Porsche Breaks Ground for 2nd Track at Experience Center in Atlanta

Monday, January 3rd, 2022

The Porsche Experience Center in Atlanta, which offers thrilling drives for visitors with a full brand immersion including a museum, shop and dining, has embarked on a major expansion of the facility.

Construction has begun on a second track that effectively doubles the length of the existing driver development course. The new section can be driven on its own or in combination with the existing track and adds features inspired by some of the world’s best roads and racing turns - designed to give both the drivers and the cars an intense workout. The project is a cornerstone of a multi-million dollar investment in further developing the headquarters campus of Porsche Cars North America, Inc. (PCNA).

The track expansion is a portion of the 33-acre site development adjacent to the existing 27-acre headquarters, which first opened in 2015. Construction will be ongoing through 2023 and includes a new Porsche Classic Factory Restoration facility, a parking deck and the already-opened Porsche Service Center South Atlanta.

“The physical connection a driver enjoys with our sports cars is core to the Porsche brand, which is why we’re expanding this option even as we and our dealers invest in new digital touchpoints for customers. The two worlds – digital and real – complement each other,” said Kjell Gruner, President and CEO of PCNA. “Whether a Porsche owner or not, the Experience Centers in Atlanta and LA serve as destinations where anyone can experience the thrill of a Porsche sports car and learn more about the brand. The Atlanta center has already hosted more than 6,000 visitors a month in normal times, and we hope the track expansion excites many more to come engage with Porsche.”