Luxury Dematerialization Strategies: From Ownership to Experience – The Porsche Case

In the contemporary context, luxury is undergoing a radical transformation, shifting from a concept primarily tied to material ownership to a model that prioritizes experience, exclusive access, and intangibility. This phenomenon, known as luxury dematerialization, results from a combination of technological, economic, and cultural factors that are reshaping the expectations of high-end consumers. In particular, the evolution of consumption dynamics, the desire for personalization, and the growing importance of sustainability are driving luxury brands to rethink their strategies, moving from traditional purchasing models to more flexible, experience-focused solutions. This research explores luxury dematerialization strategies, with a particular focus on the Porsche case, a brand synonymous with exclusivity, innovation, and quality. The study analyzes how Porsche is embracing these new trends through a series of initiatives that combine premium services, digital innovation, and sustainable mobility. Specifically, the research examines flexible subscription models such as Porsche Drive, leasing solutions, advanced digital personalization programs, and immersive experiences created for customers. Additionally, the role of augmented reality and digital technologies in redefining the concept of luxury in the automotive industry will be explored. The objective of this research is to analyze how companies within the industry are adopting and adapting the concept of luxury dematerialization to meet the needs of a clientele increasingly interested in exclusive and sustainable solutions. The research is based on a qualitative analysis of the brand's strategies, case studies, and insights into emerging trends within the sector. This evolution represents a radical shift in the luxury paradigm, where value is no longer tied to ownership, but to the brand's ability to offer a superior, exclusive, and personalized experience.