PORSCHE TRIALS ‘ON DE­MAND’ OWN­ER­SHIP IN OX­FORD

Porsche Life ‘pop-up’ puts a new spin on the age old test drive

911 Porsche World - - News And Views -

Porsche has cho­sen the open­ing of its lat­est Porsche Life ‘pop-up’ shop in the West­gate Mall in Ox­ford to put a new spin on the tra­di­tional test drive ex­pe­ri­ence. Known as ‘Drive a Porsche’, the trial ser­vice makes it pos­si­ble for en­thu­si­asts to hire one of Stuttgart’s finest for a week­end drive. The idea is to al­low Porsche to ex­plore how driv­ers might re­spond to sim­i­lar ‘on-de­mand’ own­er­ship op­por­tu­ni­ties.

Two mod­els are on of­fer, the 365hp 718 Boxster GTS and the plug-in Cayenne E-hy­brid with its 462hp petrol-elec­tric pow­er­train. The scheme is be­ing run for a limited pe­riod from 30 Novem­ber un­til 23 De­cem­ber. Pric­ing for ‘Drive a Porsche’ ranges from £175 to £500. Vis­i­tors in­ter­ested in par­tic­i­pat­ing need only to swing by the ‘Porsche Life’ pop-up store in the West­gate Mall to make a week­end book­ing of their choice.

The pop-up lo­ca­tion it­self is also some­thing of an ex­per­i­ment. De­scribed as a re­lax­ing and in­for­mal en­vi­ron­ment, dif­fer­ent ex­pe­ri­ence ar­eas within the pop-up are pre­sented in the con­text of a liv­ing room, lounge area and home of­fice. Key el­e­ments of what de­fines a Porsche are avail­able for in­ter­ac­tion. That in­cludes an ex­plo­ration of the ‘Sound of Porsche’ and ges­ture con­trol screens that open up the world of Porsche.

Porsche says each vis­i­tor ex­pe­ri­ences Porsche Life via in­ter­ac­tive pre­sen­ta­tions de­signed to span the breadth of Porsche’s his­tory and cel­e­brate the mar­que’s 70th an­niver­sary year. These in­clude in­sights into the Le Mans-win­ning 919 Hy­brid LMP1 race car and also hints to­wards Porsche’s lit­er­ally elec­tri­fy­ing fu­ture in the form of the Tay­can, Porsche’s first all-elec­tric model due out in 2019.

A cen­tre­piece of the dis­play is a large, one-third scale model of the 2015 Mis­sion E con­cept car, rep­re­sent­ing a sneak pre­view of the forth­com­ing Porsche Tay­can bat­tery elec­tric sports car. An aug­mented re­al­ity ap­pli­ca­tion en­ables vis­i­tors to bring it fully to life, of­fer­ing a vir­tual ex­pe­ri­ence to­day of the Porsche tech­nol­ogy of to­mor­row. As part of a col­lab­o­ra­tion with Google, Porsche has de­vel­oped the AR app which al­lows the user to dig­i­tally dis­cover the tech­ni­cal se­crets of Porsche’s first elec­tric car.

Porsche says the pop-up in­volves no overt sales process in place. In­stead, each Porsche Life pop-up is de­signed around the con­cept of an in­no­va­tive, ur­ban meet­ing point, and to share a cof­fee and the Porsche spirit with fel­low en­thu­si­asts. Of course, that doesn’t quite mean that money def­i­nitely won’t change hands. Those wish­ing to leave with their own piece of ‘Porsche Life’ on the day will be able to pur­chase items drawn from the Porsche Driver’s Se­lec­tion, in­clud­ing ev­ery­thing from keyrings to a Porsche faith­fully repli­cated in scale model form.

Porsche’s lat­est ‘popup’ shop/ex­pe­ri­ence in Ox­ford al­lows po­ten­tial cus­tomers to hire a Porsche for the week­end

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