Porsche is opening its first Canadian Experience Centre (PEC) in Pickering, east of Toronto, on June 18. This 'automotive playground' features purpose-built tracks, a drag strip, and a low-grip handling track, offering drivers the chance to test Porsche models for a fee, or as a complimentary session with certain car purchases. The centre aims to foster brand loyalty and introduce new customers to Porsche, with prices ranging from $140 for demo laps to $1,700 for 90-minute test-drives.
Taking Porsche’s new Toronto-area driver’s playground for a test-drive
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Porsche is opening its first Canadian Experience Centre (PEC) in Pickering, east of Toronto, on June 18. This 'automotive playground' features purpose-built tracks, a drag strip, and a low-grip handling track, offering drivers the chance to test Porsche models for a fee, or as a complimentary session with certain car purchases. The centre aims to foster brand loyalty and introduce new customers to Porsche, with prices ranging from $140 for demo laps to $1,700 for 90-minute test-drives.
- 1 2008: The first Porsche Experience Centre opened in England.
- 2 Late May (likely 2025): A reporter visited the Centre.
- 3 June 18 (likely 2025): Porsche Experience Centre Toronto will open.
- 4 2027: The 11th PEC is set to open in Singapore.
- Increased brand engagement and loyalty for Porsche
- Potential for increased sales of Porsche vehicles
- New recreational/experiential automotive venue in the Toronto area
- Opportunity for drivers to experience high-performance driving in a controlled environment
What: Porsche is opening its first Canadian Experience Centre (PEC) in the Toronto area, offering drivers the opportunity to test-drive Porsche vehicles on purpose-built tracks.
When: June 18 (opening date); late May (reporter visit); 2008 (first PEC opened in England); 2027 (11th PEC to open in Singapore); 10 years ago (justification for PEC in Toronto).
Where: Pickering, Ontario, Canada (east of Toronto); England (first PEC); Singapore (next PEC); California (Laguna Seca); Germany (Nürburgring); Monaco (Formula One street circuit); Quebec (Ice Experience pop-up).
Why: To foster existing customer relationships, introduce new people to the Porsche brand, spark the dream of Porsche ownership, and generate revenue through corporate and retail bookings and special events. Canada is now a major luxury car market and a top-10 global market for Porsche.
How: Porsche built a sprawling automotive playground with various tracks (handling, drag strip, low-grip), offers test-drives and demo laps for a fee, provides professional instructors, and includes a 'Sim Lab' for younger enthusiasts. The centre is designed to be a family-friendly space and can host events like weddings.