Porsche Luring Aficionados to New Atlanta Headquarters

German maker opens $100 million experience center.

by on May.08, 2015

Porsche opened its new $100 million experience center that is part headquarters and part interactive museum in Atlanta.

Think expensive and think unique seems to be the motto for Porsche Cars North America as it opened the $100 million Porsche Experience Center and headquarters in Atlanta, Georgia.

The 27-acre complex located at the Northeast corner of Hartsfield-Jackson Atlanta International Airport is the maker’s largest investment outside Germany. The sports-car manufacturer has spared no expense on a museums and factory-centered delivery centers designed specifically to enhance the mystique around the Porsche brand.

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Besides the headquarters office, the new complex includes a driver development track, classic car gallery, restoration center, human performance center, driving simulator lab and a fine dining restaurant. The state-of-the-art business center features 13,000 square feet of conference and event space.

The experience center has been specifically designed as a destination for the public, including automotive enthusiasts and Porsche customers, company executives said.

The Porsche Experience Center features a track where aficionados can get some real-world experience behind the wheel.

Matthias Mueller, chairman of the Executive Board of Porsche, said the opening of experience was a milestone for Porsche as it expands its footprint in the United States.

“We are investing more than ever before, heightening visibility for the Porsche brand in the U.S. and worldwide,” he said.

An estimated 30,000 guests are expected to visit the uniquely designed Porsche Experience Center each year. Visitors and corporate groups can hone their driving skills, reserve meeting space in the fully equipped business center, view classic Porsche automobiles or dine at Restaurant 356, aptly named 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.”

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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.

More than 70 alternative locations in a number of states were considered during site selection. In the end, Atlanta’s transportation infrastructure and strong support from the city and the state were key reasons for the decision to expand in Atlanta. The proximity to the world’s busiest airport allows approximately 80% of the U.S. population to reach the Porsche Experience Center within two-and-a-half hours of flying time.

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Porsche Cars North America (PCNA) has called the Atlanta area home since 1998. PCNA is now joined by Porsche Financial Services, Porsche Business Services, Porsche Consulting and Mieschke Hofmann & Partners, with all five entities housed under the same roof. Ultimately, 450 employees will be based at the new headquarters, more than 100 of who fill positions that are new to Georgia.

The site of the experience center is located in Aerotropolis Atlanta and has sparked speculation that Volkswagen of America and Audi could eventually move to the Atlanta area. While the move to Atlanta would be VOA officials closer to VW’s assembly plant in Chattanooga, Tenn., which is north of Atlanta.

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The site of the Porsche Experience Center also has a long automotive history. Part of it belonged to the Ford Motor Co., which operated an assembly plant close by the airport until 2006. Ford closed the Atlanta assembly plant permanently in October 2006 as the company restructured. The site was subsequently cleared for redevelopment.

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2 Responses to “Porsche Luring Aficionados to New Atlanta Headquarters”

  1. Jorge says:

    Sounds like quite a complex with a lot to offer Porsche enthusiasts. This should certainly help promote the Porsche brand. With Porsche selling close to 50% of it’s production in the U.S., there is good reason to invest here.

    As far as VOA who prefers the moniker VGoA, the execs are not particularly interested in being closer to CHAT. They prefer hobnobbing with DC socialites. The auto Biz is kinda a distraction… LOL

  2. Bob says:

    “The site of the experience center is located in Aerotropolis Atlanta” Aerotropolis???? The experience center is located in Hapeville, Georgia.

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