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Porsche’s $100-million US ‘experience center’ is the Mecca for brand faithful

Representing its largest investment outside fatherland, Germany, Porsche has revealed its 27-acre, $100-million ‘experience center’ and headquarters near Atlanta, Georgia.

This is great news for Porsche enthusiasts who don’t have the means to visit the Germany-based Porsche Museum, but still want to revel in the brand’s rich history. If you’re wondering, “why Atlanta?” Well, the automaker has had its U.S. headquarters there since 1998.

The 13,000 square-foot facility houses incredible art, an event center, classic car gallery, retail store, restoration center, and even a restaurant. Diners are treated to high-end food in the appropriately named “Restaurant 356,” which of course honors the brand’s first production model.

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Outside the building, there’s a 1.6-mile driver development track and off-road circuit where owners can pay to hone their skills under the instruction of Porsche factory drivers. That attraction alone could be worth the trip for many owners who want to unlock the potential of their cars, or at least experience a thrill from the passenger seat.

President and CEO of Porsche Cars North America, Detlev von Platen said of the facility: “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. 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.”

Porsche is hoping those words fire up about 30,000 enthusiasts to visit the experience center every year. And, well, considering the brand is already akin to a religious movement in some parts of the U.S., it’s not difficult to imagine a substantial flock will be congregating at their new temple.