Our Cutting-Edge Destination Porsche Center Set to Open in Sugar Land!

Porsche Sugar Land
Bram Zeegers to manage Porsche Sugar Land.

Porsche Sugar Land isn’t just another Porsche showroom. It’s a Destination.

And when Porsche Sugar Land opens later this year it will become one of the first exclusive Porsche showrooms in the United States highlighting the German automaker’s new design philosophy: Destination Porsche.

The innovative concept emphasizes brand experience and inspiration as well as flexibility and the use of digital media for communication with customers.

Porsche Sugar Land
indiGO Auto Group was chosen to open Porsche Sugar Land highlighting a new design concept: Destination Porsche. | Credit: Photography © indiGO Auto Group

Located in the heart of the city and surrounded by many of its most popular retail centers and cultural institutions, Porsche Sugar Land is among a new wave of Porsche dealerships that are intended to become a central gathering place for the Porsche community. 

The Destination Porsche model is being implemented at 850 existing Porsche dealerships worldwide in the coming decade – and the Sugar Land center is the first of its kind in Texas and one of only a few such centers in the United States. 

“Once again, Porsche is investing in its physical stores – where experience, inspiration, and digital meet – in a setting that encompasses Porsche’s new vision, which goes beyond selling and servicing cars,” says Bram Zeegers, General Manager of the new Porsche Sugar Land. “It’s intended to be a gathering place for the local and Porsche communities as well as a retail concept that will enhance the customer experience. We want to host like-minded people who have a shared love of – and passion for – Porsche.” 

Porsche Sugar Land
Porsche is not just a car manufacturer. It is a culture that carries down to the dealerships and the client base.  | Credit: Photography © indiGO Auto Group/Hernan Ruiz

Everything about the welcoming and technologically advanced six-story building seems to herald the dawning of a new automotive age – from the LEED-certified building process to the Porsche electric vehicle showrooms to the tech-laden multi-sensory journey visitors enjoy as they browse the latest models. Aluminum panels above the main entrance – along with LED accent lighting on multiple floors – showcase the futuristic design and even mirror the design of Porsche cars themselves. 

“We are excited to bring a fresh concept to the Sugar Land area and simultaneously serve the greater Houston area. We are only the fourth Porsche center in the greater Houston area and the demand here has been such that Porsche – in combination with indiGO Auto Group – decided to open a state-of-the-art center. We are excited to have the public stop by and see what we have created.”

Porsche Sugar Land
The Sugar Land retailer will be the fourth Porsche center in all of Houston. | Credit: Photography © indiGO Auto Group/Hernan Ruiz

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Porsche Sugar Land is a state-of-the-art LEED-certified structure that meshes perfectly with the Porsche Taycan, the brand’s first 100 percent electric vehicle and perhaps the automotive ambassador of Porsche’s newer concept for its centers.

Porsche is in the process of meeting its stated goal of producing 80 percent electric vehicles by the year 2030 and plans to introduce several fully electric and hybrid models in the coming years including a fully electric Macan as well as a new electric SUV that has not yet been announced and a hybrid 911.

2024 Porsche Cayenne
Prepare to meet a world-class showroom filled with models you only dream of driving. | Credit: Photography © indiGO Auto Group/Hernan Ruiz

The interior layout provides an exclusive tech-enabled immersive Porsche experience.

And each of the showroom’s  “environments” or “worlds” serves to provide a multi-sensory experience via an audio/visual system that allows customers to experience their personal car configuration before buying. 

The design philosophy of the new Destination Porsche centers makes it easy to customize each facility to fit regional or individual trends. Modules, for instance, can represent current product highlights, E-Performance, or Porsche Certified Pre-Owned cars.

The virtual reality applications inside the center allow customers to experience their chosen car configuration, and touch screens make the Porsche products come alive in a way that is cutting edge and  interactive. 

This experience includes a tablet-based vehicle acceptance process, E-signature, online payment, and other digital processes that elevate the customer’s experience and creates a highly personalized connection between customers and Porsche automobiles.

Porsche Sugar Land
Expect Porsche Sugar Land to be give you the ultimate customer experience. | Photo credit: Porsche

Skylights are included to bring natural light to the airy and open interior space. 

Porsche Sugar Land also has a Porscheplatz, a social space with seating arrangements, which includes a barista-operated café. 

The expanded service department also includes 16 service bays where visitors can view the service area from behind large windows. 

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2023 Porsche 911 GT3
Porsche provides a genuine ownership experience from start to finish where the client and employee align. | Credit: Photography © indiGO Auto Group/Hernan Ruiz 

The new generation of Porsche centers are intended to become a central gathering place for the Porsche community, which is made up of current and future customers. 

Each of its modules represents current product highlights, a classic Porsche corner or Porsche Certified Pre-Owned cars, all of which invite customer engagement.

The opening of the new facility in Sugar Land comes on the heels of the Porsche 75th anniversary.

The cutting-edge building and showroom are the result of a partnership between Porsche and indiGO Auto Group, a luxury automotive dealer with 25 franchised luxury car store locations (and counting) in five U.S. markets.

The Houston-based company was selected by Porsche North America to open and operate Porsche Sugar Land.

indiGO Auto Group acquired its first Texas dealership, Porsche North Houston, in 2010. It is currently expanding its portfolio to include Porsche Sugarland, Porsche Little Rock, and Porsche San Francisco — making indiGO Auto Group the largest franchisee of Porsche centers in the country. Other locations include Porsche Palm Springs, Porsche Marin, and Porsche St. Louis.

New Porsche Taycan
indiGO Auto Group is committed to driving the Porsche brand to success through passion, commitment, and innovation. | Credit: Photography © indiGO Auto Group/Hernan Ruiz 

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“indiGO Auto Group is extremely grateful to Porsche Cars North America for this incredible opportunity, and we look forward to increasing our Porsche footprint here in the greater Houston area,” said Chief Executive Officer Kelly Wolf.”

“This is also a chance to enhance Porsche’s brand presence within the Sugar Land community while offering indiGO’s concierge-style, white-glove service, and creating a fully immersive, experiential ownership journey for customers.”

indiGO Auto Group was founded on the firm belief in delivering a purchasing experience that consistently exceeds clients’ expectations. The company stands for a level of expertise beyond traditional dealerships, combining intimate factory knowledge with an authentic automotive passion that is displayed by each and every team member. indiGO Auto Group is wholly owned by Netherlands-based Pon Holdings B.V., a global business of mobility products, services, and solutions.

911 GT3 Touring
Stay tuned as indiGO Auto Group releases further details about the Porsche Sugar Land grand opening. | Credit: Photography © indiGO Auto Group/Hernan Ruiz 

“As we approach our opening in Q4, the City of Sugar Land and the community of greater Houston have been very helpful. Now we can’t wait to be part of this overall community and serve our clientele here,” Zeegers added. “We want it to be a place that brings a sense of peace while the open spaces welcome customers and encourage them to start exploring.”

Join the wave of innovation. Be stylish. Be luxurious. Drive a Porsche.

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