New Porsche HQ in Atlanta to have test track, customer experience center

Article by Anita Panait, on November 29, 2012

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.

Press Release

Porsche Cars North America Celebrated a Landmark Groundbreaking

Porsche Cars North America, Inc. (PCNA), importer and distributor of Porsche sports cars, Cayenne SUVs and the Panamera four-door sports sedan, today celebrated a landmark groundbreaking of its new headquarters, to be known as One Porsche Drive. Located adjacent to Hartsfield-Jackson Atlanta International Airport, the 26.4-acre site is the first complex to be built in the “Aerotropolis Atlanta” business district.

Employees from Porsche Cars North America and its affiliates Porsche Financial Services, Porsche Business Services, and Porsche Consulting attended the event alongside executives from Porsche Group companies in North America and Germany, as well as local dignitaries. Most of Porsche’s North American operations will be consolidated under one roof once the new facility is finished in the second half of 2014.

“Porsche’s presence has been embraced by Atlanta and the state of Georgia for the last 14 years,” said Matthias Mueller, President and CEO of Porsche AG. “We’re happy to reciprocate the sentiment with this new facility, which contributes to the state’s economic development and also adds a bit of glamor to the local community.”

Mueller also reminded the audience of the lasting love affair of the Americans with Porsche, which goes back to the early fifties and is a powerful incentive for the company to safeguard and nurture this extraordinary relationship. “Our investment here in Atlanta is a testament to our belief in the future of this great nation and, above all, our confidence in this very important market,” he said.

Ultimately, One Porsche Drive will house 400 employees, including 100 jobs that will be new to Georgia. In addition to corporate offices, it will also be comprised of a Technical Service and Training Center, a Conference Center and a Museum. As an industry first, the Porsche headquarters campus will feature a Customer Experience Center including a 1.6-mile test track and handling road course to showcase the capabilities of Porsche’s industry-leading vehicles.

“This world-class facility underscores our commitment to customers and dealers in the United States, which remains the single largest market for Porsche vehicles,” said Detlev von Platen, President and CEO, Porsche Cars North America. “Today’s ceremony also symbolizes Porsche putting down permanent roots here in Atlanta, a city we have proudly called home since 1998.”

Atlanta Mayor Kasim Reed and Georgia Governor Nathan Deal were among the event attendees.

“I am delighted to extend a warm welcome to the first tenant of the Aerotropolis development site,” said Atlanta Mayor Kasim Reed. “Porsche’s presence here underscores the City of Atlanta’s continuing commitment to attract world-class companies and iconic brands to our city. Furthermore, it sends a clear and unmistakable signal to other companies that Atlanta is open for business.”

Neighboring facilities currently include the Delta Air Lines world headquarters, Wachovia Bank’s principal processing center and the world’s busiest airport, which served more than 92 million travelers in 2011.

“Porsche’s new headquarters is a terrific asset to Georgia’s economy and a unique travel destination for the millions of travelers who arrive in our great state each year,” said Nathan Deal, Governor of Georgia. “I’m confident One Porsche Drive will become a renowned address that stands for vision, innovation and success – as well as one of the greatest driving experiences in the world.”

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