Porsche is changing the way customers buy its cars.
For decades, the traditional car sales model involved physically going to a dealership, conducting a test drive, and, negotiating a final purchase price. Most buyers never found this appealing, but thanks to new technologies this process is quickly becoming a thing of the past. Buying new and used vehicles can now be done entirely online from the comfort of one's home. The coronavirus pandemic has forced automakers to move faster in developing platforms for easy online shopping.
Porsche foresaw this new trend over a year ago when it launched its online sales pilot program in Germany and today it has announced it's expanding to eight more European countries.
Buyers in Spain, Portugal, Switzerland, Italy, France, Poland, Slovenia, and Estonia can now begin buying new and used Porsches directly from dealers through a dedicated online sales channel. The UK will be added in the near future. "The sales figures and positive feedback from customers and dealers are proof that we have paved the right way for digital car sales in the future with our online sales strategy," said Barbara Frenkel, Vice President of European sales.
The online program is available for all models, whether it's a Porsche Macan or a track-focused model like a 911 GT3. The platform will later be expanded to be a marketplace for all Porsche products and services. Last year, Porsche initiated a US online sales pilot program involving 25 of its 191 dealerships, and chances are this will soon expand.
China, a major market for Porsche, has its own online sales platform through a partnership between the automaker and WeChat, the country's most popular app. Porsche has been monitoring online sales trends for quite some time. In Italy, for example, 40 percent of online buyers are new to the brand and over 90 percent of sales are used cars, and the Porsche 911 is the most popular model sold online.
Porsche adds its new platform will be adapted accordingly based on an analysis of customer behavior but no details were provided. "We see enormous potential in e-commerce and intend to further strengthen and expand our worldwide digital business presence in partnership with the Porsche dealership organizations," says Martin Urschel, Vice President Smart Mobility and Digital Sales.