Porsche Cars North America has officially opened its new US$100m Experience Centre (PEC) and headquarters in Atlanta, Georgia.

The 27-acre complex located at the northeast corner of Hartsfield-Jackson Atlanta International Airport – occupying part of the former Ford Atlanta factory site – is the largest spend outside Germany for the sports car manufacturer.

The claimed industry-first facility includes a driver development track, classic car gallery, restoration centre, human performance centre and driving simulator lab. A business centre has 13,000 squ ft of conference and event space and a fine dining restaurant. The experience centre has been specifically designed as a destination for the public, including automotive enthusiasts and Porsche customers.

An estimated 30,000 people are expected to visit the centre each year.

“Our vision for our new home was to create a bold, energising environment here in Atlanta to demonstrate the unique capabilities of our sports cars,” said Detlev von Platen, president and CEO of Porsche Cars North America. “The experience centre coupled with our headquarters is truly the first of its kind in the automotive industry where we welcome employees, partners, customers and enthusiasts alike.”