In the Breuningerland Sindelfingen near Stuttgart, Porsche opened its first German sales pop-up store together with the Hahn Group that specialize in industrial automation and robotics. The Hahn Group will be presenting and selling Porsche vehicles there until the end of the year under the name “Porsche NOW”.
“Porsche NOW” is a flexible, short-term retail concept that was designed for high-traffic city centers and shopping malls and is primarily intended to appeal to 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,” said Alexander Pollich, CEO of Porsche Deutschland GmbH.
“We are pleased to be able to add an innovative pop-up concept to our five Porsche Centers. In the middle of one of the most popular shopping centers in the Middle Neckar region, we are creating an attractive contact point for our customers and interested parties,” says Steffen Hahn, managing partner of the Hahn Group.
The new sales pop-up store has an area of around 170 square meters and impresses with its open, modern furnishings and different themed worlds. The focus is on the fully electric Porsche Taycan as part of the “E-Mobility” area. The Porsche brand and its products can be experienced both physically and via digital elements. Store visitors can configure their individual dream car live and then see it using augmented reality technology or with the help of VR glasses. Digital displays in the store show online sales of immediately available Porsche sports cars from the Hahn Group. In addition, customers can choose from various color and material samples in the sales pop-up store, get advice from a seller or relax in the modern lounge.
Special hygiene and safety measures in times of the coronavirus
To protect all visitors and employees, special attention was paid to the hygiene and safety standards in the store. For example, an innovative medical technology system frees the air from viruses, bacteria, germs and odors. Disinfectants and counter protection ensure the necessary hygiene on site, floor markings draw visitors’ attention to the minimum distance to be observed.
Central concept with a focus on the market
With its temporary character, “Porsche NOW” is one of the future retail formats in which the offer comes directly to customers and new target groups. The basic concept is provided by Porsche; the worldwide sales companies and their dealers implement it in the respective markets.
The Sindelfingen location is the sixth sales pop-up store in the world designed according to this concept – “NOW” stands for seizing the moment. In 2020, numerous other sales pop-ups are planned worldwide – especially in Europe and Asia.