Digitization is coming for the automobile industry. A connected driver, smart cars, and responsive roads are not far-off visions for the future, but right around the corner.
With that in mind, automobile companies are now establishing digital divisions to focus on software and internet-enabled innovation.
Porsche Digital, a subsidiary business of Porsche AG, has today opened its newest office and second U.S. location in Atlanta. The office will be co-located with the Atlanta headquarters of Porsche Cars North America (PCNA) and will look to employ about 15 by end of year.
“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 PCNA President and CEO Klaus Zellmer in a statement.
“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.”
Porsche Digital was founded in 2016 in Germany. Atlanta is the sixth office globally, following openings in Berlin, Shanghai, Tel Aviv and Silicon Valley.
Porsche Digital works to not only conceive of and develop Porsche products, but also act as the go-between to new businesses and partners, scouting upcoming digital trends, technologies, and startups that the luxury car company might be interested in exploring further.
The Porsche Digital Atlanta team will specifically focus on the needs of the company’s North American customers, working closely with the 400 PCNA employees. Company representatives cite two primary products: customer portal, My Porsche, and a new digital e-commerce and service platform.
Beyond co-location with PCNA, company officials cite Atlanta’s robust tech talent and innovation sector as reasons for the decision to locate the office here.
Last year, Mercedes-Benz parent company Daimler opened an outpost of its innovation center, Lab1886, in Atlanta. Also focused on software, digitization, and automotive and mobility trends, Lab1886 Atlanta now employs almost two dozen.
As talent continues to move to or remain in the city to work for these future-minded organizations, Atlanta stands to become a hub for mobility innovation.
“North America is home to both a highly engaged Porsche enthusiast base and some of the world’s leading tech talent,” said Porsche Digital GmbH COO Stefan Zerweck. “It makes sense to deepen our team capabilities and our business roots in this market.”
The company is currently hiring for several roles including developers and product managers.