With the pandemic and widespread containment, automakers have also had to find other ways to continue to communicate with their customers, including digital tools. Thus Porsche recently made its first launch – and not least, that of the new 911 Turbo, then the 911 Targa – exclusively in digital format.
A practice that should certainly extend and continue beyond the crisis, all the more so when we know the disaffection of the public and brands for car shows – which will also have to reinvent themselves.
Porsche already provides its customers and fans of the brand with a diverse range of digital tools, with many original mobile applications (such as the superb Roads, which is not only used by porschists) and services. exclusive (MyPorsche), but the German manufacturer does not intend to stop there in its process of complete changeover to digital, and continues to offer innovative initiatives to stay close to its customers and fans.
The luxury sports brand has just launched a new original offer to its customers: live monitoring in pictures of the production, then live tracking of the delivery of their new racing car. Customers can follow the construction of their ordered car step by step. Porsche has already installed cameras on two affected stations and linked them to the production software, which means that customers will be alerted live when their car's turn to go into production, and they can then see it build themselves before their eyes in images. Two other cameras will soon be added, and this novelty currently concerns only the 911 and 718 models (Boxster and Cayman).
See his car born live
"With Behind the Scenes, we bring production to life for our customers", says Christian Friedl, director of the Porsche factory in Zuffenhausen. “Every day in our main factory we produce very personalized and fascinating sports cars. Our customers all over the world motivate us for this. The success factor is our staff, who fulfill clients' dreams with perfection and passion. Allowing our customers to go behind the scenes of our business is an obligation for us, but also a source of motivation ”.
According to Robert Ader, vice president of customer relations, "Porsche believes in the importance of providing customers with a highly personalized experience from the start – this now includes the time they wait for their car. Our customers can now experience the construction of the car of their dreams, individually configured, which will further enhance the feeling of anticipation. We will first launch this offer in six markets and we will gradually roll out this service. ”.
The Behind the Scenes app will first be available to customers in the United States, Germany, Great Britain, Canada, Switzerland and Spain. Other markets will follow in the coming months. In addition to production images, the MyPorsche service provides customers with additional exclusive information about their car. The portal is also available as an app.
It’s one thing to see your car build, it’s another to track your delivery from the factory to the dealership, and Porsche got it. We know that on passionate forums (and not only at Porsche), one of the highly prized exercises consists in identifying and tracing the freighter that will deliver a series of cars between two continents. Porsche will also offer this exclusive “turnkey” service to its customers, first of all for the USA: in addition to information on the production process, they will have access to the “Porsche Track Your Dream” function to follow precisely the route of their car from the Zuffenhausen factory to the dealer from whom they will collect it. A countdown to final delivery will keep customers in suspense before they receive their car.