Porsche is aiming to reach out to new, younger target groups with a new emphasis on urban retail formats.

The new Porsche Studios and Porsche NOW sales pop-ups have seen high success in 2021, brining the brand to the customer instead of the other way round.

Six Porsche Studios and 11 temporary Porsche NOW sales pop-ups were opened by around the world in 2021 - an average of more than one new site per month. The concept behind the Future Retail sites was also refined over the course of the year, with many now offering a particularly inviting atmosphere similar to a boutique, and equipped with digital applications for a new, complete customer experience.

In total, 17 Porsche Studios and more than 20 Porsche NOW sales pop-ups have been set up in 23 countries to date, creating new points of contact with the brand. And the network is set to become even bigger, with current plans to have overall more than 25 Porsche Studios in high-footfall top city locations by 2023. One example of this will be the opening of a Porsche Studio in Portland, in the U.S.A state of Oregon, in early 2022 - the first in North America.

"With the urban sales formats, we have sought and found new ways to reach customers," says Marco Kana, Director Sales Retail at Porsche. "Whether it is a Porsche Studio or one of our Porsche NOW sales pop-ups, these innovative formats offer easy access to the brand and are ideally suited to developing contact opportunities with new target groups. We will continue to develop these innovative retail formats over the coming years."