The Porsche Experience Center Atlanta

In a digital age, physical experiences are rare and valuable. Consumers can have a hard time getting the touch and feel of a product when everything is online or automated. Porsche is bucking those trends with a large-scale commitment to consumer immersion at its two Porsche Experience Centers (PECs), where anybody can touch rubber to the track instead of just touching a screen. And it’s working. Less than three years after the biggest investment by Porsche outside of Germany, the two U.S. Experience Centers have now topped a combined 250,000 visitors who come to drive, shop and dine in a Porsche environment.

The model works as a way to connect with new audiences, a goal for every premium automaker. About 60 percent of PEC visitors do not currently own a Porsche, but after driving the centers’ tracks, 30 percent of non-owners say they are very likely to buy one. For others, Porsche becomes more memorable and aspirational once they’ve driven one. The average visitor is seven years younger than the average Porsche customer. And about one-quarter of visitors are under age 35.