Porsche Experience Center Franciacorta

What Porsche Experience Center Franciacorta does

Porsche Experience Center Franciacorta (PEC Franciacorta) is the only Porsche-owned driving experience venue in Italy, located in Castrezzato near Brescia, and operated by Porsche Italia S.p.A. as a wholly owned subsidiary of Porsche AG. Previewed at the 2021 Porsche Festival, it delivers a 360-degree Porsche brand experience spanning paid track driving programs, motorsport training, corporate hospitality, and on-site dining. Customers are primarily luxury driving enthusiasts, existing Porsche vehicle owners, and corporate clients seeking premium event venues.

The facility is built on a multi-purpose track complex: a 2,519-meter FIA-homologated main circuit with 13 curves, a 465-meter low-friction handling circuit, a 60-meter low-friction circle, a 37,000 sqm dynamic area with slalom and braking zones, a 75,000 sqm off-road zone with 18 exercises, a 470-meter outdoor electric kart track with 21 turns, and an 8-bay Sim Lab offering virtual-reality driving on more than 40 Italian and international circuits. Supporting infrastructure includes the Speedster Restaurant (120 indoor covers plus 475 sqm terrace with Franciacorta wine pairings) and a Business Center with four meeting rooms totaling over 500 sqm. The technology stack emphasizes physical track engineering and simulation hardware rather than software platforms; the venue holds ISO 20121 certification for sustainable event management and is implemented per WCAG 2.2 accessibility standards, with a disabled driving kit available on enabled vehicles.

Revenue is generated entirely through on-site and online direct bookings (shop.porsche-franciacorta.it), with prices ranging from €125 (Co-Pilot Drift) to €4,500 (GT4 RS Racing) across 13 driving experiences, plus restaurant, corporate meeting room, and E-Kart/Sim Lab ancillary streams. The go-to-market is direct-to-consumer and event-driven, supported by multilingual Italian/English digital booking, phone sales, and demand generation through Porsche Festival, Carrera Cup Italy, and the Porsche Italia social channels. The venue is part of Porsche AG's global Experience Center network but operates as a single-country domestic asset; no revenue, headcount, or funding data is publicly disclosed and financial results are consolidated within Porsche Italia S.p.A.'s broader accounts.

Name

Porsche Experience Center Franciacorta

Legal name

Porsche Italia S.p.A.

Website

https://porsche-franciacorta.it

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Porsche Experience Center Franciacorta is the only Porsche-owned driving experience facility in Italy, located in Castrezzato, offering paid track driving programs, motorsport experiences, corporate events, and dining on an FIA-homologated circuit complex for driving enthusiasts and Porsche owners.

Ownership category

akta.pro rank

Product category

Premium Driving Experience and Motorsport Training Facility

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro industry

PRIMARYMPAKAGAE

Race Tracks, Circuits & Motorsport Venues

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Motorsports Series, Teams & Promoters

SECONDARYMPAKAEAC

Motorsports Tracks & Racing Facilities

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Venues & Facilities (Stadiums, Arenas, Tracks, Complexes)

SECONDARYMPAGAMAD

Motorsports Events (F1, NASCAR, Rally, Moto)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Live Sports Events

Keywords

• Driving experience services
• Motorsport training facilities
• Corporate event venue
• Track day experiences
• Automotive hospitality services

Headquarters

HQ city

Bargnana, Bs

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Driving Experiences: Core revenue stream from paid driving experiences including Tasting, Drift Academy, Drivers Challenge, Off-Road, Co-Pilot, GT4 Racing, GT4 RS Racing, My Porsche, and Warm Up programs. Pricing ranges from 125€ to 4,500€ per experience.
2. Speedster Restaurant: On-site restaurant offering Italian cuisine paired with Franciacorta wines. 120 covers indoors plus 475 sqm terrace overlooking the track. Lunch and dinner service.
3. Corporate Event Rental: Meeting room and event space rental for corporate clients. Spaces include Business Center Conference (250 sqm, 104 seats), Sala 1 (150 sqm, 60 seats), Sala 2 (100 sqm, 40 seats), and Board Room Carrera (16 seats).
4. Sim Lab Sim Racing: Virtual reality simulator experiences: Free Practice (15 min, 20€) and Grand Prix (qualifying + race, 35€).
5. E-Kart Sessions: Electric kart racing sessions on 470m outdoor track with power level progression based on lap times.
6. Porsche Owner Program: Exclusive experiential program for new Porsche vehicle owners including driving sessions and restaurant lunch, designed to build brand loyalty.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Porsche Experience Center Franciacorta operates a premium driving experience facility at Castrezzato, Italy, delivering paid instructor-led driving programs on an FIA-homologated 2,519m circuit and dedicated low-friction, dynamic, off-road, kart, and VR simulator areas. Revenue comes from bookable driving experiences (Tasting, Drift Academy, Drivers Challenge, Off-Road, Co-Pilot, GT4 Racing, GT4 RS Racing, My Porsche, Warm Up, Porsche Owner Program), the Porsche & Ducati co-experience, electric kart sessions, the on-site Speedster Restaurant, and corporate meeting/event room rentals.

Product overview

Porsche Experience Center Franciacorta is a multi-faceted driving and motorsport facility located in Castrezzato, Italy, offering a comprehensive portfolio of driving experiences, track facilities, and hospitality services. The center provides 13 distinct driving experiences including Tasting (guided drives with instructors), Drift Academy (controlled drifting courses), Drivers Challenge (competitive time trials), Off Road Experience (SUV capability testing), Co-Pilot (pro driver demonstrations), and GT4 Racing/GT4 RS Racing Experiences (competitive motorsport programs). Additional offerings include E-Kart (electric karting), Sim Lab (VR simulators), Warm Up (safe driving courses), My Porsche (owner track days), Porsche Owner Program (exclusive owner experiences), and Porsche & Ducati Experience (combined car and motorcycle driving). The center features extensive track infrastructure including a 2,519-meter FIA-homologated main circuit, Low Friction Handling and Circle areas, a 37,000 m² Dynamic Area, a 75,000 m² Off Road Area, and a 470-meter Kart Track. Supporting amenities include the Speedster Restaurant (120 seats, 475 m² terrace), four meeting rooms (Business Center Conference, Sala 1, Sala 2, and Board Room Carrera), and a virtual tour capability.

Differentiator

Problem solved

Functional benefit

Brands

• Speedster Restaurant: Panoramic restaurant at PEC Franciacorta offering local dishes and wines with views of the track.

Products and services

• Tasting

Quantifiable outcome

• ISO 20121 Sustainable Event Management certification
• +1 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Q8 (Kuwait Petroleum Italia)minorOthersQ8 is listed as Official Partner of Porsche Experience Center Franciacorta, appearing on the partner section of the website footer alongside technical partners.
• DucaticoreStrategic or Co-development PartnerJoint Porsche & Ducati Experience combining 4-wheel and 2-wheel driving experiences. Participants test 3 Porsche models and up to 8 Ducati motorcycles in a full-day safe driving program. Max 48 participants per day in 8 groups.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ferrari Museums Maranello & Modena: Ferrari's dual museum and F1 Client Experience in Maranello/Modena offering factory tours, simulators, and driving programs. Direct rival for luxury Italian motorsport tourism wallet and premium driving experiences.
• Porsche Experience Center Leipzig: The flagship Porsche Experience Center at the Leipzig factory, operating the same model of guided driving experiences on circuits, off-road areas, and a customer center. Most directly comparable as the global template and sister facility to PEC Franciacorta.
• Lamborghini Lounge & Museum Sant'Agata: Lamborghini's museum and brand experience at its Italian HQ. Comparable as a luxury Italian automaker brand-experience venue targeting the same high-net-worth enthusiast segment.
• Porsche Experience Center Hockenheimring: Porsche Experience Center co-located at the historic Hockenheim F1 circuit in Germany. Same brand, same FIA-grade circuit experience programming, serving as a direct European peer for motorsport-tourism customers.

Regional players

• Autodromo Nazionale Monza: Historic Italian F1 circuit operating track day experiences and corporate hospitality in Lombardy, near Franciacorta. Comparable as a regional motorsport venue offering track experiences, but without OEM brand exclusivity.
• Mugello Circuit: Tuscany-based motorsport circuit owned by Ferrari, hosting driving experiences, track days, and corporate events. Comparable Italian motorsport-tourism venue with luxury appeal but Ferrari-affiliated branding.
• Autodromo Vallelunga Piero Taruffi: Rome-area circuit offering track days, driving courses, and corporate events. Comparable Italian motorsport venue competing for enthusiast track-day bookings near major population centers.
• Autodromo Internazionale Enzo e Dino Ferrari - Imola: Historic F1 circuit in Emilia-Romagna operating track experiences, motorsport events, and corporate hospitality. Comparable as an Italian circuit competing for motorsport-tourism customers, but without OEM-brand exclusivity.

Broad incumbents

• BMW Welt & BMW Driving Experience: BMW's Munich customer experience center combined with its Driving Experience track programs. Comparable brand-driven luxury vehicle handover and driving experience business, though not an Italian circuit.
• Mercedes-Benz Museum & AMG Experience: Mercedes-Benz brand experience centers and AMG driving programs. Comparable as a global premium OEM offering curated brand and driving experiences to affluent customers.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PECFranciacorta
• LinkedInlinkedin.com/company/porsche-experience-center-franciacorta
• Instagraminstagram.com/porsche_italia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Franciacorta