Australia’s first Porsche Studio opens in Brisbane
German sports car brand’s new urban retail concept arrives Down UnderAustralia’s first Porsche Studio officially opened this week in the inner-west Brisbane suburb of Indooroopilly.
Marking a new urban retail concept for the German sports car brand locally – and the wider shift in the traditional premium auto retailing model, as evidenced by inner-city boutique stores from Tesla, Genesis and, most recently, Lexus of Tasmania – Porsche Studio Brisbane is the 20th Porsche Studio opened globally since 2017.
As part of its Future Retail strategy, Porsche says its Studio concept – which may be expanded to other Australian capital cities – aims to attract new and younger customers, as well as repeat buyers, by “bringing the product offering to the customers and not the other way around”.
Launched in conjunction with Porsche Centre Brisbane and Eagers Automotive, Porsche Studio Brisbane is situated within the Automall West precinct at the Indooroopilly Shopping Centre.
While Porsche sports cars are on display and test drive bookings are available, a Fitting Lounge allows customers to individually configure and order vehicles.
Potential buyers are also offered a private cafe and Porsche Lifestyle merchandise.
Porsche Cars Australia managing director and CEO, Daniel Schmollinger, said the new retail space is designed to focus on showcasing Porsche innovation and maximising customer convenience by offering a high-quality experience and enjoyable opportunities for contact with the brand and its products.
“Our retail formats are evolving for the future, so it is exciting to see the first Porsche Studio in Australia now open,” said Schmollinger.
“We opened our first ‘Destination Porsche’ dealership late last year, and now our first Porsche Studio. These new and exciting touchpoints give us different way to interact with our Porsche owners, both new and existing.
“The Porsche Studio is a great place for likeminded people, be they Porsche owners or fans, to meet and interact with our brand, products and technology.”
Related: Lexus shakes up premium dealership model – in Hobart
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