How Porsche wants to win regular customers with new pop-up stores

Porsche opened its first pop-up store in Germany in Sindelfingen.

The new sales concept should particularly appeal to younger target groups.

Further pop-up stores are to follow worldwide.

Porsche is launching a new sales format in Germany: instead of just in the classic car dealership, the brand wants to show its presence in city centers and shopping centers with pop-up stores. Porsche wants to address younger target groups in particular.

Such a store, which is only supposed to open for a certain time, was opened last week in the Breuningerland shopping center in Sindelfingen, Baden-Württemberg. Porsche presents its Taycan electric sports car as well as other products and material samples in the store. Customers could also configure their dream car on site and view it using augmented reality technology and VR glasses, the automaker explains. The store is expected to remain open until the end of the year.

Abroad, Porsche has already tested the sales concept called “Porsche Now” several times. It started with the Brazilian Blumenau in 2018. Canada and Taiwan followed last year. Porsche plans to open further pop-up stores worldwide.

Porsche wants to address new target groups

“With Porsche Now we bring the offer to our customers, not the other way around. In a relaxed, urban atmosphere, we would like to increasingly target groups that have had little contact with the Porsche brand or shy away from going to the classic dealer, ”says Alexander Pollich, CEO of Porsche Deutschland GmbH.

With the concept, Porsche may also want to counteract a trend that worries many car manufacturers. Because new car buyers in Germany are getting older. According to an evaluation of the Verivox comparison portal, the average customer at Porsche is 53.2 years old, reported at the end of 2019.

The corona crisis also has negative consequences for the luxury car manufacturer. The German Federal Motor Transport Authority recorded a decline of 18.4 percent in the newly registered Porsche models in Germany from January to April 2020 compared to the same period in the previous year. In China, which is the most important market for the sports car manufacturer, demand collapsed temporarily, but seemed to be recovering recently. Last year, Porsche set a sales record worldwide with around 280,000 vehicles delivered.


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