Porsche Studio stores are coming to the U.S.

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Porsche plans to open a series of showrooms in the U.S. that the company is calling “Studios”. These stores will be owned by Porsche, not dealers, and as such will allow customers to dip a toe into the Porsche experience in a low- or no-pressure environment.

Porsche Cars North America CEO Kjell Gruner likened the concept to an Apple Store while talking with Automotive News. Instead of sales staff, customers will interact with Porsche Pros who are knowledgeable about the cars but don’t try to give you the hard sell.

Based on photos from Porsche Studios in other countries, it looks to be something more than a Tesla store but less than full-blown Porsche Experience Centers, which have their own tracks and restaurants. Customers will be able to check out the product, learn about Porsche heritage, and cop some branded merch. Of course,

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