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New retail concept “Destination Porsche” launches in “Yangcheng” as Guangzhou welcomes its fourth Porsche CentrePorsche China continues to enhance dealer network

Porsche Centre Guangzhou Baiyun is the newly established Porsche Centre built under the “Destination Porsche” concept, representing a new design concept, enhanced customer experience and an exciting digital lifestyle.
The new positioning further extends the boundaries of the traditional 4S shops, creating an experience centre for all Porsche enthusiasts to visit with family and friends at any time.
The new “Community Experience” aims to make the Porsche Centre a space for Porsche owners, fans and enthusiasts to connect.
Porsche Centre Guangzhou Baiyun, with investment from Meidong Auto, celebrated its grand opening on November 11, offering the world-renowned Porsche products and services to Guangzhou and the surrounding areas.

Guangzhou/Shanghai. Guangzhou welcomed the grand opening of the city's fourth Porsche Centre – and the 20th in Guangdong province – on 11 November 2021. As the first newly established Porsche Centre under the “Destination Porsche” concept in China, it has been completely upgraded in terms of its functional positioning and all services, to ensure a comprehensive new retail experience for customers. The opening of Porsche Centre Guangzhou Baiyun is a milestone in the progressive implementation of “Destination Porsche”, providing customers with more ways to experience the Porsche brand and reflecting the growing sophistication and evolution of the Porsche dealer network.On the opening day,Dr. -Ing. Jens Puttfarcken, President and CEO of Porsche China; Mr. David Xiao, Chief Operating Officer of Porsche China; Mr. Michael Ramsey, Vice President Omni-Channel Management and Development of Porsche China; Mr Sky Qiao, Vice President of Marketing of Porsche China; Mr. Julian Zhu, Director Region South of Porsche China; Mr. Ye Tao, representative of China MeiDong Auto Holdings Limited; Mr. Li Qunli, General Manger of Porsche Centre Guangzhou Baiyun; were onsite along with many other guests and members of the media to witness this memorable moment and catch a first glimpse of the latest state-of-the-art technology on offer.

Porsche Centre Guangzhou Baiyun, with investment from Meidong Auto, is located at No. 861, Baiyun Avenue North, Baiyun District, Guangzhou Cityand covers a floor area of 10,520 square metres. The newly built Porsche Centre under the “Destination Porsche”concept, combines automotive retail and service, brand exhibition and entertainment functions, becoming a real “destination” for Porsche brand enthusiasts through a variety of themed modules. The "Highlight Car Exhibition Area" and "Electric Car Exhibition Area" showcase Porsche's design heritage; the relaxed and welcoming "Gathering Space" provides a community experience for Porsche customers and fans as a broader communication platform; the "Library" and "Motorsport" introduce the history and glory of Porsche motorsport and allow enthusiasts to participate in racing experiences. The second floor also features a “Kidsland” and a “Salon”, providing customers with a full range of services.

Guangzhou is the capital of Guangdong Province, also known as “Yangcheng”, and is an important international trade centre and comprehensive transportation hub. It is the nation’s southern gate to the world, as well as the centre of the Guangdong-Hong Kong-Macao Bay Area and the Pearl River Delta Economic Zone. The city's strong economic foundation and passion for sports car culture have made Guangzhou a key player in Porsche’s dealership network and laid the groundwork for the “Destination Porsche” pilot project in China. On the opening day, Dr. -Ing. Jens Puttfarcken, President and CEO of Porsche China, expressed his heartfelt gratitude to investor Meidong Auto, "As our trusted long-term partner, Meidong Auto has provided full support during the establishment and operation of Porsche Centre Guangzhou Baiyun." Mr. Ye Tao, representative of the investor, also said, "We have always been a loyal follower and supporter of the Porsche brand. We are confident that Porsche Centre Guangzhou Baiyun will be actively integrated into the local development and bring new experiences to Porsche owners and enthusiasts in this region."

The Development of “Destination Porsche”

The concept for “Destination Porsche” is based on changing customer needs. It aims to communicate with specific target groups through a broader product line-up with a higher degree of personalisation and flexibility. The Porsche Centre of the future will consist of different themed modules with digital scenarios to help solve customer problems and facilitate a better understanding and experience of the brand.

In March 2019, the first prototype of the new concept held its grand opening in Palm Springs, California, USA, showing the way for future changes within the framework of “Destination Porsche”. In April 2020, As the first global refurbishment pilot project to implement the new concept, Porsche Centre Hangzhou Binjiang celebrated its re-opening with a special online event, which set an ideal upgrade model for all existing Porsche Centres worldwide. And this November, with the successful opening of Porsche Centre Guangzhou Baiyun, Porsche has introduced more offline experiences to expand its channels and ways of communicating with consumers. People can also visit the site to enjoy a more immersive journey through the history of Porsche's legendary cars.

“Destination Porsche” unites people’s imagination for the future, representing a new design concept, enhanced customer experience and an exciting digital lifestyle. It will play a core role in Porsche’s future retail strategy and will be a significant vehicle to communicate with customers. In the global context, the concept will be implemented across 850 existing Porsche Centres over the next decade, meeting the evolving needs and expectations of more consumers. Digital advances will also contribute to Porsche's electrification and carbon neutrality strategies, helping the brand to achieve long-term sustainability.

11/12/2021

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