similar to the traditional purchase experience, the new platform guides buyers through key stages, starting with the consideration phase where the customers are given visitors access to real-time stock information, images and specifications on new and pre-owned cars that are currently available at the showrooms. Customers who have visited the showrooms and have decided on the model can secure their sports car of choice with a deposit.