Firestone is slated to become the home of the next Porsche dealership in Colorado — representing an approximate $26 million investment in the town — after the Firestone Planning Commission on Sept. 18, approved amendments to its planned unit development to build the on the 7.5-acre site in the Firestone Del Camino Junction Business Park.
“We landed on this site for a couple of reasons,” Dustin Carr with IndiGO Auto Group told the planning commission. “We purchased the Fort Collins Porsche in April 2024. With that being said, that store is maybe 2,500 square feet and it shares a building with Audi, and there’s also a Volkswagen facility there.” The company intends to “invest and build something greater and make it into what we think it can be. We want to come a bit closer to the Denver metro area. … We like this spot because we think this is where everything is starting to develop toward. Looking at this in the long term, a 30-year investment at minimum.”
The dealership will be located on the northern end of Firestone, west of the Interstate 25 Frontage Road. It is the last remaining vacant land in the business park. Carr said. “It’s very rare I can get my hands on a 7-acre site.”
In its narrative of the project to the city, indiGO Auto Group, reports that it “is a premier luxury automotive retailer, renowned for offering unparalleled experience with the world’s most coveted brands, including Porsche, Rolls-Royce, Bentley, Lamborghini, McLaren, Aston Martin, and Ferrari. With an emphasis on sophistication and exclusivity, indiGO creates a boutique atmosphere within its state-of-the-art showrooms, where personalized service is the hallmark.”
Carr said the auto group was started in 2010 in Louisville, Kentucky, but it was sold to a group in the Netherlands in 2017 and operates as the parent group’s only North American holding.
“We like to make our facilities destination facilities, very inviting,” Carra said. “We do ‘Cars and Coffee’ once a month and try to make it a community event. We have a lot of families, because kids want to see these cars and they get excited. We just opened in Little Rock (Arkansas) a year and half ago, and in Sugarland (Texas) where I live — that’s a $26 million facility. Having said that, the investment we’re looking to make into this property is in the $25-$26 million range.”
Planning commission members, who voted unanimously to approve the dealership, lauded the project.
This article was first published by BizWest, an independent news organization, and is published under a license agreement. © 2025 BizWest Media LLC.
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