Sun | Sep 24, 2017

Porsche showroom for Knutsford Boulevard

Published:Wednesday | March 15, 2017 | 3:00 AMNeville Graham
Persons walk by the showroom being developed for the Porsche dealership at Knutsford Boulevard, New Kingston on Tuesday, March 14, 2017.

Supercar brand Porsche is moving to the centre of the business district in New Kingston, where its showroom is in the final stages of development.

ATL Automotive has leased the ground floor of a building from property conglomerate Pan-Jam Investment Limited, space that was previously occupied by IBM Jamaica. The international computer business has moved up to the second floor of the building.

The Porsche showroom was still papered over up to Tuesday, even while showing enough to draw the eyes of curious onlookers, whose view up to recently had been blocked by a 12-foot fence.

CEO of ATL Group, Adam Stewart, confirmed that the showroom will open for business by this weekend.

"The interior was about 98 per cent done when I visited last weekend. The cars will be in by this weekend," Stewart told Gleaner Business, even while declining to state the investment he is making in the showroom.

ATL acquired the local dealership for Porsche last year, extending its partnership with Volkswagen, whose brands it sells from showrooms at Oxford Road, which is on the outer edges of New Kingston.

 

DISCRETE MARKET

 

The first set of vehicles arrived in December, drawing attention as the convoy with police escort wound its way to Oxford Road. Porsche is targeted at a discrete market willing to shell out up to $31 million for the luxury vehicle.

New Kingston is home to several financial institutions, but the alignment of companies also spans eateries, entertainment, car rental, and a row of hotels. The ATL showroom is a new addition to the category of services.

"The whole interior of 6,000 square feet will have a six-car showroom," said Stewart. "We deliberately wanted it to be on Jamaica's highest high street," Stewart said.

He added that ATL is deliberately divorcing the Porsche operations from the other brands in order to deliver a highly personalised service to clientele in luxurious settings.

"The tiles were imported from Italy. The furniture was all designed and built in Germany and this was all based on Porsche, regulations," he said. "We tried to do it locally, but Porsche would not allow us."

The staff is being trained by the British Guild of English Butlers.

"If a customer wants to design a Porsche we will close the showrooms and do private viewings for them. There will be everything wine, cheese, canapes while they build their dream car," Stewart said.

The showroom sits at the corner of Knutsford Boulevard and Barbados Avenue.

"We worked with Pan-Jam for quite a while. They were fantastic at facilitating us being on the ground floor," Stewart said.

neville.graham@gleanerjm.com