German sports car major Porsche Cars North America (PCNA) has opened $100m experience center and headquarters in Atlanta, Georgia, with a view to expand its footprint across the US.
In what has been billed as the highest investment made by the firm outside its home ground, the Porsche Experience Center (PEC) at the northeast corner of Hartsfield-Jackson Atlanta International Airport includes driver development track, classic car gallery, restoration unit, human performance center and driving simulator lab.
Porsche's executive board chairman Matthias Mueller said: "We are investing more than ever before, heightening visibility for the Porsche brand in the US and worldwide."
Sprawled over 27 acres, the PEC is said to be industry-first facility housing a business center spread across 13,000ft2 with a conference room, an event space and a fine dining restaurant on its premises. The 1.6-mile-long driver development track consists of six instructor-led driving modules.
The facility is estimated to draw an annual footfall of 30,000 visitors.
PCNA president and CEO Detlev von Platen said: "Our vision for our new home was to create a bold, energizing environment here in Atlanta to demonstrate the unique capabilities of our sports cars."
After considering more than 70 sites across various states, Porsche finally zeroed in on Atlanta because of the infrastructure and skilled workforce available in the region. Proximity of PEC to the airport also makes the center approachable for 80% of the US population.
Image: Driver development track at Porsche Experience Center (PEC) in Atlanta, Georgia. Photo: courtesy of Porsche.
