Porsche is showing Georgia some love. The automaker is unveiling its new $100 million Porsche Experience Center headquarters in Atlanta. It’s the largest investment for Porsche outside Germany and features a track, classic car gallery, restoration center, event space, and even a place to grab a bite to eat. Porsche calls it a reflection of its past, present and future.
“Today we celebrate a significant milestone in the history of Porsche as we expand our footprint in the United States and reaffirm our commitment to the state of Georgia and the city of Atlanta,” said Matthias Mueller, Chairman of the Executive Board of Porsche. “We are investing more than ever before, heightening visibility for the Porsche brand in the U.S. and worldwide.”
The 27-acre complex, which opens to the public this June, is located near the Hartsfield-Jackson Atlanta International Airport. Porsche estimates 30,000 guests will visit each year to get paid one-on-one instruction on unique test track modules and off-road courses, plus check out a classic car gallery, restoration center, human performance center and driving simulator lab. It’s targeting corporate execs, too, with a business and conference center, plus a fine dining restaurant named Restaurant 356, after the first production Porsche model.
“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,” said Detlev von Platen, President and CEO of Porsche Cars North America. “The experience center coupled with our headquarters is truly the first of its kind in the automotive industry where we welcome employees, partners, customers and enthusiasts alike.”
The 1.6-mile Driver Development Track runs through the courtyard of the facility and includes six instructor-led driving modules. The Handling Circuit, Off-Road Course, Dynamics Area, Low Friction Handling Circuit, Low Friction Circle and the only Kick Plate in North America are designed to demonstrate the engineering and technological capabilities of all Porsche models.
Porsche chose Atlanta out of more than 70 locations across the U.S. and the automaker is also planning to open an Experience Center in Los Angeles in 2016.
Things to know before you go: You don’t have to own a Porsche to visit, but you must be at least 21 with a current, valid Driver’s License to register for a Driving Experience. The center offers 30-60 minute sessions in our Driving Simulators for everyone, including those under 21. Anyone under the age of 16 must be accompanied by a parent or legal guardian at all times.