Training for a new chapter

The end goal is always to deliver a customer experience that is second to none.

With Taycan’s Australian arrival looming large on the horizon in 2020, Porsche Centre Brighton anticipated the beginning of a new chapter in its automotive history. Similarly, Porsche Cars Australia (PCA) thought there was no better time to launch a new training centre to cater for this new class of motor vehicle. With the past and future equal considerations, the centre had to cater for conventional vehicles and the automotive future – Electric Vehicles (EVs).

‘We’ve known for some time that we wanted to advance our facilities for training. There’s been discussions for a number of years,’ says Heath Francis, Training Academy Manager, Porsche Cars Australia.

‘The catalyst for doing it right now was the arrival of the Taycan. Training for an electric vehicle – especially with a product as complex and as technically advanced as a Porsche – brings different requirements than what we have traditionally delivered. Not only in the technical space; the whole approach to the customer journey and expectation changes as well. ‘We knew we had to build a facility that was equipped for that challenge. We had to make sure we had the right space, the right tooling, and the right equipment, to make sure our staff were well-prepared for the Taycan and the future EV product we know is coming. ‘We’re also very proud of the training we deliver at Porsche. I’d certainly like to think that the training we offer is best in class – we take a huge amount of pride in what we do, and we wanted a facility that reflected that.’

In late November 2020, the keys to the 837m2 Essendon Fields facility were handed over. Despite the tribulations caused by the Coronavirus, the purpose-built facility was ready on time. ‘What is fantastic about this facility is that it’s purpose built for Porsche,’ Heath says. ‘We’ve built it specifically to deliver our training programs, and we built flexibility into that design.’

From the very first step, the building invites you into a spacious brand lounge – a large multipurpose area where product training, skills and management training is conducted interactively. At the back of the building sit two large divisible training rooms alongside two spacious technical workshops.

The paramount importance of flexibility in the building’s design is immediately apparent. Walls open from front to back; in fact, the building’s entire side can be opened out to create one huge space. All the furniture is mobile, making the process of repurposing the space even easier. Every conceivable configuration has been made possible, from a traditional classroom to interactive learning spaces.

Designed in conjunction with Porsche AG’s global architectural team, the very latest in equipment and technology were specified for the project. Instead of projectors, large portable flatscreens and electronic whiteboards enable trainers to distribute content directly to iPads or personal laptops. The workshops offer the flexibility of in-ground hoists that can be lowered below ground level to create an expansive event space when not in use for technical training. ‘We also have the latest Porsche technical and diagnostic equipment installed, including a brand-new alignment hoist to train camera and sensor alignment, as that technology is increasing in complexity every day,’ Heath says. ‘We have all the necessary charging infrastructure for the new EV product, while still making sure we are set up for our more classic vehicles.’

To deliver the training content itself, PCA employs three dedicated Training Specialists. Two focus on the delivery of technical content, while the other focuses on frontline skills and product training. As Heath explains, outside trainers are rarely used. ‘With a brand like Porsche, that knowledge, that expertise, that passion for the brand … you can’t get that through outsourcing. We do have a couple of trusted experts that we bring in from time to time, but they have extensive Porsche experience and are very familiar with our brand. ‘It goes without saying that Porsche attracts very high-calibre talent, so the bar for our training and development activity is extremely high,’ he continues. ‘But that’s Porsche, right? ‘Our trainers are very experienced in their fields; there are also a number of internal certifications that they take part in.

‘We also draw on support from Porsche AG,’ Heath adds. ‘We head to Europe with every new car release to study every facet of the new product, and bring that knowledge back. Our team pieces together how that should translate into our region, then tailors it to meet the needs of our local market, and most importantly our customers.’

Porsche’s training philosophy has always been to equip staff such as those from Porsche Centre Brighton with the necessary tools and skills to provide their customers with a peerless, all-encompassing experience. No Porsche Centre Brighton staff member is excluded. Everyone, from the front desk staff to the Service Concierge to the Service Technicians, forms an integral part of this inclusive philosophy. ‘The reason that our Training Academy exists is really to ensure that our customer experience is as individual and personalised as the cars we build,’ Mr Francis notes. ‘We talk a lot about passion – the passion that our customers already have for our brand, and ensuring we deliver that same passion at every single customer touchpoint.’ The Australian market, which Porsche Centre Brighton serves, is as distinctive and individual as its loyal customers. For Porsche Centre Brighton, it has never been and will never be a ‘one size fits all’ approach.

Heath expands on the importance of this tailored philosophy of service. ‘This is where all the Porsche Centre Brighton dealer staff will be trained – from our Welcome to Porsche induction program for new staff, through product training, skills, management, technical and all our various certification programs.’

Training programs have already been completed at the new facility, with Porsche Centre Brighton technicians receiving the first of many training sessions on the new Taycan. Frontline Porsche Centre Brighton staff have also started their training with an initial two-day course to familiarise themselves with the Taycan, becoming conversant with its many features in a hands-on manner while building on the virtual classroom training they completed during the recent COVID lockdowns.

While Porsche has multiple training centres worldwide, the new Essendon Fields site is recognised as a leading-edge facility even by Porsche standards. A great deal of time was spent on the new facility’s design, function and equipment, with the goal of enriching every Porsche customer’s experience well into the future. •