Porsche’s soon-to-open North American headquarters in Atlanta, Georgia will feature a 1.6-mile test track and a customer experience center that dealers could use to hasten the closure of sales or reward a loyal customer. According to Detlev von Platen, chief executive of Porsche Cars North America, the 1.6-mile test track and the customer experience center could be booked by dealers for individual customers or for a whole-day group tour.
Following a groundbreaking ceremony for the headquarters project, von Platen urged dealers to invest and make sure that the Porsche brand is kept a little bit different in the way the products are experienced. He added that dealers are “very integrated” on the project.
The CEO of Porsche Cars North America noted that around 80 percent of the US population is within a two-hour flight of Atlanta, since the carmaker’s new $100 million headquarters is just adjacent to Hartsfield-Jackson Atlanta International Airport, considered as the world’s busiest airport.
When the Atlanta headquarters opens in 2014, Porsche expects up to 20,000 visitors annually at the customer experience center and test track. James Taylor, the center’s manager, said that around 15 percent of those visitors could be arranged through dealerships. A visit to the Atlanta test track and customer experience center could serve as a reward for loyal Porsche buyers. It could help a dealer close a sale with a customer. Customers could opt to take delivery of a new vehicle in Atlanta and drive it on the test track.
The customer experience center also features a museum, restaurant, simulators, conference center and a classic car restoration center. Von Platen remarked that the center is an open place for getting the brand experience to its customers and dealers. As for customer on the US West Coast, Porsche is planning to build a larger test track in Los Angeles.