Earlier, last week, I was invited at an exclusive launch event of a new Porsche Center that has been officially inaugurated by Al Nabooda Automobiles LLC in Dubai. While, 49 Porsche cars were available on display across three levels. The new state-of-the-art dealership located on Sheikh Zayed Road, is one of the largest Porsche Centers in the world at a cost of AED 144 million Dirhams, portraying the bigger picture: The Dubai/ UAE’s booming economy.

H.E. Khalifa Juma Al Nabooda, Chairman of Al Nabooda Automobiles, was joined at the opening by Franz Jung, Vice President of Overseas and Emerging Markets at Dr. Ing. h.c. F. Porsche AG, Stuttgart, Christer Ekberg, Managing Director of Porsche Middle East and Africa FZE, and K. Rajaram, Chief Executive Officer of Al Nabooda Automobiles to officially commence the celebrations with a spectacular visual display for dignitaries and guests in attendance.

Whilst attending the launch event, Franz Jung, Vice President of Overseas and Emerging Markets, Porsche AG, stated: “Following a record-breaking 2014 for Porsche worldwide, the introduction of this new Porsche Centre will contribute to our continued growth and success.

“I would like to congratulate the Al Nabooda family for creating this spectacular destination where customers and enthusiasts can get a first-hand experience of the Porsche brand, model range, accessories and uncompromising service.”

Size & Services Matters

The new Porsche Center Dubai is spread across 5,318 sqm with a total built up area of 21,711 sqm; this includes a roof-top terrace, Porsche Exclusive Flagship Dealer Fitting Lounge, Porsche Drivers Selection Boutique store and valet parking for all customers and guests.  The Service Center will also house 14 work bays and three new Dialog Bays.

The modern facility is one of the first in the world to pilot Porsche’s new digitalization concept, which converts video screens in the showroom to a point of sale screen, delivering key information to customers wherever they are in the building.

Museum In The Showroom

The new showroom also features a Classic Corner, showcasing the history of Porsche brought to life with a range of vintage vehicles including a 1986 original Porsche 959 and a 911 GT1 Straßenversion, one of only 19 models ever produced; both available to see for a limited time courtesy of Mohammed Ben Sulayem, President of the Automobile and Touring Club of the UAE.

Additional new attractions in the showroom include a Tequipment Corner, displaying the latest personalization and customization offerings for post-production Porsche vehicles; the Porsche Brandspot, an interactive display providing customers insight into the history of Porsche, a racing simulator which replicates the experience of a Porsche on the race track and the Carrera Café, located on every level of the showroom.

The launch of the all-new Dubai facility follows the 2014 opening of two new Porsche Centers, providing Sales and After Sales services in Fujairah and Sharjah, and therefore bringing Al Nabooda Automobiles, the sole distributor for Porsche in Dubai and the Northern Emirates, closer to its customers.