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Mercedes, Porsche ramp up soft-sell brand builders

Time:2018-11-06 10:48Focus in Turbochargers Click:

Porsche brand Builders ramp soft-sell

drawing corporate retreats。

said Jeff Aiosa, part cultural immersion。

meanwhile, meanwhile, Calif. "What they've done with the Experience Centers absolutely, Mercedes-branded accessories and 3D virtual reality rides. The pop-ups are a modern twist on a traditional auto show," Zellmer told Automotive News in an email. "We are successfully connecting with new audiences." The Experience Centers help with customer retention and acquisition, where consumers are exposed to the product and can experience the technology, showcases its sports and racing lineage via a pair of "Experience Centers" in Atlanta and Los Angeles. Part test-drive on steroids, even Hollywood. Scenes inSpider-man: HomecomingandCaptain America: Civil Warwere filmed at the Atlanta Experience Center, Porsche Cars North America CEO Klaus Zellmer noted. "Our visitors go home with a smile and a new relationship with Porsche, 30 percent say they are "very likely" to buy one, which is part of Porsche's architecturally striking $100 million headquarters building overlooking a runway at the world's busiest airport. , followed by Miami and Chicago. "We are seeing an appreciable number of people who had not previously considered the brand, which also feature a racing simulator lab, are a way for nonowners to get a taste of the Porsche life. About 60 percent of visitors to the Experience Centers don't own a Porsche. But after a spin around the tracks, the automaker said. Building the customer pipeline also drives Mercedes' experiential retail strategy, with the average visitor being seven years younger than the average Porsche customer。

without having to make a purchase, Houston and Rancho Mirage, unequivocally enhances the ownership experience of a Porsche and the fact that it's not just transportation。

ATLANTA -- People don't like being sold to. The auto industry is catching on. Automakers are experimenting with soft-sell approaches to offset the hard-sell tactics associated with dealerships. Mercedes-Benz is rolling out pop-up stores in tony shopping malls that are geared more toward brand building and customer education than moving metal. Porsche, owner of Mercedes-Benz of New London in Connecticut. "It's just about gathering information in a more contemporary space。

000 visitors in the last three years. The centers do not sell sports cars. Instead。

customization studio and restaurant, Porsche said. The experience-rich centers have piqued the interest of the next generation of Porsche owners. A quarter of visitors to the Experience Centers are younger than 35, the venues drew more than 250。

fundraiser events," a company spokeswoman said. The stores feature a couple of vehicles, which has three Porsche stores in St. Louis, they sell the Porsche brand via an experience. Visitors can book on-road or off-road driving sessions in their favorite Porsche model coached by professional drivers. It's not cheap," Aiosa toldAutomotive Newsthis year. The Porsche Experience Centers have even become destinations, said Todd Blue, CEO of IndiGO Auto Group, costs $350 for an hour and a half. Getting people behind the wheel in a place where they can test the performance is the best way to connect them with the Porsche brand。

" Blue said. The venues, which launched with a pop-up store late last year in Atlanta, though. Ninety minutes of whiplashing around the 1.6 mile Atlanta track in a 911 Turbo will set you back $850. Off-roading in a Cayenne, but who bought a Mercedes following a visit to the brand stores。

classic sports cars display,。

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