Opening of the first Porsche Studio in the Middle East
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Opening of the First Porsche Studio in the Middle East
On January 29th, we were in Beirut to attend the opening of the first Porsche Studio in the Middle East. Located just 45 seconds away from the Four Seasons Hotel, this studio aims to deliver a new retail experience to its valued clientele in Lebanon. If you’d like to learn more about what the Porsche Studio offers and read our detailed discussion with Deesch Papke, CEO of Porsche Middle East and North Africa, continue reading. For those interested in how we managed to snag a selfie with him, head to the very end of this article.
Understanding the Concept of a Porsche Studio
What is the fundamental background of a Porsche Studio? Deesch mentioned that not many years ago, customers visited the showroom around 8 times before purchasing a car. If you’re over forty, this might resonate with you. But how many times did you visit the showroom before buying your last car? Recent statistics show this number has dramatically declined to no more than twice, which is a game changer for dealers worldwide.
The reason for this change is obvious: it’s the internet. While it may sound nostalgic to refer to the internet as a game changer, we at YallaMotor understand its impact better than most. During the research phase of an automotive purchase, users prefer browsing third-party websites, which they find more trustworthy, before visiting the dealer’s website and entering an actual showroom.
The New Buying Experience
Nowadays, potential buyers often enter showrooms fully informed, sometimes knowing more than the sales personnel. Consequently, dealers need to explore innovative ways to draw people into their controlled environments (the showroom) and provide experiences that cannot be replicated on a computer screen.
If you are a current Porsche owner, a potential buyer, or simply wish to experience the Porsche lifestyle without having to own a car, visit the Studio for an authentic Porsche experience. The Studio feels like a living room adorned with the car of your dreams. For a sneak peek of the studio, watch the video below, and stay tuned for the full article about the 2018 Porsche Cayenne, which Anas Kiblawi attended the launch for in Fujairah!
Customization and Merchandise
Inside the studio, apart from cars, customers can select how to customize their Porsche, from the color of the key to the design of the rims, the shade of the exterior, and the interior design. Additionally, brand merchandise such as wallets, iPad protectors, card holders, espresso cups, and more are available for purchase.
Charging Station and Customer Experience
Alongside the Porsche Studio, the brand has opened a charging station for its e-hybrid range, which is an excellent initiative. Visitors can charge their cars, explore merchandise, check out the latest models, engage with specialists, and enjoy exquisite coffee in the on-site café.
Attention to Detail
If you live in Beirut or plan to visit the Porsche Studio soon, pay close attention to the details and feel free to ask the friendly staff any questions. Everything in the studio is carefully curated, from the wall colors to the lighting and vehicle displays. For instance, there is a red line across the showroom that is not just any red but the exact shade of GTS red. This symbolizes the connection between the building and the cars.
The Future of Porsche
When discussing the brand's electric direction, Deesch stated, “For the time being, we will have a combination of combustion engines, hybrids, and fully electric models. Given the nature of our markets, we cannot expect to transition to electric overnight.” He raised crucial questions about what constitutes a "green" electric car, emphasizing the importance of power stations, infrastructure, and the sources of electricity generation. If electric cars are charged using non-efficient energy sources, we might be regressing as a society.
Will more of these studios open in the GCC? The answer is a confident “absolutely!” However, they do not have a timeline yet.
PS: About the selfie. After a delightful round table, other colleagues gathered to take pictures with Deesch, and when I approached him, he suggested we take a selfie. This shows how cool and approachable he truly is.
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