➤ Photography  |  Zhang Yi-Ching

➤ Photography  |  Zhang Yi-Ching

A Solid Foundation, Built on Experience

Porsche Center Hsinchu is Taiwan’s first dealership fully designed under the Destination Porsche concept. Officially opened in March 2022, the Center delivers a comprehensive and refined customer experience, setting a new standard in the evolution of Porsche’s retail presence in Taiwan. Despite launching in the midst of a global pandemic, the Center has thrived—a testament to both the brand’s enduring appeal and its local relevance. Sales Manager Ronny Liu remarks with a smile, “I’ve been incredibly lucky! With global supply shortages, I haven’t had to worry about inventory at all.” Compared to previous years, when stock management posed occasional challenges, this period has offered a pressure-free beginning. Ronny has used the time to strengthen his team, building capabilities steadily. The sustained demand for Porsche—even amid economic fluctuations—underscores its resonance. Sales have risen steadily, and encounters with the commanding Cayenne on Taiwan’s urban roads have become increasingly common.

Before Porsche AG assumed direct control of Taiwan operations in 2018, Ronny promoted the brand in his role as a regional distributor. Back then, he conducted a comprehensive market analysis, identifying cities with strong growth potential. Reflecting on that period, he now sees his current role as a retailer as the fulfillment of those earlier insights. The transition from distributor to retailer required a period of adaptation. Ronny quips, “As a distributor, you need a kind of religious zeal—pure idealism to promote the brand. But as a retailer, you’re on the front lines, facing daily realities and unexpected challenges.” Today, he embraces the dynamic nature of retail, thriving in the challenges it presents.

➤ Photography  |  Zhang Yi-Ching

A Showroom that Embodies German Precision

The team behind Porsche Center Hsinchu built upon their previous distribution experience to realize this new facility. With robust resources and streamlined planning, they followed Porsche AG’s Corporate Identity (CI) design guidelines without compromise. The interior, furnished according to factory specifications, exudes the disciplined elegance of German design. Furniture from Brunner, Walter Knoll, Wilkhahn, and minimalist Danish brand Norr11 reflects Porsche’s commitment to precision and material excellence. The ground floor lobby, enhanced by a skylit atrium, houses three main vehicle display lanes, along with an exterior loop that evokes the feel of a racetrack—a subtle nod to Porsche’s motorsport legacy. Vehicles are arranged in ascending profiles as visitors move deeper into the space, ensuring each car receives its due attention.

From the main entrance, two cantilevered structures are visible on the mezzanine level. On the right, a Highlight Zone showcases special editions; on the left, a lounge welcomes clients waiting for service, charging, or consultations. Here, terrazzo flooring, wooden slats, soft lighting, and inviting seating create an atmosphere of ease and refinement. Circulation within the showroom is diverse and engaging. Each display lane features adjacent consultation areas, where clients can sit and explore options in privacy, protected by transparent partitions. Two dedicated delivery suites provide a smooth and celebratory handover experience, while a thoughtfully designed children’s play area ensures families feel welcome. The second floor houses offices, configuration rooms, and a hospitality lounge complete with a central island. A unique feature allows clients to view the service bay below through floor-to-ceiling glass—marking Porsche’s first transparent workshop in Taiwan. Beneath the building, two underground levels protect vehicles awaiting service from the elements, reflecting the Center’s unwavering commitment to precision and care.

➤ Photography  |  Zhang Yi-Ching

➤ Photography  |  Zhang Yi-Ching

Reading Society Through Service

The decision to establish Porsche Center Hsinchu was driven by strategic foresight. Like many global urban centers, rising land values in Taipei have spurred population shifts, positioning Hsinchu—just 120 kilometers south—as a prime growth region. Known for its thriving tech industry, Hsinchu has become home to a new generation of professionals. The Center also draws clients from Taipei, many of whom prefer the more relaxed, attentive service offered here. These are the communities Porsche Center Hsinchu seeks to serve.

Sales Manager Ronny Liu shares his insights with a smile, likening his role to that of a social observer. He notes a growing number of independent women now purchasing performance cars for themselves—a reflection of rising autonomy and self-expression. He recalls immediately recognizing a kindred spirit in a customer who arrived in a manual VW GTI—their shared passion for driving quickly led to friendship. Porsche’s extensive customization options allow the brand to cater to a diverse clientele. From exclusive paint finishes and performance upgrades to bespoke interiors and stitching details, each car becomes a unique expression of its driver.

Understanding a client’s true needs is central to Ronny’s philosophy. He proudly notes that the high-spec interior packages introduced in 2022 were well-received. “For 2023, we’re planning a bold lineup of rainbow-colored models,” he says. This creative freedom is made possible by the trust of an open-minded leadership team. “Sometimes they ask, ‘Are you nuts? Are you crazy?’” Liu laughs. “But that’s what makes it exciting.”

Looking ahead, Ronny envisions taking clients abroad—to feel the thrill of Porsche on international circuits, to conquer alpine passes in the Alps, or to experience icy tracks in Mongolia or Finland. Porsche Center Hsinchu remains committed to creating experiences that transcend expectations—immersive journeys that engage every sense.

➤ Photography  |  Zhang Yi-Ching

From Boyhood Dreams to Precision Reality — Porsche Center Hsinchu

As our conversation deepens, so does our understanding of Porsche’s lasting emotional appeal. Mr. Luo, a long-time client, recounts how he admired Porsche as a child, sketching its iconic forms in art class. His passion matured over time—culminating in his first Porsche purchase as an adult. A simple Google search—“Porsche Hsinchu”—led to the Center’s very first official order.

The Center’s generous space allowed for a more complete service experience. Even after purchasing his car, Mr. Luo frequently returns—not just to charge, but to connect. The showroom has become part of his daily rhythm, blending precision engineering with personal interaction.

➤ Client Mr. Luo. Photo by Zhang Yi-Ching

First Drives and Lasting Impressions

WABISABI: Do you remember your first time behind the wheel?

Mr. Luo: I do. There was a driving school near my house, and I just knew how to drive once I held the steering wheel. After getting my license, I didn’t drive much—until the SARS outbreak. I was studying in Taipei, and my father gave me a domestic car to avoid public transport. The first time on the freeway was intense—and memorable. A Mercedes SLK circled me, speeding up, slowing down, playing. The road was empty. I was the only target.

A Lifelong Passion for Porsche

WABISABI: When did you first dream of owning a Porsche?

Mr. Luo: Every man has a Porsche in his heart. I used to draw 911s and F430s all the time in school. They were the supercars of my dreams. Years ago, my father wanted a new car, and I found Porsche for him. That was when I learned Porsche doesn’t negotiate. They build, and you drive. Once, we were driving separately on a mountain road—he in his Panamera 4, me in my tuned VW. I couldn’t catch him. I asked, “Why were you going so fast?” He said, “I wasn’t.” That’s when I realized Porsche’s chassis is on another level.

➤ Photography  |  Zhang Yi-Ching

➤ Photography  |  Zhang Yi-Ching

Daily Performance, Built for Life

WABISABI: What about Porsche’s philosophy speaks to you?

Mr. Luo: Porsche is practical. It’s a supercar you can drive every day. That’s rare. It’s reliable, the suspension is comfortable, and every engine is newly developed. They focus on doing one thing perfectly—driving. No gimmicks. And Porsche holds value. Keep it maintained, and it lasts. Parts are always available.

I work in manufacturing. I value precision. We use German lubricants in our machines—twenty times the cost, but they last. Porsche is the same. It’s stable, reliable, and worth every cent over time.

A Connection Forged by Curiosity

WABISABI: How did you first connect with Porsche Center Hsinchu?

Mr. Luo: My old car had over 90,000 kilometers, so I switched to an EV—less maintenance. I found Porsche Hsinchu through a search. The showroom wasn’t finished—no order forms, no contracts. I kept following up: “Is it ready?” On July 17, 2020, they brought me order number 000001.

➤ Photography  |  Zhang Yi-Ching

A Place to Belong

WABISABI: What was your first impression of the Center?

Mr. Luo: It’s huge—so much better than before. I used to go to Taoyuan, but now everything’s here. The space allows for better service. You can see everything in the workshop—nothing hidden.

Once, my AC failed due to the heat. Porsche Taiwan upgraded the part from Germany. It took three weeks, and they gave me a loaner car. Service was excellent. Now, I come here to charge, have coffee, chat with neighbors, and check out the new models.

Driving Confidence, Engineered for Precision

WABISABI: What makes driving a Porsche special for you?

Mr. Luo: The chassis—it responds. You can feel the road. At high speeds, it’s stable, yet precise. I like testing its limits on curves—it tells you exactly where they are. And in the city? Of course, I drive safely. But a car like this protects you. Others keep their distance. (laughs)

➤ Photography  |  Zhang Yi-Ching

Porsche Centre Hsinchu @porschecentrehsinchu