Rendering of overhead view of Porsche Experience Center in Carson, Calif.
ATLANTA – Porsche Cars North America announced earlier this month at the Los Angeles Auto Show that it will build a Porsche Experience Center in Carson, Calif., in addition to the one being built as part of the company’s new U.S. headquarters in Atlanta, Ga.
The 51-acre Carson facility and road-handling course will be one of only five such sites in the world, including the original Porsche Experience Center at the Silverstone Circuit in Great Britain and Centers in Leipzig, Germany and Shanghai, China.
Driving enthusiasts can sign up for sessions with highly trained Porsche driving consultants, while new drivers can enroll in programs that teach technique for navigating today’s challenging roadways.
The Center will integrate off-road test tracks, boutiques for branded goods, and facilities for dining and meetings. The centerpiece of the complex will be a world-class track and handling course with areas whose special surfaces replicate rain, ice, and snow conditions. A special off-road area will combine 45-degree declines and ascents.
Rendering of Porsche Experience Center in Carson, Calif.
The Porsche Experience Center will also offer a Porsche Human Performance Center with a sports-science laboratory to maximize personal fitness, wellness and athletic performance.
Advertising Age magazine said this is one way Porsche’s marketers are matching up with BMW, a competitor whose U.S. factory in Spartanburg, S.C. sits near a BMW Performance Driving School. In another PR/marketing move, Porsche recently partnered with Delta Airlines to offer chauffeured service to Delta’s “High Value Customers.”
The West Coast Center will be built at the intersection of two major L.A. arteries, the 405 and 110 freeways, just minutes from Los Angeles International Airport. Once fully operational, the facility will employ approximately 70 full- and part-time staff members. Groundbreaking is scheduled for spring 2012.
The Los Angeles area is Porsche’s largest U.S. market, followed by New York, Miami/Fort Lauderdale, San Francisco and Chicago.
A long-wheelbase Porsche Panamera luxury sedan is also expected to arrive in early 2012.
SOURCES: Porsche Cars North America, Advertising Age, Los Angeles Times, New York Times