Ferrari and Lamborghini are not pleased.
There's a new Porsche Experience Center (PEC) that's slightly different than the existing seven. When we say "different" we refer to its symbolic location. The German automaker inaugurated its new PEC in Franciacorta, Italy, less than a three-hour drive from Ferrari's headquarters in Maranello and Lamborghini's in nearby Sant'Agata. Porsche has officially invaded Italian supercar territory.
The new facility, as you might expect, is quite something. Covering nearly 150 acres, there's a futuristic-looking customer center, training rooms, a showroom for customers to pick up their new Porsches, a panoramic restaurant and bar overlooking the circuit, and even a dedicated area for kids. A business center with 29 meeting rooms is the perfect venue for your next company party.
Porsche says the facility consists of two main sections: the customer center and the driver's paddock. The latter has 29 garages and hosts motorsport events like the Porsche Carrera Cup Italia. The circuit itself has three sections: the 1.55-mile main circuit consisting of challenging corners and chicanes, a low-friction circuit made of polished concrete for slippery driving training, and a low-friction section where oversteer training can take place.
An off-road course complete with ramps, curves, and plenty of gravel is there to put the Porsche Macan and Cayenne SUVs to the test. Some other cool attractions are the virtual reality simulation lab and an e-kart track.
By the end of the year, there'll be a new dealership training center as well. "In Franciacorta, we have found the ideal location for a new Porsche Experience Center," said Porsche CEO Oliver Blume. "People in Italy are passionate about our brand. Here, they can now indulge that passion." Italians certainly are passionate about sports cars, supercars, and motorsport. Porsche offers all three. The brand's popularity in Italy goes back decades and its new experience center aims to cement that.
"At our Porsche Experience Centers, we promise unique and thrilling experiences that visitors will never forget," board member Detlev von Platen added. "Here, the Porsche community can put our sports cars through their paces and enjoy an authentic brand experience."