Porsche has landed the "Ruijing Plan" since 2021, adding a series of cultural dissemination and experience links in traditional dealer stores, whether you buy Porsche or not, you can go in and play when you walk by. This is a very grounded marketing method, utilitarian much less than the previous pure car sales model, and it is also very friendly to car fans.
As early as 2004, when the Chinese market competition culture was almost zero, Porsche began to promote racing culture in China, a typical example is the Porsche Carrera Cup in Asia, which made Porsche the first car company to establish a single-brand car event in China.
Porsche has a very complete pyramid system for training racers and racing culture, and after these professional-level training, drivers can participate in porsche races at all levels.
In China, Porsche has 4 main brand culture communication projects related to Chinese readers/enthusiasts/consumers:
A
Porsche track experience
The Porsche Track Experience helps users enhance their driving skills and drive faster under safer conditions. The course is divided into three grades: Precision Level (1 day Porsche Experience Center Shanghai), Advanced (2-day Pearl Race/Competition), and Master Level (2 Days Competition).
In addition, Porsche offers specialized drift training that allows users to "spend the day exploring the art of drifting".
B
Porsche travel experience
Take the Porsche travel experience in 2020 as an example: exploring Tibet in September, Caiyun South (Yunnan) in October, and Dreaming on the Yuanjiang River in November.
In addition, the Porsche Travel Experience also includes overseas cultural tours, taking users to visit Porsche's hometown of Germany (not only mountain roads but also unlimited speed roads) to experience the Porsche tradition of "born on the track, on the road".
C
Porsches are above the snow
The classic Porsche Winter Test Drive Experience course challenges yourself to your limits on a frozen lake in Yakeshi, Inner Mongolia.
The Overriding Wind and Snow Basic Level (2 days) includes basic driving knowledge on ice and ice road driving experience, which I have experienced before, using 1.5mm nail tires. After graduating from the basic level, you can apply for the Superior Snow and Wind Advanced (2-day) course, using a 4.5mm nail tire, the whole process will be faster, the difficulty will be higher, the fault tolerance rate will be lower, and you can also drive a high-performance version of the Carrera GT3 and other models.
D
Porsche driving experience
The Porsche Driving Experience is held at the Porsche Experience Centre ("PEC"), which, in addition to the precision level training of the above-mentioned A, also has to undertake simulated ice tracks, off-road experiences, low-friction circular roads and other experience projects.
At present, Porsche has established 9 Porsche Experience Centers PEC worldwide, located in Leipzig, Silverstone, Atlanta, Le Mans, Los Angeles, Shanghai, Hockenheim, Francia Kodak, Tokyo. The author also thought of going to Shanghai PEC to make a report because he brushed the Japanese media to report on the newly opened Tokyo PEC at Station B.
PEC navigation address: No. 2000, Yining Road, Jiading District, Shanghai
To put it simply, PEC is located on the north side of the Shanghai Circuit, the PEC track is in the large field fence (but it is separated from the upper race part), but you must enter from the south gate of the upper race, and your double code (with the application health code + itinerary code) will be checked at the south gate security booth, and there are very plenty of parking spaces and charging piles inside the PEC.
If you take the subway in the past, it is no problem, from Line 11 "Shanghai Circuit" Exit 6, PEC will set up a Ford Transit Shuttle bus on the opening day, the operating hours are 09:30-17:00, and the contact information of Gong driver is 13130690817.
Because of the epidemic, friends who come to experience must register at least 24 hours in advance, including their names, telephone numbers, CERTIFICATE numbers, vehicle information, foreign visitors need to mark their nationality, and friends who have booked driving courses need to bring ID cards and driver's licenses.
There is no doubt that the first appointment and then experience is a better choice, the author recommends that you first pay attention to the public account "Porsche Experience" for more information, you can also buy experience projects or experience courses directly in the public account. Remember, PEC is not open every day, you need to know about the recent open days and book a place.
If you do not invite a 1V1 coach, even if you do not bring your own Porsche vehicle into the venue, the price is very fair, 911/718/Cayenne (ask for the bottom price| check the reference) / simulator each 30 minutes, only 3600 yuan, but also includes RS lunch. If the child comes to play the simulator directly, the total price is only 200 yuan, which is the conscience of the industry, after all, now it is necessary to find a direct drive simulator shop to play for 130 yuan an hour, yes, the price of an hour outside is over 100.
If you don't want to get up too early to make breakfast, you can also go directly to PEC and eat again. Porsche GT Cafe is open on PEC open days, and the price is equally conscientious, a bottle of juice 10 yuan, a croissant bag 10 yuan, a top match of the panini sincere 30 yuan.
Because many friends come to Jiading so far, it is very wasteful to go back at noon, and it is better to have a meal at PEC. The RS restaurant on the second floor is an excellent choice, the three-course set menu is 300 yuan, and the five-course meal is 500 yuan. There are many programs that come with an RS three-course lunch without you having to pay extra.
One thing to say, the European bags from RS Restaurant are top-notch, with a crispy skin, soft filling, and a grainy aroma that fills the mouth.
At the beginning of writing so many price things, I want to tell readers that the Porsche Experience Center is buying and drinking at a loss, the goal is to promote the racing culture, and in the long run, it is indeed possible to sell more sports cars.
For example, Ha, the total price of a day of drifting in PEC is 12,000 yuan, including venues, gasoline, tires, RS lunch, and two sets of tires can be killed by a day of hard snacks. Take the Michelin PS4S, for example, the retail price of both sets of tires is more than 20,000...
OK, after entering the door to register, we entered the conference room to listen to the explanation of safety matters, and the fat man on the far left of the second row taking pictures with his mobile phone was me.
PEC is divided into the main building and vehicle experience area, and the experiencer in the experience area can not take a single, the whole process will be followed by the staff to avoid accidents (with the staff swipe card into the experience area), after all, Porsche production is all performance cars, speed is placed here.
I briefly annotated a few of PEC's projects:
The big circle around the PEC is the 1.4km outer ring road, because the road is very narrow (relative to the race road), so it is not recommended to fight lap speed here, and Porsche officials have never announced the lap list of Shanghai PEC.
This time we were driving the Cayenne Turbo GT, the king of New York North laps that had one test drive in the country.
I recently practiced New North on a simulator and got wet on my back after three laps and my wrist was sore from being pulled by the steering wheel. The biggest feeling for me is that the racing car runs in New North very quickly, and the civilian car runs new north very dish.
Cayenne Turbo GT's New North record is 7 points 38.925, corresponding to a full lap of 20.8 km, and I ran the Subaru BRZGT300 (2012 model) on the simulator and only ran to 7 minutes and 39 points, knowing that the civilian high-horsepower SUV can run this lap speed is absolutely extraordinary.
The other day I was racing the Turbo GT on the beads:
However, there is a saying that the Cayenne Turbo GT's 640PS in the PEC experience trail is completely unable to play, no matter how big the horsepower, no matter how good the tires, can not withstand the extremely short acceleration distance and more than two tons of weight, and when we passed in the morning, the four P0 Corsa was too cold to catch the ground.
You can see that the PEC control lane does not have sufficient buffers, the tire wall does not have, the buffer zone is small, and the outside of the railing is other functional areas, not used for buffering.
This is not a Chinese PEC feature, I recently watched the video to see the Tokyo PEC is also the same, and the Tokyo PEC is actually limited speed, anyway, the Shanghai PEC has no hard regulations. You just drive a Carrera S, and in the early 3 seconds you just break the hundred.
Running this experience track, or 911 and 718 is better to make, light is the most important.
Here I will not say more about the test drive of the Cayenne Turbo GT, the following is my detailed notes on the car in the bead race, for reference:
Let's talk about the Kick Plate project.
This is an instrument that simulates low-adhesion pavement. Accelerate towards the entrance to 40-50km/h, and a metal plate at the entrance will suddenly move laterally to the bottom of your car, causing a random slide, while 3 sets of fountain simulation obstacles will be sprayed out in front of you, and the driver must quickly save the car.
The Gif below is a car rescue I did driving the Cayenne Turbo GT.
The third is a low-friction circular road, which is simply a fixed-circle drift site (such as the Targa diagram), and every year the Porsche overseating the ice and snow (such as the Taycan diagram) held by Yakeshi has this reservation project, while at PEC it uses sprinkler ground to achieve this.
The fourth thing to talk about is the off-road experience area, the exclusive entertainment area for Cayenne and Macan.
The last one is a multi-functional driving control area, which can play around the pile, can play acceleration, and open topic selection.
After talking about the five experience projects, the author went to the garage below the PEC to see the statically placed vehicles.
The carrera S in the picture below is equipped with a fixed large tail wing, which looks very fancy, and quickly takes a picture.
I was curious how much the Carrera S added a fixed tail wing, and it was really dumbfounding to see, 20,000 ???
That's still Subaru luxury, the new BRZ plus fixed tail fin asks for 50,000, which Porsche simply can't compare. The broom guy managed to get out of a car that did not worry about selling, and he grabbed the only fan group to make profits, and the brain circuit was really simple and direct.
There are a lot of racing cars under the main PEC building to see.
The three 911s in the picture below look good, I took a picture with my mobile phone and added some filters.
From left to right, they are the 997, 991 and 992 Carrera Cups.
Does this 997 Cup look "unremarkable"? Look at the name on the windshield, WRC side slid micro-fuck god - Sebastian Loeb!
Below are the 991 and 992:
The particularly beautiful white 911 in the picture below is the 911 RSR car in the 89th Le Mans 24 Hours in 2021, and Porsche won the third place in the group.
This flip-flop is the Porsche Formula E:
AC slow charging piles and DC fast charging piles can be seen in the garage:
There is a 919 Hybrid Le Mans LMP1 racing car at the PEC gate, but this is not a real car, it is a model.
Porsche Le Mans, I have written too much before, I will not repeat it, remember that it is Le Mans 19 crowns on the line.
At the beginning of the article, I took a photo of gt cafe and now take this Le Mans race car from another angle.
The model is the Porsche 936/81, the opening of Porsche Le Mans' seven consecutive titles.
There are also two god cars inside the PEC, the red one is the Carrera Turbo S, and the black one is the 918 Spyder.
The boutique area is also on the first floor, but I personally am not very interested in Porsche boutiques (although I will occasionally buy one or two collections), mainly because some of the boutiques are not very exquisite, and Audi RS will do better at this point.
Of course, most of the boutiques do not plan to go in quantity, such as a pair of slippers just because of the Turbo pull flowers to five or six hundred pieces, it is estimated that in addition to being easier to slip, there is no feature. Porsche original car model and bear is more recommended to buy, not cheap, but the quality is quite good.
There is custom space on the second floor, next to the RS restaurant.
Those super-saturated colored wheels are a bit killing Matt...
The Porsche Experience Center note I'm going to write today is over.
Unlike many people's concepts, Porsche has always been arrogant, especially hoping to interact with fans through more diversified channels. Notice that I'm talking about "fans," not "car owners." That is, it doesn't matter if you can afford it or not, what matters is that you also like Porsche. Now Porsche has begun to place an experience space in the center of the supermarket lobby, you can go to Walmart to buy a dish can stop by to see Porsche.
PEC's operation is bound to make no money, many of the main projects have no profit margins to speak of, it is just to sell some lunch, sell some fine products to make some lamp oil and wax money, the most important thing is to let more people use lower time and money cost to contact Porsche real cars, turn passers-by into potential customers, and turn potential customers into users.
Finally, A personal comparison: I have always wanted to buy 982 used cars, and it turned out that more than half of the Porsche sports car quotations on the second-hand market were more expensive than the official second-hand car mini program of "Porsche Easy Car", and the operability and profit margin were very large...
If you're also a car fan, try comparing the prices of official used cars with those of car dealers.
By the way, the official also sent a one-year warranty.
(Photo: Huang Hengle / Porsche China)