Let’s ride: the future of Porsche comes to SXSW

The all-electric Macan arrives in the U.S. and more

April 3, 2024

It started as the new, all-electric Macan descended from the hills around Lake Travis.

It came together in downtown Austin outside Brazos Hall. And that’s how Porsche Full Service at SXSW was brought to life.

An immersive virtual road trip, Full Service told the Porsche story from past to present to future. A journey that actually started before guests set foot in Brazos Hall, the building having been repainted like a vintage gas station, updated to service electric vehicles. Guests then continued inside via the Pit Stop, went through the carwash, and found themselves in the courtyard of the Porsche Motel. Featuring a 356 roadster parked out front, the motel’s five doors held behind them five sensory surprises for guests to discover and take with them.

But the festivities didn’t stop there. Speakers from the Leading Women’s Panel—sponsored by Rimowa—and more held forth on topics like sustainability, carbon neutrality, and design among other things. There was even a panel on the importance of sound in motorsports. And speaking of sound, Full Service wrapped up with entertainment from Common, 9th Wonder, and DJ Diamond Kutz.

With the new, all-electric Macan, Porsche is firmly on the road to the future. Instant acceleration, incredible handling, and zero local emissions: we’re on the cusp of something very exciting. Which means things are only going to get better from here.

See it all at @PorscheUSA

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