Vlastimil Fric
Managing Director, Porsche Ořech

Vlastimil Fric, an experienced manager in the premium automotive sector, opens the door to a world where Porsche, Lamborghini and Bentley come together under one roof. In this interview, he talks about his vision for a new luxury complex in Ořech, transforming car showrooms into experiential spaces, digital innovations and how the expectations of premium car customers are changing. He also reveals what he still enjoys in the automotive world and how he imagines the ideal customer experience in five years’ time.

The new exclusive Porsche Ořech complex has just opened. When will the public be able to see it for the first time?

We officially opened the new complex in Ořech in November, and since December it has been open to the general public. The showroom and service centre are up and running, and our sales staff are ready to provide customers with highly personalised service. I believe that this new Porsche Sales and Service Point will be very successful and help us to better reach future customers and satisfy existing ones. That is our priority: the customer must be at the centre of everything we do.

The new complex, as well as being a state-of-the-art­ Sales and Service Centre, is also intended to be an experiential space. What was your main vision when creating it?

In line with all brand standards, we wanted to create a venue with its own unique atmosphere. A space where the customer does not feel pressured into making a decision, but where they have time to experience the emotions that these brands evoke. We wanted more than just an impressive building, we wanted an environment that supports a personal experience, both when buying a car, servicing it or visiting your dealer or technician.

How is the concept of the car showroom changing in an age when customers are looking not only for a product but also for brand value?

Previously, it was mainly about configuring and taking the car for a test drive. Today, it is about identity, feelings and emotions. The customer wants authenticity, a professional approach and an environment where they can think, ask questions and get answers. The showroom is becoming a dialogue space where one spends a lot of time before deciding on a new car. The Porsche brand sets standards and trends. And we want to give our clients the highest standards, to be the ones who lead the way.

What does opening this new facility for three such exceptional brands mean to you personally?

It is both an honour and a responsibility. Each brand has a strong and clearly defined DNA. Porsche is about precision and a pure driving experience. Lamborghini is pure energy and passion. Bentley is elegance, peace and total comfort. Bringing them together in one place means understanding their differences and their common philosophy of quality. It should be noted that many of our customers already own cars of all three brands and look forward to having everything under one roof, so to speak.

How will the customer experience differ from traditional showrooms?

The customer experience will differ from traditional “bulk-brand” showrooms, particularly in terms of approach. We want to make our customers feel comfortable, so that we are not just a buying/selling/servicing location for their cars. We enjoy talking to our customers and seeing them. Customers should have their own space and time. We do not want to pressure or rush anyone. We want to go through every decision together, with respect for individual needs. The entire process is personal and relaxed, both in sales and service. Every­thing is about an individual approach, where each of our ­customers has their “dedicated” dealer who takes care of them from start to finish. And for us, the sale or handover of a car is by no means the end of our customer relationship. The customer becomes part of us, part of the world of Porsche Ořech.

Do you also offer digital and personalised services?

Yes. Our goal is to offer customers convenience. Digitization, remote consultations, configuration archives, personalised offers and access to model-specific private events will all be the norm. Customisation and a personal approach are not an added service, but a basic form of customer care.

If you had to describe each brand in one word:

Porsche: icon

Bentley: luxury

Lamborghini: extravagance

What type of customer does each brand attract?

Tough question, and one that cannot be answered precisely, as it would depend on the specific model, not just the brand. All three brands are premium and luxurious. We have customers who have one brand as their family car and another brand for sports driving and vice versa. So, broadly speaking, we could say that it is always the most demanding customers.

The automotive market is changing. What is your response?

If we think of changes in terms of electrification, digitalisation and sustainability, we should not view them as threats, but as opportunities to take comfort and experience to a new level. If these are changes in customer service, such as customers ordering a car online and picking it up somewhere or having it delivered, I certainly do not expect such changes with the brands we offer. It is possible that a few of our customers may prefer this approach and we will accommodate them, but we base our customer approach on a more individual, personal approach.

So how do you perceive the emergence of electrification in the super sports sector?

Performance remains unchanged, quite the contrary. What changes, however, is how it is expressed. Electric cars deliver immediate power and silence, which has its own elegance. It is a different but very intense type of emotion. However, a significant part of our product range consists of cars with hybrid technology, combining large-capacity engines with “electric doping.” For example, the V12 engine with three electric ­motors in the Revuelto model.

How important is the relationship between the customer and the team?

Crucial. At a certain stage, it becomes less about the product and more about trust. And trust comes from human relationships, not from a car configurator.