Porsche is expanding its digital company to its Atlanta headquarters.
Porsche Digital, a subsidiary of the German automobile company, was created to expand the Porsche brand into new digital services, products, and online customer relations, according to company officials.
This is the division’s second office in the United States, with the first opening in San Jose, Calif.
Products include Porsche 360+, a personal assistant app, which is still being piloted in Germany. The Porsche Roads app finds scenic, winding routes that are desirable pathways for Porsche drivers to experience their cars.
"Whatever we do digitally has to reflect that same Porsche thrill," said Marcus Kabel, a spokesman for Porsche Cars North America (PCNA).
The Atlanta office is expected to bring up to 15 new employees in the next 12 months. They will be responsible for consolidating these experiences into one digital platform. The platform will also include other Porsche products and services, such as its line of merchandise, Porsche Design, its website for car parts, customer portal and dealerships, Kabel said.
The company is also figuring out ways to tailor these services to consumers and their differing habits, such as longer commute times.
"The digital Porsche customer experience has to be as superb as the car itself, which is why we are continuing to speed up our transformation from purely a 'hardware' maker to a software company as well," said Klaus Zellmer, president and CEO of PCNA. "The Atlanta team will collaborate with the global project organization from a local market perspective to make sure the best new digital tools are also customized to our users."
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