Porsche Experience Center Atlanta

What Porsche Experience Center Atlanta does

Porsche Experience Center Atlanta is a privately operated driver development facility located at One Porsche Drive in Atlanta, Georgia, eight minutes from Hartsfield-Jackson Atlanta International Airport. The facility is wholly owned by Porsche AG through its US subsidiary Porsche Cars North America, Inc., and sits inside the four-location Porsche Driving Experience US network alongside Los Angeles, Birmingham (Barber Motorsports Park), and Laguna Seca. Two purpose-built tracks anchor the Atlanta site: a 1.6-mile South Track with Handling Circuit, Dynamics Area, Kick Plate, Low-Friction Circle, and Off-Road Circuit, and a 1.3-mile West Track with 26 corners, 48 feet of elevation change, and proprietary modules including an 8% Ice Hill with computer-controlled water jets, a Corkscrew inspired by Laguna Seca, and a Nürburgring-inspired Carousel.

The center operates as an integrated hospitality and driving instruction platform spanning on-track driving experiences, passenger demonstration laps with professional coaches, a Simulator Lab with six virtual rigs reproducing physics-accurate Porsche street and historic race cars, corporate and private event hosting for 6-1,000 guests, Restaurant 356 (fine dining Tuesday-Saturday), a Porsche Lifestyle/Design/Museum retail store, a Heritage Gallery, guided tours, and special programs including the Young Driver Experience for ages 16-24. Course pricing scales from approximately $500 for an entry-level 718 Cayman 90-minute session to $3,350 for an Accelerated 911 GT3 RS, with separate Porsche Track Experience (PTX) courses at Barber Motorsports Park ranging from a $2,400 Precision 1-day course to a $10,000 Masters RS 3-day competition course that confers eligibility for an SCCA Full Competition License.

The go-to-market motion is primarily direct-to-consumer via the porschedriving.com booking platform (Checkfront-powered) and an in-house Customer Experience Team (888-204-7474), supplemented by a dedicated Corporate Events Team handling B2B group bookings, an OpenTable integration for restaurant reservations, and event-driven marketing through programs such as Porsche Summer Nights, Sportscar Together Day, the 356 Porsche Dinner Series, and Morning Shift cars & coffee. Customer segments include automotive enthusiasts, Porsche vehicle owners (Porsche Owner Experience on the last Thursday of each month), corporate and private event clients, and licensed young drivers; hotel referrals through the Kimpton Overland Hotel and access via the adjacent PDK private airport support visitor conversion. The facility does not operate as an independent economic entity for reporting purposes, and no standalone revenue, headcount, or margin disclosures are publicly available.

Name

Porsche Experience Center Atlanta

Legal name

Porsche Cars North America, Inc.

Website

https://porschedriving.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Porsche Experience Center Atlanta operates a purpose-built driver development facility with two custom tracks (1.6-mile South and 1.3-mile West) plus dining, retail, simulator, and corporate event amenities, serving automotive enthusiasts, Porsche owners, young drivers, and corporate clients under the Porsche AG umbrella.

Ownership category

akta.pro rank

Product category

Driving Experience Services

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Tracks & Racing Facilities (MPAKAEAC)

akta.pro secondary industries

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE), Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Driving experience programs
• High-performance driver training
• Corporate event venues
• Automotive lifestyle retail
• Motorsport simulation services

Headquarters

HQ city

Atlanta, Georgia

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Others

Revenue model

1. Drive Experiences: 90-minute and 4-hour driving sessions on purpose-built tracks with various Porsche models. Pricing varies by vehicle model and weekday/weekend. Core revenue driver.
2. Demonstration Laps: Passenger seat rides with professional drive coaches around tracks. 2-3 minutes of track time per lap.
3. Special Programs: Accelerated programs (4 hours), Young Driver Experience (16-24 year olds), and advanced coaching sessions with data analysis
4. Restaurant 356 Dining: Fine dining at Restaurant 356 with views of driver development tracks, operated by Chef Kristol Bryant. Lunch service Tuesday-Saturday.
5. Young Driver Experience: 4-hour program for ages 16-24 with valid driver's license. Includes lunch.
6. Retail Store: Porsche Lifestyle merchandise, Porsche Design products, Porsche Museum collectibles, and PECLA-specific collections
7. Tours & General Admission: 90-minute guided tours and general admission access to walk around facility and visit Heritage Gallery
8. Venue Rental & Events: Private and corporate events, weddings, conferences accommodating 6-1,000 guests with catering services
9. Gift Certificates: Drive Experience, Restaurant 356, and Retail Store gift certificates in various denominations
10. Simulator Lab Sessions: 30-minute and 60-minute virtual driving sessions on famous race tracks with various Porsche vehicles

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Porsche Experience Center Atlanta operates a 27.5-acre purpose-built driver development facility featuring a 1.6-mile South Track and 1.3-mile West Track with unique modules such as an 8% Ice Hill with computer-controlled water jets, a Laguna Seca-inspired Corkscrew, and a hydraulically-actuated Kick Plate. The center sells hands-on driving experiences, passenger demonstration laps, virtual simulator sessions, fine dining at Restaurant 356, lifestyle retail, and venue rental for private and corporate events ranging from 6 to 1,000 guests.

Product overview

Porsche Experience Center Atlanta offers a comprehensive sports car driving experience platform with multiple integrated service modules. The core offering centers on Drive Experiences where participants drive various Porsche models on purpose-built tracks, complemented by Demonstration Laps (passenger rides with professional drivers), Simulator Lab (virtual racing), and Private/Corporate Events. Additional modules include Restaurant 356 dining, Retail Store, Heritage Gallery/Porsche Gallery, Tours & General Admission, New Vehicle Delivery, and special programs like Porsche Young Drivers Experience and Summer Nights events. The portfolio also extends to Track Experiences at Barber Motorsports Park (Birmingham) and WeatherTech Raceway Laguna Seca, plus Porsche Travel Experience tours.

Differentiator

Problem solved

Functional benefit

Brands

• Restaurant 356: Fine dining restaurant located at Porsche Experience Center Atlanta featuring contemporary cuisine with views of the driver development tracks
• Porsche Gallery
• Simulator Lab

Products and services

• Drive Experiences
• Demonstration Laps
• Simulator Lab
• Private & Corporate Events
• Restaurant 356
• Tours & General Admission
• Retail Store
• Porsche Gallery (Heritage Gallery)
• New Vehicle Delivery
• Porsche Young Driver Experience
• Accelerated Special Programs (911 GT3 RS and 911 GTS)
• Track Experience Programs (Barber Motorsports Park)

Quantifiable outcome

• Graduates of Masters RS course eligible to apply for SCCA Full Competition License
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Kimpton Overland HotelminorGTM or Marketing PartnerConveniently located near Porsche Campus and within walking distance of PEC Atlanta. Recommended hotel partner for visitors requiring accommodations.
• Dekalb Peachtree Airport (PDK)minorOthersPrivate plane facility near PEC Atlanta (2000 Airport Road, Chamblee, GA 30341) for visitors arriving by private aircraft.
• Hartsfield-Jackson Atlanta International Airport (ATL)minorOthersOnly 8 minutes from PEC Atlanta, primary airport reference for visitor travel directions.
• Barber Vintage Motorsports MuseumcoreStrategic or Co-development PartnerFive-story museum awarded Guinness World Record for largest motorcycle and Lotus race car collection. All PTX participants visit museum free at conclusion of scheduled course. Located at Barber Motorsports Park.
• Grand Bohemian HotelminorGTM or Marketing PartnerDinner venue for Masters course participants at Barber Motorsports Park location.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Indianapolis Motor Speedway (NASCAR Racing Experience): Drive and ride-along experiences at iconic US motorsport venues. Comparable as a broader incumbent in track-based consumer driving experiences, though oriented toward stock car rather than exotic performance instruction.
• Bondurant High Performance Driving School: Long-established independent high-performance driving school in Phoenix, AZ offering multi-brand instruction including corporate and racing license programs. Comparable as a broader incumbent in the driver training/experience category.
• Skip Barber Racing School: Established independent racing and driving school with multi-brand curriculum and SCCA license pathways. Comparable as a broader incumbent offering structured performance driving education across vehicle makes.

Direct peers

• McLaren Track Experience: McLaren's official track driving program for supercar owners and enthusiasts. Comparable as a high-end OEM-branded track experience with similar pricing tier and enthusiast customer profile.
• Ferrari Driving Experience: Ferrari's official track experience program at Fiorano and select US venues. Directly comparable premium OEM driving experience with track-based instruction, multiple vehicle tiers, and corporate event capability.
• BMW Performance Center: BMW-owned driving experience facility at the Spartanburg, SC plant with similar purpose-built modules, instructor-led programs, and corporate event hosting. Directly comparable OEM-branded experience business with overlapping customer demographic.
• Mercedes-Benz Driving Academy: OEM-owned driving experience program offering AMG and Mercedes model instruction at dedicated facilities. Comparable as a luxury automaker's brand-driven driver development platform with premium pricing structure.
• Lamborghini Esperienza: Lamborghini's official driving experience program including track days and Accademia courses. Comparable as a luxury/exotic OEM brand-halo driving experience with premium pricing and aspirational customer base.
• Audi Driving Experience: Audi's official performance driving program with multi-tier course offerings. Directly comparable as another German premium OEM's brand-driven track experience business.

Emerging players

• Radford Racing School: Re-launched performance driving and racing school at Bondurant's former facility under Lotus ownership. Comparable as an emerging premium performance driving school competing for the same enthusiast and corporate customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/pecatl/?hl=en
• LinkedInlinkedin.com/company/porsche-experience-center-atlanta

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Porsche Experience Center Atlanta