Penske Automotive Group chair Roger Penske and Porsche AG sales and marketing boss Detlev von Platen have visited the newly renovated Porsche Centre in Melbourne to celebrate a new strategic partnership between the two companies.
From December 1, Penske Automotive officially takes over the operations of Porsche Centre Melbourne.
The visit underscored the importance of Penske Automotive’s and Porsche AG’s collaboration in driving growth and development within Australia’s luxury automotive market.
Penske and von Platen’s presence highlighted a commitment to ensuring Porsche’s continued success in a competitive landscape while reinforcing its 70-year legacy in Melbourne.
Porsche and Penske Automotive Group have announced the opening of the new Porsche Centre Melbourne Dealership, which will take place in early 2025.
In anticipation of this milestone, preview photos of the dealership have been released. The images show a luxurious environment designed to elevate the customer experience.
The new centre embodies Porsche’s commitment to innovation, setting a new standard in automotive retail.
“We are excited to unveil a Porsche Centre that reflects the heritage and future of the brand in Australia. It showcases our vehicles and serves as a vibrant space for our customers,” von Platen says.
“We are honoured to be part of Porsche’s legacy in Melbourne. This partnership transcends automobiles; it’s about creating exceptional experiences that resonate with our customers,” Penske says
A garage and dedicated customer lounge are implemented for classic enthusiasts, positioning the garage as a central hub for Porsche customers and enthusiasts to connect and share their passion. With one of the most significant footprints of any dealership in Australia, this facility will set a new standard for the brand in the region.
Visitors to Porsche Centre Melbourne will also be immersed in a multi-sensory experience. Carefully curated visual elements–including distinctive lighting, contemporary furnishings and natural greenery–will create an atmosphere of excitement and renewal.
This sensory journey, designed to deepen guests’ connection to the Porsche brand, will include a tailored music soundscape surrounded by the signature Porsche fragrance. A partnership with La Marzocco will also enrich this experience by introducing the aroma and taste of high-end coffee.
“These details, much like the enduring appeal of our cars, focus on how they make you feel. This highlights the essence of the multisensory experience that awaits every visitor,” Porsche Cars Australia chief executive Daniel Schmollinger says.
“The opening of Porsche Centre Melbourne will mark a pivotal moment in our journey. It reaffirms our dedication to redefine what it means to experience Porsche.
“The breathtaking design of the new space will foster an inviting atmosphere for our customers in Melbourne, offering a unique and immersive experience that reflects the spirit of the Porsche brand,” he says.
Customers can see a preview of the new Porsche Centre Melbourne at 109 – 111 Victoria Parade, Collingwood, ahead of the official 2025 opening by visiting on December 7, 2024, for the Australian debut of the new Porsche Macan.
