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Automotive

Porsche merges golf, motors at exclusive Dubai event

December 3, 2024

Collectors from around the world converged on the UAE to share their passions for luxury cars and sports. Image credit: Porsche Collectors from around the world converged on the UAE to share their passions for luxury cars and sports. Image credit: Porsche

 

By Zach James

German automaker Porsche is celebrating its global community of clients.

The Porsche Golf Circle, an exclusive group of the company’s top customers, gathered in Dubai for a year-end game event last month. Together, 65 participants from more than 10 countries and four continents partook in multiple days of lavish experiences, on and off the green.

“Porsche Golf Circle events offer the chance for our customers from all over the world the opportunity to experience the passions of Porsche and golf in an exceptional way,” said Carolin Kunz, global community management of Porsche AG, in a statement.

“This event in Dubai with participants from twelve countries and four continents impressively underlines the international nature of this Community.”

Hole in one
To kick off the festivities, the group played an evening round at the Emirates Golf Club’s 9-hole Faldo Course.

The collective putt under the stars and floodlights, with a clear view of Dubai’s skyline of towering structures in the distance.

The opening night event was a team competition. Image credit: Porsche The opening night event was a team competition. Image credit: Porsche

Day two saw the group visit “Icons of Porsche,” the Middle East’s largest automotive festival, attended by 28,000 people. While there, the Porsche Golf Circle crossed over with other collector communities and brand ambassadors; the night ended with another round of golf between the multi-cultural collective.

“The people here are so cool,” said Christopher Hosken, a Porsche Golf Circle member, in a statement,

“And the coolest thing is the diversity of the people,” Mr. Hosken said. “The beauty of the brand Porsche is how much people love the cars and driving the cars, sharing stories about our great passion for them.”

The group hails from South Africa, the United States, Europe, the United Arab Emirates, China, India and South Korea, among other locales. Image credit: Porsche The group hails from South Africa, the United States, Europe, the United Arab Emirates, China, India and South Korea, among other locales. Image credit: Porsche

On the third day, the club went to Dubai Creek Golf & Yacht Club, which hosted the DP World Tour Dubai Invitational, playing a full game. Victories, defeats and the end of the Porsche Golf Circle’s 2024 season were celebrated during a community dinner at the One & Only Mirage resort and restaurant.

“We’re really happy to be here,” said Ty Vilhauer, an attendee of the multi-day event, in a statement.

“Porsche made a perfect job in bringing all of us together, it is so inclusive,” Mr. Vilhauer said. “We are talking about cars, we are talking about golf and just having a great time together.”

Branching out
The exclusive, community-driven event marks the high-end automotive sector's effort in diversification.

Luxury automakers, such as Lamborghini (see story) and Ferrari (see story), among many others, have expanded their reach in recent months and years, becoming lavish lifestyle brands rather than just car manufacturers.

Bentley, Genesis, Jaguar and Lexus have all made strides to have a presence outside of the industry they are known best for. Image credit: Porsche Bentley, Genesis, Jaguar and Lexus have all made strides to have a presence outside of the industry they are known best for. Image credit: Porsche

Porsche has previously participated in this marketing behavior as well, launching an experiential retail concept (see story) and collaborating with Italy’s La Marzocco, a maker of luxury espresso machines and grinders, on special-edition drops (see story).

 
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