Porsche Experience programs redefine modern luxury

Porsche highlights travel, track and digital experiences as core part of its modern luxury strategy, connecting younger audiences worldwide

Porsche increasingly frames luxury not as a collection of objects but as an experience that lingers in memory. In an interview, Matthias Becker, Member of the Executive Board for Sales and Marketing, explained that modern luxury reveals itself in emotions, in the freedom to breathe, and in the sense of community. That, he emphasized, is where the power of Porsche Experiences lies.

This segment, which brings together travel programs, track days, ice driving events and digital formats, has already become a central element of Porsche’s strategy. While the company does not publish separate financial results for Experiences, its annual reports describe them as a crucial instrument of customer engagement. In the United States, the impact is visible: around 60 percent of visitors to Porsche Experience Centers arrive without owning a Porsche, and about a third of them admit afterwards that they are seriously considering a purchase.

The focus is especially strong on younger generations, for whom it is less about possession and more about the moments that resonate. In Leipzig, the center hosts up to 70,000 guests annually, while the two U.S. locations welcomed 250,000 visitors in their first three years. Some leave thrilled by ice drifting in Levi, others take their first laps in a 911, and many encounter the brand through digital studios and simulators.

The geography of the Experience continues to expand. In June 2025, Toronto welcomed the tenth Porsche Experience Center worldwide, with the eleventh already on the horizon. Through its Travel Experience, Porsche offers routes from the Alps to Namibia, and in 2025 added new tours in China, including Shangri-La, Xinjiang and Tibet. South America remains a source of inspiring stories rather than official itineraries.

Sustainability has become an integral part of the concept. In Leipzig, a charging hub powered by renewable energy operates on-site, while in Hockenheim the fleet runs on advanced biofuel blends. The message is clear: the future of emotion is inseparable from responsibility.

The history of Porsche Experience goes back to 1974, when the first driving courses were launched. Fifty years later, it has grown into a multi-level training system — from Precision to full racing license preparation — supported by 18 international circuits. Today, digital layers add further depth, from sim racing to VR experiments and urban pop-up studios.

Experience has become Porsche’s new language with its customers. While the company continues to build sports cars, it is increasingly evident that beyond the product, what Porsche is truly offering is a feeling. Luxury, in this light, is measured less in horsepower and more in the strength of impressions.