PORSCHE Centre Melbourne has opened as the nation’s latest Porsche dealership, marketing itself more as a clubhouse than a dealership and boasting customer experience that extends to displays of historic models and barista coffee from its cafe hub.

Destination Porsche Melbourne, which opened this week, aims to bring the Porsche experience to life with ever-evolving displays of the latest models, lifestyle shop and the latest models along with a focus on customer service.The dealership, in Melbourne’s inner-eastern suburb of Collingwood, is the subject of a major renovation after being bought by Penske Automotive Group last year.

At the official opening of the dealership, Penske Automotive chair Roger Penske said that the partnership with Porsche “transcends automobiles; it’s about creating exceptional experiences that resonate with our customers.”

Heritage Porsche models on display at the dealership relate to the brand’s 70-year history in Australia.

Porsche AG member of the executive board for sales and marketing, Detlev von Platen, said it was exciting “to unveil a Porsche Centre that reflects the heritage and future of the Porsche brand in Australia.”

“It not only showcases our iconic vehicles but also serves as a vibrant space for our customers.”Porsche Cars Australia chief executive Daniel Schmollinger said that the opening of Porsche Centre Melbourne marked a pivotal moment in the brand’s journey and “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 said.

Penske Automotive Group operates dealerships around the world, selling more than 30 automotive brands, among them 24 Porsche dealerships.

In Australia Penske is also the distributor for the MAN, Dennis Eagle and Western Star truck brands, and engine manufacturer Detroit. 

Penske’s recent push into the Australian market included the purchase of three Porsche dealerships and a Ducati dealership in Melbourne. The Ducati dealership has since been sold.

Daniel Schmollinger