UK’s first Destination Porsche opens
The venerable Porsche Centre Reading has been transformed into the country’s first ‘Destination Porsche’ – a retail destination for enthusiasts and customers alike.
For 35 years, Porsche Centre Reading, located just off the M4 in Calcot, Berkshire, has proudly stood as Porsche GB’s headquarters, the primary Porsche showroom of the 45 sites in the UK.
Following a lengthy programme of redevelopment work, the site has been transformed into the UK’s first Destination Porsche – a location offering not just a sales venue but what Porsche calls a “brand experience”. Porsche can trace its history with the Calcot facility back to 1985, but its history with the area began in 1977, while the ribbon on its latest incarnation was cut in mid-October.
The Destination Porsche concept is intended to entice customers, friends and fans of the brand through the doors to experience Porsche in an engaging way. From new customers searching for advice, to enthusiast members of the Porsche community who want to meet like-minded individuals, the idea provides a driving destination for current and future Porsche drivers alike.
As a result of the works, the Reading showroom has more than doubled in size to over 2,000 square metres, enabling up to 31 Porsche cars to be displayed. While its aluminium exterior and interior architecture resemble existing Porsche Centres, there’s a mixture of fresh design features that help to generate a new emotive atmosphere.
The reception area has an intentional lounge feel, while a larger workshop features six workshop-inspection ramps. These are visible from the main space via a large glass partition, alongside two ‘Direct Dialogue Bays’ designed for customers to be provided with a one-to-one walkaround of a car. In essence, the aftersales area has become part of the showroom, similar to the open kitchen concept in a restaurant. Now with 18 ramps in total, the service department’s capacity to accommodate more Porsche Classic projects has been increased. Adam Flint, managing director of Porsche Retail Group, commented: “Everyone at Porsche Centre Reading is proud of our new home and we look forward to welcoming customers to the first Destination Porsche in the UK. The Centre’s stunning architecture and state-of-the-art facilities will help support our fans and enthusiasts as they follow their Porsche dream.”
One of five Centres within the Porsche Retail Group, including West London, Guildford, Hatfield and Mayfair, the Porsche Centre Reading Showroom is open from 8:30am to 6:30pm Monday to Friday, and 9am to 5pm on Saturday.