Experience Centers Reach Over 250K US Drivers
Daily Slideshow: Porsche took a big financial gamble when they built a number of Experience Centers. But those efforts appear to be paying off in spades.
1. Tantalizing Proposition
While most automakers focus solely on the products they build, Porsche does things a little different. Just a few years ago, they set out to vastly improve an already excellent dealership experience, an effort that resulted in the creation of Experience Centers that offer up a truly tantalizing proposition. Pick a Porsche from the lineup, pay the corresponding fee, and you get to drive it around a track. Who can resist that?
2. Busting at the Seams
Porsche obviously invested a large sum of money in these Experience Centers, but that investment appears to be paying off in spades. In the U.S. alone, over 250,000 people have visited Porsche's Experience Centers in Atlanta and Los Angeles since they opened in 2015 and 2016, respectively.
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3. Creating New Customers
An astounding figure, no doubt. But perhaps an even more impressive stat is the fact that 60% of those visitors didn't even own a Porsche at the time they visited. And after trying one out on the track, a full half of those non-Porsche owners said they were more likely to buy one afterward.
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4. Attracting Younger Clientele
Even more encouraging, the average age of Porsche Experience Center visitors is a full seven years younger than the average existing Porsche customer. One-fourth of which are under the age of 35. This is critical for lasting brands such as Porsche as they seek to attract and maintain new customers.
>>Join the conversation about the Porsche Experience Center right here in Rennlist.com.
5. Doing Your Homework
It should come as no surprise then that Porsche did their homework on how to attract younger customers before they laid the foundation for their Experience Centers. They looked to a recent Harris Group poll that revealed 72% of Millennials would rather invest in experiences than things. That same study found that since 1987, spending on experiences and events relative to total U.S. consumer spending increased by 70%.
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6. Everything Porsche
Of course, Porsche's Experience Centers aren't just about getting the chance to drive one on the track. They're full-on, totally immersive centers with dining, retail stores, classic car displays, striking architecture, and driving simulators. The average visitor does book, at a minimum, at least a 90-minute coached driving experience, however.
>>Join the conversation about the Porsche Experience Center right here in Rennlist.com.
7. The Total Experience
Multiple TV shows and movies have been filmed at both the Atlanta and Los Angeles locations as well. Not to mention multiple marriage proposals, corporate outings, and birthday parties. Porsche has four other Experience Centers - Leipzig, Germany; Le Mans, France; Silverstone, England; and Shanghai, China. But the brand's American facilities are by far the most visited of them all.
>>Join the conversation about the Porsche Experience Center right here in Rennlist.com.
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