Porsche is launching online car sales in Europe and the U.S. as the automaker seeks to attract younger customers.
The automaker has opened a digital sales channel in Germany that allows customers to buy new and pre-owned cars.
Porsche is also launching digital retail in the United States, with 25 of the 191 U.S. Porsche dealerships currently offering in-stock new and certified pre-owned cars through an online pilot program.
The online sales will be rolled out across Europe and in China, Porsche said in a news release.
Customers can choose a vehicle online and carry out the most important purchasing steps online. The final conclusion of the contract and vehicle collection will take place at one of the company's 88 German dealerships.
"I am assuming that about 10 percent of our vehicles will be sold online in Germany in 2025," Alexander Pollich, Porsche’s sales chief for Germany, told Automobilwoche, a sister publication of Automotive News Europe.
Online sales will only include new and used cars that are immediately available at dealerships.
Once the customer has selected a car and placed it in his shopping basket, they can choose between a purchase or a lease. The owner can also trade in his old vehicle. When the online ordering process is complete, 2,500 euros is billed as a deposit. The car is then set aside and is no longer available for sale.
The final contract is concluded with the responsible Porsche dealer or Porsche Financial Services. The prices are fixed, and the particular dealer has pricing authority. This eliminates the negotiations that are especially the rule in dealership used-car transactions.
Porsche intends to use the new approach to reach new classes of buyers.
"Online sales offer the opportunity to appeal to younger, more digitally inclined buyer groups," Pollich said.