PORSCHE Cars Australia has revved up its image with high-performance renovation to its head office, updating technology and increasing space for its burgeoning workforce which has doubled in size in the past 10 years.

The rejuvenation is timely: PCA sold more than 6000 vehicles in 2023 and is expecting 2024 to be the biggest year on record, with a substantial increase in new product launches along with increased sales.

The six-month construction period leaves PCA head office in Collingwood’s Victoria Parade with updated facilities and enhanced internal layouts to create additional space.   

The new interior design uses an open-plan layout and state-of-the art amenities. Included are various multi-purpose meeting rooms, each named after famous Australian racing circuits.

The design ensures the new working and digital environment has abundant natural light that the company said would feed the new forest of indoor plants and living green wall. 

PCA CEO and managing director Daniel Schmollinger said: “The new Porsche Cars Australia head office has been designed to create the right working environment for our high-performing team.

Daniel Schmollinger

“The people behind Porsche drive this history-making sports car brand and the right surroundings help foster the performance-driven mindset they all share.” 

Porsche celebrated the opening of its newly refreshed Melbourne-based headquarters with a variety of guests. 

Joining the festivities were several Porsche AG executives, including vice president of Region Overseas and Emerging Markets, Matthias Becker; and vice president Product Line  Panamera, Dr Thomas Friemuth. 

UK soldier, adventurer, TV host and best-selling author Ant Middleton made a surprise appearance.

He led a fascinating conversation and Q&A session about the importance of high performance. He also discussed the focused and zero-excuses approach Porsche has taken over the past 75 years to create its ongoing success.  

“Porsche shows what a remarkable high-performance culture can achieve,” he said.  

Porsche sold 6052 new cars in Australia during 2023, up 7.9 per cent over the previous year, with the best-seller being the Macan (2925 sales, up 6.9 per cent on 2022) while sales of the all-electric Taycan jumped by 24.4 per cent to 535 units.