Porsche Studio Singapore integrates unique features to create an enhanced Studio concept
Porsche has transitioned to a direct-to-consumer sales model in Singapore, which was initiated back in January 1, 2023, making it the only market globally where the manufacturer has full, direct control of its sales operations.
The new sales method introduced by Porsche in Singapore, which shifted from a traditional distributor model to a direct-to-consumer approach via Porsche Studio Singapore (in partnership with Eurokars Group), was generally considered “better” for customers seeking an immersive brand experience, convenience, and high-tech customisation.
Here are the key details of the shift:
Porsche established a joint venture with the Eurokars Group, named Porsche Singapore Pte Ltd, to manage sales and after-sales functions, effectively replacing the previous sole distributorship model held by Stuttgart Auto.
The traditional, large-scale showroom on Leng Kee Road was closed, replaced by a 8,500 square-foot Porsche Studio Singapore at Guoco Midtown on Beach Road. This studio is designed to be more of a “retail laboratory” focused on community, branding, and lifestyle, with limited space for vehicle display.
While Porsche Singapore takes control of the sales, the Eurokars Group continues to handle after-sales and service operations at their facility in Tanjong Penjuru.
The new sales model emphasizes an immersive experience, allowing for, but not focusing solely on, traditional sales. The studio features personalized configuration, digital displays, and a “delivery bay” experience for new owners.
The move aims to directly connect with customers and control the brand experience in a high-footfall, urban environment, rather than a traditional suburban car dealership belt.
This shift reflects a wider trend among premium automakers in Singapore to move away from traditional dealer models towards direct, experiential retail, with Porsche often using this new, tighter control to test new customer initiatives.
The Studio uses “Porsche Pros” and “Studio Hosts” focused on brand experience rather than just immediate sales, aiming for a more relaxed, educational, and high-touch experience. As a joint venture, Porsche has direct control over the sales process, ensuring brand standards are met.
However, it does not necessarily offer lower prices or significantly faster car availability, as it is designed to enhance the premium, experiential aspect of purchasing rather than the cost.
But this new method excels in offering a premium, highly curated brand experience and seamless digital integration, which many luxury car buyers value. However, the direct-sales model means less room for price flexibility or negotiation that might be present in a traditional, competitive dealership market.
