Porsche to Open Two Performance Centers in U.S.

Atlanta, California Facilities to Engender Brand Loyalty

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As if Porsche enthusiasts weren't loyal enough, the car company is planning to invite them to visit a pair of new corporate centers that will integrate off-road test tracks, boutiques for branded goodies, and facilities for dining and meetings.

It's one way that the brand's marketers are matching up with one of its most obvious competitors, BMW, which offers a Performance Driving School near its U.S. build facility in Spartanburg, S.C.

Porsche announced this week at the Los Angeles Auto Show that it will break ground next spring for a second Porsche Experience Center in Carson, California (a similar facility is also being built as part of the company's new U.S. headquarters complex in Atlanta). The centerpiece track will include encounters with rain and (man-made) snow, as well as an off-road course.

If tooling around a winding track in SoCal in a seventh-generation Porsche 911 isn't your idea of ecstasy, there will also be a "Porsche Human Performance Center," with a sports-science laboratory to "maximize personal fitness, wellness and athletic performance."

The Los Angeles area is Porsche's largest U.S. market, followed by New York, Miami/Fort Lauderdale, San Francisco and Chicago. Porsche's U.S. sales are up 23% this year through October to 24,934, according to data from Automotive News.

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