The sports car manufacturer Porsche is one of the most sought-after and high-margin manufacturers in the world.
But the group is also considered an elitist.
Now the Swabians are countering it.
With an operating margin of recently 10.8 percent,
Porsche
is one of the highest-margin automakers worldwide.
But 80 percent of
customers
in Germany are men over 50.
With a new
sales concept
, the brand now also wants to attract younger buyers and women.
Munich - The sports car manufacturer
Porsche
* is surrounded by a myth.
The cars from Stuttgart-Zuffenhausen are often a childhood dream for boys.
Four out of five buyers are men - and customers in this country are getting older.
The average age of Porsche buyers in Germany is now over 50.
In China,
Porsche
customers are much younger.
But the
VW
* subsidiary no longer wants to watch the creeping aging of the core target group in important core markets and is now taking a bold change.
In order to tap younger people and women in future, the 900
Porsche
centers around the world are to be redesigned over the next few years.
Porsche Center in Dortmund shows a new concept
The recently opened Porsche Center at Dortmund Airport shows
what the beautiful new
Porsche
world will look like.
It is based on a pilot test in
Palm Springs,
California,
and is now being rolled out worldwide.
According to the
concept called
“
Destination
Porsche
”, the Swabian showrooms will in future shine with their transparency and openness.
"In Dortmund we can experience how Destination
Porsche can
turn a product-related showroom into a customer-centered brand
experience,
" said Sales
Director Detlev von Platen
at the opening of the new
Porsche
Center.
In the future, there should be no more inhibitions for potential customers.
Therefore, an open entrance area was designed.
There is also a coffee lounge and a clear view of the workshop.
The Dortmund-based company can now present a total of 30 vehicles in the brand new showroom.
So that even smaller
Porsche
locations can implement the concept, everything is strictly modular.
Porsche: Sports car maker hopes for a change in awareness
There is also an event area that can be booked for company events.
In the short term, this
is not possible
due to
Corona
.
But when the pandemic is under control, the company is hoping for many guests, some of whom might be
carried away
to buy a
911
or
Taycan
.
According to the will of the
Porsche
bosses, the realignment should not stop at the architectural redesign.
Obviously, there is also a need for a change in awareness among the sports car manufacturer who is often decried as an elitist.
You don't want "just no arrogance," said the sales director to the Handelsblatt.
“It's about being personable”.
* Merkur.de is part of the nationwide Ippen Digital editorial network.