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Porsche network takes brand experience route

Porsche's 32 UK retailers will be making significant investment in their showrooms over the next 12 months to adopt the company's new corporate look. Around 12 are likely to move to larger premises.

The new blueprint features a curving façade with low level glazing. Silver cladded panels above the glass give the design a technical feel. Inside, ceilings will feature glazed panels to allow natural light into the showroom while customers will be offered refreshments in a relaxing lounge area.

Porsche says the changes will ensure each showroom has a similar theme which will establish a stronger and more consistent identity. It hopes to create a brand experience and provide an environment for Porsche enthusiasts.

The Official Porsche Centres (OPCs) will need to have sufficient showroom capacity to accommodate Porsche's extended product range, which will include the sporty Cayenne 4x4 later this year.

Total network investment is likely to reach around £60m, with OPCs making a “substantial contribution”, says a Porsche spokeswoman.

Twenty-six centres are on target to adopt the new look by the end of the year, with the other six to be completed shortly afterwards.

Nick Whale this month opened the first new-look OPC in the UK. He invested around £2m adapting an existing building in Solihull and claims to have already generated a book order of around £5m for new and used Porsches.

Hans Riedel, executive vice president at Porsche AG, is heading the worldwide programme. He wants to create an environment where enthusiasts can “talk Porsche”.

“This is not an archetypal showroom from an architectural perspective,” he adds. “This is about creating a new experience for Porsche enthusiasts where they can meet other owners who have also been bitten by the bug and wish to 'talk Porsche' to the staff.”

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