PORSCHE Cars Australia (PCA) is using its Porsche In Motion mobile marketing activation to promote the brand in regional areas and help it appeal to a new set of potential buyers.

The German sportscar-maker has used the travelling pod to showcase its brand as part of the company’s 70th anniversary celebrations across the country, including at the Sportscar Together Day in Sydney earlier this month.

Porsche HQ already kicked off its birthday celebrations in June when Porsche AG chairman of the executive board Oliver Blume announced the Taycan name for the company’s first EV at the Porsche Museum in Stuttgart.

In Australia, all 14 local Porsche dealerships held their own Sportscar Together Day in June, which brought together owners and dealers to celebrate the latest milestone. Special Porsche drive days were held in conjunction with local Porsche car clubs.

Earlier this month, Porsche held a number of events as part of the anniversary festivities, including a drive day at Sydney Motorsport Park, and a drive through the Royal National Park south to the Seacliff Bridge followed by a gala event at Sydney Town Hall.

This was capped off by a ‘park up’ event at Don Lucas Reserve in the southern Sydney suburb of Cronulla, which saw more than 200 customer cars gather for the event, while Porsche also showed off its latest high-performance model, the $416,500 before on-roads 383kW/470Nm 911 GT3 RS.

Also on show at Cronulla was Porsche In Motion, the Australian-built mobile marketing tool that acts as a mini travelling dealership.

It is towed around the country to events to showcase the brand and it includes seating areas for potential customers and a virtual reality 911 experience.

PCA head of public relations Chris Jordan highlighted the benefits of Porsche In Motion for the car-maker.

“That’s definitely the reason Porsche In Motion exists,” he said at a media event in Melbourne. “To take the brand to new audiences. And Porsche In Motion has a schedule all of its own, travelling around the country doing various events. And literally because the pods are towed by Porsche Cayenne, it can go wherever and it can go to new audiences.”

Mr Jordan said Porsche In Motion gave the company the opportunity to reach people in areas that it previously was not talking to.

“We have a very strong and active dealer network but it is 14 dealers. It does allow us to go a little bit more regional, a little bit further out of the cities. Whenever we do those activations we do it in conjunction with a dealership as well so they are involved. It helps them as well get to some new audiences, to new people.

“Obviously it is always fantastic to be in contact with families and getting to the younger audiences as well and cultivating the Porsche fans of the future. So it is a very family-focused, interactive activation you can walk into and touch and experience. A lot of virtual reality and augmented reality as well and you can sit in a virtual Porsche as well. Some of the parts of the activation are like being in a dealership.”

By Tim Nicholson