Porsche Experience Center (PEC) in Toronto will be a place where visitors will be able to experience firsthand the iconic sports cars‘ feel and performances. Porsche Cars Canada, Ltd. has already announced the launch of its first and only PEC, building on the enthusiasm created by the recent openings of the Franciacorta and Tokyo facilities.
“Porsche is more than just a car. Porsche is a promise for a unique brand and product experience and since the first opening in Silverstone in 2008, our Porsche Experience Centers are the best way to get this promise,” says Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG.
Mr. von Platen continues: “Nowhere else in the automotive industry, the soul of our sportscars can be lived that way. I couldn’t be happier that we can now announce the 10th location of its kind in Toronto – the fastest-growing city in North America with an ever-greater community of Porsche fans.”
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A brand awareness project and a major tourist attraction
The future facility will be located on a 20-acre site at the “Durham Live” development in Pickering, Ontario, which will feature more than 400,000 square feet of retail space, a casino, a concert hall, and a luxury hotel with more than 300 rooms in the coming years.
It will be only the tenth in the world and the third of its kind in North America after Atlanta and Los Angeles. By 2024, the PEC Toronto is expected to open.
The German brand’s center in Toronto, the first “urban” variant of the global concept, will be a brand park and major tourist attraction where guests can first-hand enjoy the vehicle dynamics, technology, and emotion of Porsche sportscars with professional guidance from instructors through different driving modules all year long, all within a 30-minute drive of downtown Toronto.
This local and international tourist attraction will have a 2-kilometer-long driving course to showcase the two- and four-door sports vehicles’ capabilities in their perfect playground. Customers and enthusiasts will be able to immerse themselves in the brand’s unique universe regardless of whether or not they own a vehicle. Visitors will also get the opportunity to see current and vintage display cars, visit the café, and explore the Porsche store.
Porsche Experience Center Toronto aims to have a low carbon footprint
Electric vehicle charging infrastructure will be included in the Experience Centre’s plan, in line with the manufacturer’s worldwide aim to decarbonize the whole value chain of its cars. Furthermore, for the design, construction, and operation, a strong focus is being made on employing the most ecologically friendly layout possible.
HOK, a global design, architectural, engineering, and planning company, is developing the structure and using sustainable technology. The Dali Museum in St. Petersburg, Florida, La Guardia Airport Terminal B, and the Porsche Cars of North America Atlanta Headquarters are just a few of the company’s notable projects.
PECs are a one-of-a-kind idea in the automotive industry that provides Porsche enthusiasts and consumers with unique opportunities to interact with the sports car brand and its products. PECs are located at Leipzig, Silverstone, Atlanta, Le Mans, Los Angeles, Shanghai, the Hockenheimring in Germany, Franciacorta, Italy, and Tokyo, which opened in October 2021.