Singapore is shaping up nicely as a motorsports hub. So much so, in fact, that Porsche Asia Pacific will look at setting up a Porsche Sport Driving School here.

The Porsche Sport Driving School offers a comprehensive range of performance driving programmes under the guidance of certified instructors. Porsche sports cars are used to develop these skills, which are said to be a solid foundation for those interested in entering formal racing or club events.

Currently, the only Porsche Sport Driving School in the region is at Mount Cotton, near Brisbane, Australia.

But when the permanent race track at Changi is built, its location beside Changi Exhibition Centre will create the 'perfect combination', says Porsche Asia Pacific's managing director Christer Ekberg.

'These two sites will really complement each other when it comes to activities by car manufacturers and distributors,' Mr Ekberg said yesterday at the start of the Porsche World Roadshow Singapore (PWRS) at the exhibition centre.

The sports car maker uses the PWRS to demonstrate its model range to potential customers and allow existing owners to compare their own cars with the rest of the line-up.

During a half-day programme that runs until Feb 22, a team of instructors from Germany will take a total of 200 guests through various exercises such as a slalom, moose test, braking and cornering.

This is the second time the PWRS is being held in Singapore - the first was in March 2007 on a closed road in Tuas.

PWRS events in the region are also held at the Sepang International Circuit outside Kuala Lumpur.

'An area like this (Changi Exhibition Centre) is like a huge parking lot,' said Mr Ekberg. 'It's better than a race circuit because a circuit has a maximum width. There are many exercises that need more space.'

But a race track is ideal for other driving exercises. 'So Changi Exhibition Centre would be a perfect combination with the circuit next door,' he explained.

He was referring to reports that tenders will be called soon for the race track, off Changi Coast Road. The delay is likely due to the size of the original site offered, which at 20 hectares has enough space for only a 2km track - much shorter than a regular 3.5km circuit.

Setting up a Porsche Sport Driving School would mean a big investment. Mr Ekberg declined to give details but said that starting a permanent programme like the school would require about 10 non-registered cars, a bonded area and a garage.

'Then we can use it as a hub to bring in customers from all over the region,' he said.

In the meantime, Porsche and its authorised distributor Stuttgart Auto are spending about $500,000 to organise the current roadshow.

'Even though the economy is tough, you have to be active in the market and maintain contact with your customers,' Mr Ekberg said. 'We want to create opportunities for a physical experience with our products.'

Alluding to parallel importers and the recent Customs crackdown on under-declaration, he said the roadshow is an 'investment' with Stuttgart Auto.

'We work through our authorised importers. Whatever we do with our importer, we consider the long-term target - to provide assurance and peace of mind to our customers.'

This article was first published in The Business Times on Feb 18, 2009.