The automotive industry has traditionally stuck to its lane, but major manufacturers are starting to expand into industries completely out of their area of expertise. We recently covered the news that Tesla is making its own beer (instead of getting the Cybertruck ready for production), and BMW is officially entering the music festival industry. As if 2021 hadn't thrown enough curve balls, Porsche has now made the announcement that it is going into the hotel business in collaboration with German hospitality brand Steigenberger. The plan is to have at least 15 Steigenberger Porsche Design Hotels in metropolises across the globe by 2027.

The hotels will be inspired by Porsche's already established Porsche Design lifestyle brand and promise to be a rather classy affair. According to Steigenberger, there is a ton of investor interest in the new venture, and the group plans on establishing 15 hotels in major metropolises such as Shanghai, London, Dubai, and Singapore.

"Steigenberger Porsche Design Hotels creates a brand which marries the design philosophy and values of the exclusive Porsche Design brand with the hospitality and service quality of a Steigenberger hotel. Our joint goal is to establish a new hotel product for a global target group which seeks uniqueness and which has the highest aspirations regarding quality," said Marcus Bernhardt, CEO of Steigenberger Hotels AG/Deutsche Hospitality.

Porsche's move into the hotel industry is a big one, but smaller manufacturers such as Rivian are also shaking things up with its lifestyle-based retail hubs. For many loyal customers, their choice of car is a direct reflection of their lifestyle and as such, car manufacturers are expected to trickle down their brand essence and vision into uncharted territories. All we know is that whatever Porsche touches usually turns to gold, just look at its first-ever EV, the Porsche Taycan, and these hotels are bound to be the epitome of class and sophistication.

"Steigenberger Porsche Design Hotels will boast an unusual and exceptional spatial and lighting concept. Innovative rooms and suites will feature a singular design and interior which captures the spirit of the environment. Travelers in search of extraordinary experiences will be able to find Steigenberger Porsche Design Hotels at some of the world's most breath-taking locations," said Dr. Jan Becker, CEO of Porsche Design Group. We'll have the honeymoon suite, thanks.