We experience India’s first-of-its-kind Porsche Studio and try configuring our dream 911 Carrera S


Porsche has opened a new interactive showroom concept in New Delhi called the ‘Porsche Studio’ and we were invited to experience the first-of-its-kind facility by the German automaker in the country. In fact, it’s one of just 14 Porsche Studios located around the world, making it that much more special. The idea behind the boutique-style layout of the showroom is to offer a complete experience of Porsche’s craftsmanship, unparalleled engineering and urban lifestyle under one roof, creating a more engaging platform for customers and Porsche fans to interact with the iconic brand. Located right in the heart of the city in Connaught Place, the Porsche Studio aims to offer a unique buying experience to its discerning customers who look to personalize cars to their exacting standards, which is enhanced by a more relaxing set-up that contrasts the ambience usually expected from a dealership. I went to the Porsche Studio Delhi with the intention to configure my dream Porsche 911 with the help of their professional guidance and all the interactive tools on offer and this is my brief of the experience.


It’s a known fact that dealership experience greatly affects the purchasing decision for a potential customer and Porsche is known for being one of the best in guiding buyers through the whole sales process and offer a very satisfying experience – and you won’t expect anything else from a brand as exclusive as Porsche. However, the seemingly infinite options offered by Porsche to customize their cars to the very last detail often become a very daunting process for buyers; especially when the smallest of change can potentially change the look and feel of the car completely. That’s exactly where the Porsche Studio comes in. The German automaker has a virtual configurator on its official website which presents all the optional extras offered by Porsche to personalize the cars, but it can be an overwhelming experience. The Porsche Studio offers professional guidance while you carefully select the options with the help of the right tools and even get the option of physically touch and feel them and make a more informed decision. And all this happens in a café-like lounge. That’s what sets the Porsche Studio from the automaker’s network of traditional dealerships called ‘Porsche Centres’.


All the 14 Porsche Studios around the world feature the same design template. The large glazed shop window front of the Studio welcomes you to a 3000-square-foot facility that’s divided into two zones. At the front is the display area where there’s enough space to comfortably showcase two Porsches. During our visit, there were two Porsche 911 Carrera S sports cars on display with tablet-like displays next to them showing the exact specifications of the cars. A massive LED screen at the back keeps scrolling through current and upcoming models. But the attention is immediately grabbed by the wall on the left which is dedicated to Exclusive Manufaktur – the company’s in-house customisation division. Plenty of bespoke items are on display here, including the GT Sports Steering Wheel and different options to customize the key fob according to the car’s exterior paint. Bang opposite is the Porsche Charging Dock that will be supplied with the upcoming Porsche Taycan EV.

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At the back is the lounge which is the highlight of the Studio. The café offers a relaxing ambience for the customers with its warm lights and calming set-up. The pièce de résistance of the Studio is a giant touchscreen display that lets you use the automaker’s virtual configurator to customize your Porsche according to your exact needs while sipping your favourite beverage. There’s professional help at hand who’ll guide you through the endless options, including everything from body colour, wheels, suspension, brakes, and upholstery to the minutest of the details like the stitching. I tried configuring a 911 Carrera S of my choice and I must say that the process was a breeze. After a few minutes of scrolling through the options, I was ready to press ‘done’, which would have created a code for the showroom to start with the process of building a customized car. There’s also a whole wall named ‘Trimming Lab’ that’s dedicated to physical samples of exterior paints and materials for cabin upholstery. Right next to it is the ‘Porsche Heritage’ wall that takes you on a brief through the brand’s story and there are beautiful scale models to illustrate its rich history. In case you’re interested in getting some official Porsche merchandise and accessories, the ‘Driver’s Selection’ section is the place for you, which beautifully rounds off the Studio experience. The Taycan is the most important launch planned by Porsche for this year and the Studio offers the perfect setup to introduce the sports EV in our country.


Where: Porsche Studio Delhi, Ground DLF Capitol Point, Baba Kharak Singh Rd, Connaught Place, New Delhi 110001

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