STUTTGART - Porsche plans to establish a series of wholly owned sales centers in major cities around the world, including New York and Tokyo.
The centers are part of a strategy aimed at diversifying Porsche's marketing approach and attracting younger buyers.
The first will open in Stuttgart late next year.
As many as five could be built, though details won't be announced until later this year.
The project is headed by Hans Riedel, Porsche's sales and marketing vice-president.
The centers will operate separately from existing dealerships. They will be designed with upbeat themes that fit with the company's products and motorsport activities.
'The idea is to get away from the normal dealership atmosphere and offer potential customers an experience they will tell their friends about,' said a spokesman. 'We want to push the Porsche lifestyle angle more and convey that we are more than just another company building fast cars.'
Porsche wants to add a sport-utility vehicle and possibly a minivan to its range and will need to attract new kinds of customers.
Porsche first offered to work with existing dealers on the new centers. However, the high cost of establishing stand-alone sites is understood to have caused dealers to decline. Porsche now plans to take full financial responsibility.