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Porsche ramps up technology to woo busy buyers

Porsche Cars North America today began giving customers the option of using mobile tags and smart phone tag readers to shop for the luxury cars of their dreams.


These tags are a convenient way for technology-driven buyers to tire-kick whether they're inside a showroom or researching a car while stuck in traffic or waiting for a meeting to start.

“Porsche customers enjoy both performance and technology and are using their mobile devices to help make vehicle purchasing decisions,” said Michael Bartsch, chief operating officer of Porsche.

“The dealers that have begun using mobile tags in their showrooms have noted positive feedback from their sales team as well as greater customer engagement and enthusiasm.”

Shoppers now have the power to see, read and hear about Porsche vehicles on display at Porsche dealers, whenever their schedules permit.

The new program is a first for a luxury car company.

Each scan of a mobile tag-equipped Porsche automatically opens a micro Web site that uses the phone’s built-in browser and features specific product information to the exact car being browsed, including vehicle videos, press reviews and the sound of the Porsche model’s engine.

A customer can provide contact information for fast follow-up by a Porsche sales professional or can browse anonymously.

Since the launch of a pilot program last month, 11 Porsche dealers have already implemented the program, with 184 on the way. According to a 2009 Morgan Stanley study, one-third of all digital information is now viewed using mobile devices, and by 2013 that number is expected to reach 50%, according to a statement from Porsche.

“It’s been quite exciting to serve as a test-dealer for Porsche’s new mobile tags. The technology affords our customers the opportunity to receive quick, up-to-the-minute information on our inventory,” said Ken Gorin, president and CEO of THE COLLECTION.

“We pride ourselves on event marketing, so the new program has already proven especially useful in translating off-site displays into in-dealership sales.”

Porsche also has designed new Web and mobile tools that help on-the-go customers find and connect with dealer sales and service information. Innovations include Smart Mobile for touch-screen handheld devices, to ascertain available inventory and find out about special offers, and a smart phone dealer locator.

Porsche dealers are now also using the SalesPad Apple iPad 2 application to instantly display and share information on Porsches and the Configurater, which allows a buyer to customize his or her Porsche.

You can reach's Hawke Fracassa at [email protected].

Image source: Porsche

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