Remember how, massively contrary to mainstream claims, automobile ownership is actually one of the most unequally distributed of all so-called “consumer” product categories? While their apologists manufacture dogmas about how cars unite the whole society across class lines, the reality is that, for the rich, cars are luxurious toys paid for out of petty cash.
This fact is an interesting aspect of the social psychology of the overclass as it relates to the perpetuation of cars-first transportation. The main factor in that endeavor is surely institutional, a matter of corporate imperatives and the corollary pressures of mainstream politics. But the ability to tolerate and encourage that institutional momentum is certainly rooted in the monied mindset. As recent research has begun to show with precision, the rich are different — they are more personally grasping and socially oblivious than the rest of us. My guess is that this is partly because power/privilege attracts the corrupt, and also because living with great privilege tends to go to anybody’s head.
In any event, here at DbC, we consider it part of our mission to track how the overclass uses, as well as pushes, cars.
The topic arises today because DbC has just learned that Porsche is about to break ground on two Porsche Performance Centers here in the United States — one in Los Angeles and one in Atlanta. (Other PPCs already exist in Germany and England.)
What is a Porsche Performance Center? Essentially, a DisneyLand for Porsche owners. The main attraction is the Porsche test track, on which, for a fee, visitors can live out their race-car and/or auto-mountaineering fantasies:
The centerpiece of the complex will be a world-class test track and handling course, including areas where special surfaces replicate rain, ice, and snow conditions. These training sections include the Ice Hill, where a steep slope, computer-controlled water jets, and a low-friction surface will challenge even the most experienced drivers and help them improve their real-world skills. A special off-road area will combine 45-degree declines and ascents – ideal terrain for unleashing a Porsche Cayenne.
Of course, part of the idea is not just deepening Porsche owners’ brand loyalty, but also selling some Porsches:
The new West Coast location will be situated near the intersection of two major Los Angeles area traffic arteries, the 405 and 110 Freeways, is just minutes from Los Angeles International Airport (LAX) and is basically in the heart of Southern California, Porsche’s largest market in the United States.
At LAX alone, over 59 million travelers passed through the airport in 2010. Another 15 million consumers reside within a 50-mile radius from the facility, and even more are based within a few hours travel time by car, including Orange and San Diego counties, California and major markets to the North.
“Our mission is to help everyone who loves automobiles and car culture to experience the pure joy, the art, and the science of driving,” said James Taylor, general manager, Porsche Experience Center. “Whether you want to experience the latest Porsche models like the new seventh-generation Porsche 911, upgrade your personal performance as a racer or athlete, or host a car club event or a product launch, we look forward to working with customers to create a memorable program.”
That “everyone,” of course, is hyperbole, given Porsche’s prices. The really interesting demographic is the number of capitalists who pass through LAX and reside in the area.
Meanwhile, while at the PPC, the aspiring racer/mountain scaler/athlete/product launcher can:
Come and learn about the exciting range of options available when buying a Porsche. The Personlisation Lounges allow you to sit down with an expert consultant and discuss the full range of options available when purchasing a Porsche. Uniquely to the Porsche Experience Centre you can test the more technical options in the cars when you are on your driving experience. Options on many vehicles on the driving experience fleet include the PDK gearbox and Sport Chrono Plus.
To see the more aesthetic options available you can build your dream Porsche using the Porsche Car Configurator with expert advice from our consultants. We want to show you what we can do down to the smallest detail. The only limit is your imagination. Make an appointment with your local Porsche Centre to discuss your requirements. Alternatively let us know when you are booking your driving experience or event if you are interested in a personalisation consultation session.
Not uninterestingly, here is Porsche’s admission about why PPCs are an attractive idea:
“Helping enthusiasts feel and connect with their vehicle’s full potential through intelligent engineering has always been a part of the Porsche philosophy,” said Detlev von Platen, President and CEO of Porsche Cars North America. “Now, we are excited to turn dreams into reality for all driving enthusiasts by creating a safe, exhilarating environment for experiencing the pleasure of being in the driver’s seat.”
In other words, Porsche knows it is in the business of selling its customers way more car than can actually be used. Race cars sit in traffic jams just like 25 year-old jalopies, and draw huge tickets, license sanctions, and lawsuits, if “unleashed” on public roads. Luxury SUVs, as every maker knows, are almost never driven off-road. Hence, in order to “connect with their vehicle’s full potential,” Porsche’s privileged market needs access to playlands where speeding and hill-climbing can be done in closed, Disney-fied conditions.
The price of a Porsche Cayenne SUV, by the way? $48,200 to $107,100.
The price of one “Porsche Cayenne Driving Experience” at the English PPC? £275.00, aka $440. Lunch at the Porsche Restaurant? £30 per person.
The ultimate cost of our overseers’ special blend of greed, childishness, and eco-social heedlessness? You tell me…