Cars
Porsche's New Test-Drive Playground Is Paradise for Gearheads
Meeting planners, however, will be the ones paying for the new $100 million track complex
A company with $100 million to spend has a lot of choices. The sum represents a down-payment on a new factory, enough to bankroll a moonshot research and development project or snatch up about 11 minutes of Super Bowl ad time. It’s stadium-naming money.
Porsche, however, decided the best investment for nine figures was to build a tight network of driving tracks and a cube of glass right next to a runway at one of the world's busiest airports. The Atlanta facility is at the same time a dealership, driving school, convention center, office and shrine. Porsche simply calls it the “Experience Center.”