Porsche NOW opened at San Jose’s Santana Row in early October 2024.
Porsche, a leader in performance luxury vehicles, is redefining its market strategy through an innovative retail concept known as Porsche NOW. This initiative is a move towards expanding its physical presence and a significant part of Porsche’s transition into electric vehicles, aiming to enhance brand visibility and interaction in urban centers.
The most recent Porsche NOW pop-up opened earlier this month in San Jose’s Santana Row. With the automotive industry at a pivotal shift towards sustainability, Porsche is aligning its brand with the future of mobility—electric vehicles. Introducing models like the all-electric Macan and Taycan is a testament to Porsche’s commitment to innovation and environmental responsibility. John Cappella, executive vice president and COO of Porsche Cars North America explains, “Porsche NOW is a temporary, urban, inspiring brand and sales format. We saw an opportunity to raise brand awareness for newcomers and forge loyalty among existing customers in creative city districts. Our aim is to become part of the local community by using state-of-the-art touchpoints combined with customer-oriented offers that extend beyond vehicles and inspire the lifestyle of Porsche dreamers.”
These pop-up stores are strategically placed to attract a diverse crowd, offering a unique blend of community engagement and direct brand experience that emphasizes Porsche’s move towards electrification. The design and operation of these stores are tailored to reflect the brand’s core values of innovation and sustainability, creating a narrative that resonates well with environmentally conscious consumers.
Porsche NOW Success In Canada
Porsche NOW in Ottawa’s Landsdowne area opened in July 2024.
The Canadian market has shown promising receptivity to the Porsche NOW concept, with the country already home to five locations across Montreal, Ottawa, and Vancouver. Ottawa’s Lansdowne Park pop-up, run by Mark Motors Porsche, features various reusable fixtures and walls painted in a stunning dark violet called Provence, a new signature color for the brand.
Although local dealerships own and operate each store, the design is centralized across all locations. “Because sustainability is important to the Porsche brand, we decided to make our sustainability efforts visible in the design of our Porsche NOW sales pop-ups globally. The idea is to keep the rented area in the same condition as when we took over, with some paintwork but no big plasterboard construction and any necessary partitions made from paper rolls. This material is easy to source and can be used in many ways. In the end, the set can be used several times, with the paper rolls simply being recycled,” shared Maryam Djavadi, vice-president of customer experience at Porsche.
This approach underscores Porsche’s commitment to environmental stewardship and appeals to a demographic that values sustainability. The interiors of these stores feature a blend of natural materials like conifer wood and maritime pine, contrasting with the typically glossy aesthetics of luxury car showrooms, creating a warm, inviting atmosphere. Djavadi further elaborates on the customer experience, “A variety of digital touchpoints, plus some inspiring content, create an ambiance and atmosphere that invites visitors to really explore the Porsche brand.”
Expanding Into The US Market
Porsche NOW San Jose features warm earthy tones, reflective of the local California nature.
The five Canadian locations opened in July, San Jose opened earlier this month, and Laguna Beach will open in December. These new locations are strategically chosen to capture California’s vibrant, tech-savvy populations, often early adopters of new technologies and sustainable lifestyles.
The San Jose showroom has elements similar to the Canadian locations but with a California vibe, showcasing warmer and tropical tones. Located in one of the country’s top shopping centers and owned by Porsche Stevens Creek, the site aims to attract trendy local shoppers. It’s up to local dealerships to invest in these retail spaces, meaning each has its own identity.
The entry into the US is seen not just as a business expansion but as a crucial step towards interacting with potential customers in their neighborhoods, offering them firsthand experiences of Porsche’s new electric models and a taste of the lifestyle associated with the brand. The initiative serves as a gateway to introduce the Porsche brand to a younger, environmentally aware audience, potentially fostering a new generation of Porsche enthusiasts.
Porsche NOW San Jose also features various merchandise available for purchase.
The strategy of retail stores for brand building and customer acquisition is common amongst electric vehicle brands. For instance, Tesla has been opening and operating retail stores for many years, with more up-and-coming electric vehicle brands like Polestar, Lucid Motors, and Rivian following suit. Most recently, Rivian opened a showroom in Boston’s Back Bay, which puts the company at over 15 showrooms across the US and Canada, most of which have opened in the last couple of years.
As Porsche continues to navigate the evolving automotive landscape, retail will be vital in capturing and maintaining a younger, rising customer. A customer that values quality, legacy, and sustainability.
