Mercedes-AMG, in partnership with Qiddiya Investment Company (QIC) and the Mercedes-AMG PETRONAS F1 Team, will establish a performance centre in Saudi Arabia’s Qiddiya City, marking the first facility of its kind for the brand.
The Mercedes AMG World of Performance will span 45,000 square metres across nine floors, with completion expected within this decade.
The centre will be situated along the start-finish straight of the Speed Park Track, a new racing circuit planned for the city.
Mercedes-AMG world of performance
The facility will include a dark ride showcasing Mercedes Benz race cars, more than 60 simulators, a 4D Motion Simulator Theatre, and experiences that replicate Formula One racing conditions.
Visitors will have access to track experiences with Mercedes-AMG vehicles under professional instruction.
Abdullah Aldawood, Managing Director of Qiddiya Investment Company said: “To partner with one of the world’s most iconic brands, including one of the most successful Formula 1 teams in history, on a project that will bring joy to racing fans across the world is hugely exciting. This unique performance and motorsports centre will offer immersive experiences like nowhere else in the world, positioning Qiddiya City as the home of Saudi motorsport and a bucket list sporting destination where play comes to life.”
The project receives support from Juffali Automotive Company (JACO), Mercedes Benz’s passenger car distributor in Saudi Arabia.
The centre will feature a VIP rooftop lounge overlooking the track and the Tuwaiq Mountains.
Toto Wolff, Co-Owner, CEO & Team Principal of Mercedes AMG PETRONAS F1 Team added: “We are incredibly excited to announce this major new collaboration with Qiddiya Investment Company, formalising a relationship that has been years in the making, and supported by our trusted partners in KSA, Juffali Automotive.
“Formula One is a unique sport, and we have been working with world-leading experts for several years to ensure that this venue gets fans closer to our team, and the sport as a whole, than ever before. Qiddiya City is a cornerstone of the ambitious Vision 2030 plans, and it’s set to become a motorsport destination like no other. We are proud to play our part in this and look forward to welcoming our local and international fans in the years ahead.”
The facility aims to attract millions of visitors annually and will include educational elements for young enthusiasts, including race car design experiences and pit garage team training.
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