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Porsche Studio concept store opens in Brisbane

Porsche has joined the crowd of brands looking to communicate with buyers in new ways with its Brisbane Studio.

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Scott Collie
Scott Collie
Deputy Editor
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Porsche has joined the growing list of brands allowing buyers to experience, configure, and order a car away from the traditional dealership environment.

The new Porsche Studio Brisbane, located in the Automall West precinct at Indooroopilly Shopping Centre, includes a cafe for customers, a merchandise shop, and a “Fitting Lounge” where buyers can configure and order their car.

A range of cars will be on show, and test drive bookings will be on offer.

The Studio is part of a partnership between Porsche Centre Brisbane and dealer group Eagers Automotive. It’s the first of its kind in Australia, but part of a 20-strong global network of similar retail setups from Porsche.

“Our retail formats are evolving for the future, so it is exciting to see the first Porsche Studio in Australia now open,” said Daniel Schmollinger, managing director and CEO of Porsche Cars Australia.

The German sports car specialist is far from alone in looking at new ways to sell cars and reach customers in Australia.

The COVID-19 pandemic accelerated a push from the likes of Volkswagen into online sales, and new brands such as Cupra and Genesis – along with established players Honda and Mercedes-Benz – are selling cars under a fixed-price model Down Under.

A number of brands have also moved to managing the rollout of low-volume, high-demand cars centrally rather than on a dealer-by-dealer basis.

CarExpert has its own Experience Centre concept, which is coming to Melbourne during 2022.

Along with its first steps into non-traditional automotive retail, Porsche has recently launched a rental service in Australia.

Renters can access a car for a day, a weekend, or a week. The first rentals will be handed over next week, and the trial will last six months.

Initially, the Drive Rental program will be managed through Porsche Centre Melbourne in Collingwood. Anyone keen to get behind the wheel can book online.

Potential renters need to be at least 27 years old, and need to have held a driver’s licence for at least five years.

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Scott Collie
Scott Collie

Scott Collie is an automotive journalist based in Melbourne, Australia. Scott studied journalism at RMIT University and, after a lifelong obsession with everything automotive, started covering the car industry shortly afterwards. He has a passion for travel, and is an avid Melbourne Demons supporter.

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