Porsche Experience Centre benefits from C&I drive

The Porsche Experience Centre at the UK's Silverstone racing circuit is on target to break even next year as corporate bookings increase.

Porsche Experience Centre at Silverstone
Porsche Experience Centre at Silverstone

The £10m centre opened in late 2008 to private customers and launched its C&I offer this summer.

Speaking at the C&IT Corporate Forum about marketing through a recession, the centre's event sales and marketing manager, Cristina Pedreira, said a wide range of clients from the IT, aerospace, financial and retail sectors had used the facility.

Pedreira said the centre enabled the company to communicate Porsche's brand values better than third-party venues. In addition to its driving facilities, the Porsche Experience Centre offers a conference room for up to 100 delegates, restaurant, cinema, boardroom, atrium and roof terrace.

"From the group events point of view, it is very bespoke, whether it's a meeting for ten people or a combination of conference and driving for 100 people," she said. "We do have a lot of enquiries, which is very encouraging, and we are able to tailor the event to their needs."

Porsche driving experience manager James Taylor added that the centre had helped Porsche stand out in the highly competitive luxury automotive market.

"We have been fortunate in having a strong brand and a good product for some time," he said. "But the market has changed in the past five years and pretty much all of our competitors can now make the same claim. So we needed to go one stage further and ensure people had a good experience. Whatever we do, whether it's a driving event in the Arctic Circle or something close to home, has to differentiate us. This is about brands trying to take back ownership of the experience."

Taylor said the Porsche Experience Centre was not designed to be profitable.

 

 

 

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