Porsche targets Brighton

Porsche has a new face in Melbourne and a second dealership in Victoria. Opened officially last night, Porsche Centre Brighton, doubles the number of official Porsche dealerships in Melbourne and (conveniently) is located in Australia's most Porsche-rich postcode.

Unlike Porsche Centre Melbourne, the new dealership (see our original report here) is operated by a franchisee. Indeed, the Nepean Highway, Brighton dealership is the first foray into premium brands for the Preston Motors Group.

Set to celebrate its centenary in 2012, Preston Motor Group is best known for its long association with Holden. The group also represents Mitsubishi, Peugeot and other brands.

The new Porsche dealership represents around $10m worth of investment for the group.

According to Preston Motors Group CEO John Bradley, the dealership heralds an important part of the group's evolution.

"It's a long-term investment for us... Sure, the economic times are tough but there's still opportunity out there. I guess when things are tough is when you find the opportunities.

"It's a fresh start, but there's more Porsches registered in Brighton than in any other postcode in Australia. And already before we've even officially opened we're attracting business," Bradley told the Carsales Network.

Porsche Cars Australia boss, Michael Winkler says the dealership will play an important part in the growth of the brand -- in particular, as it expands its Cayenne range (including a new turbodiesel model) and launches the new Panamera four-door sports sedan later this year.

"Our sportscar buyers will travel, but [Cayenne and Panamera] buyers will really only put you on the shopping list if they see you," Winkler explained.

"Though the situation is not as bad as Sydney, there are some perceived geographical barriers in Melbourne. Porsche Centre Brighton will address this issue."

According to Winkler, the new dealership's catchment area already accounts for up to a third of its local (state-based) volume.

"We have been considering establishing a dealership in the area for around five years. When we decided to work with the Preston group, things moved quite quickly," Winkler said.

The new Porsche Centre Brighton will be headed by Steve Ellett. Though new to Porsche, Ellett has over 20 years experience with other (Italian) prestige brands.

According to Preston boss Bradley, the Porsche venture won't be the last of the group's foray into the luxury brand area.

"When I came to the group nearly four years ago, I wanted to see an expansion of the portfolio of brands -- it [a mix of luxury and other brands] covers you through all situations because the industry is cyclical -- when one goes up another goes down.

"At the moment we not actively pursuing [other prestige brands], but I believe in the next six to 12 months there will be many opportunities arise... We're sitting back waiting for those opportunities," Bradley explained.

The new Porsche Centre Brighton is located at 855 Nepean Highway, Brighton (Vic).