Mercedes-AMG World of Performance Experience Centre Launched In Saudi Arabia

Qiddiya Investment Company, Mercedes-AMG, and the Mercedes-AMG PETRONAS F1 Team, together have unveiled a world-class experience centre in Saudi Arabia’s Qiddiya City.

Covering around 45,000 sqm, the Mercedes-AMG World of Performance will be one of the region’s largest attractions of its kind. Showcasing immersive exhibits centred on Mercedes-AMG and its eight-time World Constructors’ Champion F1 Team, the venue is set to open within this decade. Spanning nine floors, it promises adrenaline-fuelled experiences that bring the excitement of the performance brand like never before. This grand project is backed by Juffali Automotive Company (JACO), the official distributor for Mercedes-Benz passenger cars in Saudi Arabia, which will play a key role in bringing it to life.

Set to attract millions annually, the Mercedes-AMG World of Performance will stand beside Qiddiya City’s Speed Park Track, a premier circuit designed for world-class racing events. As the first of its kind, the centre will showcase Mercedes-AMG’s heritage and racing pedigree. Highlights include a high-speed dark ride through the evolution of the brand’s legendary race cars and an immersive Grand Prix start simulation. F1 fans can also get behind-the-scenes insights into the Mercedes-AMG PETRONAS F1 Team.

The centre will house over 60 cutting-edge simulators and a Motion 4D Simulator Theatre, while young fans can engage in interactive experiences like designing their dream race car and mastering teamwork in a pit garage. A rooftop VIP lounge will offer fine dining and stunning views of the Speed Park Track, Qiddiya City, and the iconic Tuwaiq Mountains.

This strategic partnership between Qiddiya Investment Company and Mercedes-AMG marks a major milestone, positioning Qiddiya City as a global motorsports hub. With Speed Park Track and upcoming attractions set to be unveiled within the next year, the city is shaping up as a premier destination for entertainment, sports, and culture. It is said to align perfectly with Saudi Arabia’s Vision 2030, which is to enhance the nation’s entertainment offerings through the growth of the automotive and the motorsport industry.

Located on Speed Park Track’s start-finish straight with direct F1 venue access, visitors can push the latest AMG models to their limits, including conquering “The Blade” at Turn One—an awe-inspiring 20-story climb.

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