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.
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.
In a statement, Porsche Cars North America President and CEO Detlev von Platen related that this first-rate facility helps highlight that brand’s commitment to both dealers and customers in the U.S. This is not surprising considering that the U.S. continues to be the brand’s biggest market. President von Platen continues by saying that today’s event is a way of saying that Porsche will be permanently staying in Atlanta, a city the brand is more than proud to call its home going back to 1998.
Other attendees to this event include Georgia Governor Nathan Deal and Atlanta Mayor Kasim Reed. Governor Nathan Deal revealed that the new headquarters of Porsche is an excellent addition to the state’s economy and will become a unique travel destination especially for the millions of travelers who go to Georgia every year.
He added that he is sure that given the brand’s success, innovation, and vision, One Porsche drive will become a highly celebrated address. It may also be one of the world’s greatest driving experiences, he continued. Mayor Reed meanwhile said that he is happy to welcome Aerotropolis development site’s first tenant. By setting up a facility, he continued, Porsche highlights the city’s ongoing commitment of attracting iconic brands and world-class companies.
According to Mayor Reed, it also sends a clear message to other companies that the city of Atlanta is indeed open for business. Facilities in the nearby vicinity include the headquarters of Delta Air Lines and the main processing center of Wachovia Bank. It is also near the busiest airport in the world, which has served, in 2011, at least 92 million travelers.