LOS ANGELES — Porsche is exploring a future beyond the all-in-one dealership as the brand looks to attract the next generation of car buyers.
The sports car maker plans to enlist its U.S. dealers to roll out a boutique retail concept, called Studios, that is less about pushing metal and more about brand-building, Porsche Cars North America CEO Kjell Gruner told Automotive News on the eve of the Los Angeles Auto Show last week.
It's a retail approach being adopted in varying degrees by luxury automakers, including Tesla, Polestar and Mercedes-Benz.
Porsche expects its first U.S. Studio to open early next year in Portland, Ore., followed by a "handful" more in the next few years. Studio locations have opened in Asia and Europe.