Porsche reaches a milestone in e-commerce: the online vehicle search is now available in 100 markets around the world; in 26 of them the vehicles can be ordered online.
In Canada, Porsche's own vehicle search was even introduced as an exclusive marketing platform for new vehicles in stock. In total, 94 percent of global dealers are already presenting their new and used cars on the digital marketplace. Around 16,300 vehicles are currently on offer there. At the same time, customer demand is increasing. Around 5,800 existing Porsche vehicles were sold via the online channel last year. That's more than triple compared to the same period last year, when about 1,700 units were sold online. Around 110,000 leads were generated worldwide on the platform. Compared to 2020, the value increased by 61 percent. Around 1.1 million users use the newly designed Porsche vehicle search every month.
In Europe, online vehicle sales have been available in all major markets since 2021. Strategic considerations play a role in the decision to open up additional markets. The customer clientele in the Netherlands, for example, is particularly online-savvy. Norway has been one of the fastest growing markets in Europe, especially since the all-electric Taycan. The online marketplace was launched in both countries last year and has since provided transparency about available vehicles locally.
"We are further developing our online vehicle sales with a clear customer focus," says Jacqueline Smith-Dubendorfer, Vice President Smart Mobility & Digital Sales. “Our customers can give us direct feedback on the digital marketplace. In addition, we are getting an ever broader picture of preferences. Within three months we collected more than 4,000 customer opinions and use them systematically to further improve our offer.”
The sports car manufacturer's omnichannel strategy
The engagement in e-commerce is part of the company's omnichannel strategy. This provides that customers can move seamlessly between the digital marketplace and stationary retail. “Our goal is to make Porsche products easily accessible anytime, anywhere. Both at dealers and online. We continue to network systems and processes, thereby ensuring a first-class omnichannel experience,” says Smith-Dubendorfer.
Porsche started online vehicle sales in Germany in 2019 and has steadily expanded since then. Local teams in China and the USA have recently been working on the platform. You can record market-specific customer requirements even more directly and implement suitable solutions as quickly as possible.