Porsche Online Marketplace Now Includes US New Car Inventory

Porsche Expands Online Marketplace to Include New Vehicle Inventory

Porsche Cars North America has integrated its complete stock of new vehicles into its digital marketplace. This strategic move is designed to align with evolving consumer preferences and the growing trend towards online car buying.

Initially launched in May 2020, the Porsche Finder platform originally focused exclusively on pre-owned and certified pre-owned vehicles.

Enhanced Search Capabilities

Customers can now utilize the platform to browse the full range of new models available from Porsche’s 193 dealerships across the U.S. The search functionality allows filtering by vehicle model, generation, price, available equipment, packages, and exterior colors.

Beyond vehicle discovery, Porsche Finder offers integrated tools to assist with the purchasing process. These include features for estimating trade-in values and a payment calculator for comparing leasing and financing options through Porsche Financial Services.

The Rise of Digital Commerce in the Automotive Industry

The adoption of online product search platforms is a well-established trend. The COVID-19 pandemic significantly accelerated this shift, making digital platforms essential for businesses seeking to reach customers.

However, traditional automakers like Porsche face the challenge of balancing customer demand for online convenience with the needs of their established dealership networks.

Maintaining the Dealership Experience

Unlike some newer automotive brands, Porsche maintains a dealership-centric sales model. The company, like Tesla, Lucid Group, and Rivian, does not employ a direct sales approach.

“The dealership remains central to our operations,” stated Kjell Gruner, President and CEO of PCNA, in a recent discussion. “We strongly believe in the value of personal interaction – making eye contact and understanding a customer’s needs through body language. Our vehicles are also inherently tactile experiences.”

Dealer Participation and Digital Adoption

Full participation from all 193 Porsche dealerships has been secured for the Porsche Finder tool. Gruner noted a spectrum of comfort levels regarding digital commerce among dealers.

“There’s always a mix of early adopters and those who are more hesitant,” he explained. “The pandemic served as a catalyst, encouraging greater willingness to embrace digital tools and leverage them for business growth.”

The expansion of Porsche Finder demonstrates the company’s commitment to providing a seamless and comprehensive online experience while preserving the importance of its dealership network.