Porsche Debuts ‘Hospitality-Forward’ Car Retailing with New Studio Concept

The new Porsche Studio
Photos courtesy of Holman

Porsche has shifted its retail strategy into a higher gear with the debut of the first Porsche Studio concept in San Diego. Designed to make the car-buying experience more customer-centric, the Porsche Studio offers an alternative to the traditional dealership experience by emphasizing pricing transparency, simplicity and personalized touch points.

Developed in partnership with global automotive services company Holman, the Porsche Studio San Diego is now open in the open-air Fashion Valley Mall. Similar to a luxury boutique, the 3,000-square-foot studio space is designed to offer opportunities to interact with the Porsche brand in a relaxed, intimate environment.

Customers are greeted by certified Porsche Pros who have detailed knowledge of the entire spectrum of Porsche models and technology. A “fitting lounge” features digital interfaces where guests can explore the entire Porsche vehicle range, as well as configure and order their new car. The store itself also features a number of vehicles as well as a wide range of lifestyle products and merchandise, including a unique collection of Porsche Design apparel, luggage, eyewear and accessories. Guests also can unwind at the in-store beverage bar and enjoy regional gourmet snacks along with locally roasted coffee and espresso.

During their visit, customers will work with one representative from the beginning of their shopping journey through to delivery. If a customer has already begun their search online, in-store representatives can continue the experience in the store with onsite test drives.


“The way consumers shop for their next vehicle has changed dramatically, and their expectations of the dealership experience now more closely align with that of a typical retail transaction — fast, convenient and personalized,” said Gene Welsh, President of Retail Automotive at Holman in a statement. “We’re excited to welcome guests to Porsche Studio San Diego to experience modern, hospitality-forward automotive retailing in a contemporary setting that seamlessly blends intuitive technology with exceptional customer service.”

Click here to see a 360-degree panoramic view of the San Diego store.

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