Porsche Dealers Launch Digital Retail Pilot Program

By Mia Bevacqua

Digital automotive retail – an approach once reserved for companies like Carvana and Vroom – is becoming increasingly popular amongst franchised dealers. So much so, in fact, that even high-end brands, like Porsche, are jumping on the bandwagon. A collection of 25 Porsche dealers from across the country will participate in the company’s all-new online sales pilot program.

The platform makes buying a new or used Porsche easy. Customers simply select an in-stock vehicle from a local dealer and order it online. Nearly every aspect of the buying or leasing process, including F&I, is handled remotely. Buyers can upload photos of necessary documents, as well as pictures of trade-in vehicles. After everything is complete, just one trip to the dealer is required to sign the final paperwork.

“Physical and digital retail experiences have to work hand in hand, yet stay typically Porsche. Offering our customers an enhanced digital option for acquiring a Porsche makes this experience even more accessible and more convenient,” said Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG.

“Porsche is always looking for new ways to meet customer expectations,” said Klaus Zellmer, President and CEO of Porsche Cars North America, Inc. “For our dealerships, who are at the core of our strategic initiatives, we think this blend of digital and physical interaction with customers will only strengthen their business.”

Right now, only 25 of the 191 Porsche dealers in the U.S. are sampling the pilot program. But the automaker says a wider rollout is possible if things go well. Porsche dealerships in Germany are trying out a similar approach to digital retail, as well.