Porsche doubles up in Melbourne

PORSCHE is finally about to plug the biggest gap in its Australian retail network with the opening next month of the independent Porsche Centre Brighton, in Melbourne’s affluent southern bayside area.

The $10 million facility, being developed by leading Melbourne dealer Preston Motors Group next to its Peugeot dealership in the Nepean Highway auto retail strip, is only the second Porsche Centre in the southern capital after the factory-owned Porsche Centre Melbourne, in Collingwood.

The decision to add another Porsche sales and service centre in Victoria has been the topic of speculation and lobbying from potential suitors for some years, since Porsche took over the Australian distribution rights from the Hamilton family in 1992.

Porsche Cars Australia (PCA) established the spectacular Porsche Centre Melbourne on the fringe of the central business district in 1998 and has been looking to open a second centre to service the southern suburbs ever since.

According to Porsche, the new centre is “long overdue” to meet the demands of its growing list of customers in Brighton and surrounding suburbs – renowned as one of the most affluent areas in Victoria.

By contrast, Porsche has three dealerships in Sydney and two in southern Queensland out of a total 12 nationwide.

The new location in Melbourne – built partly on the site of a former Brighton European prestige used car business – will save many Porsche owners from having to trek across town for service.

PCA’s managing director Michael Winkler said Porsche customers were loyal and passionate and expected the highest levels of service.

“With Porsche Centre Brighton we will have two world-class Porsche Centres in Melbourne,” he said.

“Porsche Centre Brighton’s location on the Nepean Highway is in the primeautomotive retail precinct for south-east metropolitan Melbourne.”

Preston Motors Group is footing the bill for the construction of the 2000-square-metre sales and service facility, which is nearing completion and due to open on March 12.

Preston is one of the oldest and largest auto retailers in Victoria, having being founded as a carrying company in 1912. It was a founding Holden dealer in 1948.

Preston CEO John Bradley said the new Porsche centre was a long-term commitment to the Porsche brand, presenting an exciting opportunity.

Porsche sales in Australia have doubled this decade through the introduction of new models. This range will be further expanded with the introduction of the four-door Panamera Gran Turismo later this year.