Mercedes-AMG & Qiddiya Launch World-Class Experience Centre in Saudi Arabia

Qiddiya Investment Company, Mercedes-AMG, and Mercedes-AMG PETRONAS F1 Team Join Forces for a World-Class Experience Centre in Saudi Arabia

The world of motorsports is about to reach new heights as Qiddiya Investment Company, Mercedes-AMG, and the Mercedes-AMG PETRONAS F1 Team have come together to launch the Mercedes-AMG World of Performance experience centre in Saudi Arabia’s Qiddiya City. This ambitious partnership aims to create one of the largest and most immersive automotive attractions in the region, offering visitors an unparalleled opportunity to explore the rich legacy of Mercedes-AMG and its F1 racing pedigree.

A Game-Changing Destination in Saudi Arabia

The Mercedes-AMG World of Performance will span approximately 45,000 square meters across nine adrenaline-pumping floors. Slated to open within this decade, this state-of-the-art centre will bring together the best of automotive performance and motorsports, featuring attractions and exhibits dedicated to both Mercedes-AMG’s road cars and the legendary Mercedes-AMG PETRONAS F1 Team.

Situated within Qiddiya City, a burgeoning hub of entertainment, culture, and sports, the centre will not only elevate the city’s status as a global motorsports destination but will also celebrate the cutting-edge engineering and thrilling performance that define the Mercedes-AMG brand.

Abdullah Aldawood, Managing Director of Qiddiya Investment Company, remarked, “Partnering with one of the world’s most iconic brands and a historic Formula 1 team is hugely exciting. This project will bring joy to motorsport fans worldwide, making Qiddiya City the heart of Saudi motorsport and a must-visit destination for performance car enthusiasts.”

A Unique Fusion of Speed and Innovation

The Mercedes-AMG World of Performance will be home to numerous attractions that showcase the world-renowned craftsmanship, innovation, and excitement that define Mercedes-AMG. Key features of the experience centre include:

1. High-Speed Dark Ride: Guests will embark on an exhilarating journey through the evolution of Mercedes-Benz race cars, with a thrilling dark ride experience that takes them on a high-speed adventure.
2. Race Driver Experience: Adrenaline seekers can step into the shoes of a professional racing driver, feeling the intense G-force as they race toward the first corner of a Grand Prix.
3. Formula 1 Drama: For those who want an up-close look at the action behind the scenes, the centre offers an immersive experience into the world of the Mercedes-AMG PETRONAS F1 Team, allowing visitors to witness the high-stakes drama of a Formula 1 race.
4. Trackside Experience: Located on the start-finish straight of Qiddiya’s Speed Park Track, visitors will enjoy real-world track experiences, pushing the latest Mercedes-AMG models to their limits with expert instructors. With the track's iconic "Blade" turn, rising more than 20 stories above the ground, visitors can experience what it’s like to drive on one of the most challenging and thrilling racing circuits.

The centre will also feature over 60 state-of-the-art simulators and a Motion 4D Simulator Theatre, offering visitors the chance to experience the thrill of racing like never before. Younger fans will enjoy interactive learning experiences, such as designing their own dream race cars and working together in a pit garage.

A Vision for the Future of Saudi Motorsports

The Mercedes-AMG World of Performance will be located alongside the highly anticipated Speed Park Track—a fast-flowing racetrack that promises to become a major venue for some of the world’s most prestigious racing events. This dynamic motorsport zone will push the boundaries of track design and performance, with the help of renowned Formula 1 experts like Austrian driver Alex Wurz and circuit designer Hermann Tilke.

The experience centre will serve as a key component in Saudi Arabia’s Vision 2030, supporting the country’s growing motorsport industry and its ambition to become a global destination for motorsports and entertainment. As part of the larger Qiddiya City development, which will also feature a Six Flags theme park, water parks, and luxury residential spaces, the Mercedes-AMG World of Performance will offer visitors a comprehensive and unforgettable experience.

A Strategic Partnership with Global Impact

Toto Wolff, Co-Owner and CEO of the Mercedes-AMG PETRONAS F1 Team, expressed excitement about the collaboration: “Formula 1 is a unique sport, and we’ve worked for years to create an experience that brings fans closer to our team than ever before. Qiddiya City is a cornerstone of Saudi Arabia’s Vision 2030, and this experience centre will make it the ultimate motorsport destination.”

Michael Schiebe, CEO of Mercedes-AMG GmbH, added, “The Mercedes-AMG World of Performance represents a bold new chapter for AMG. This centre will celebrate our heritage in motorsport and performance, offering visitors immersive attractions and exclusive driving experiences that push the limits of what’s possible.”

Khaled Juffali, Chairman of Juffali Group, which supports the project, said, “We are thrilled to be part of this extraordinary initiative, bringing the world’s first performance centre with Mercedes-AMG to Saudi Arabia. This project perfectly aligns with the nation’s Vision 2030, enhancing the Kingdom’s entertainment offerings and positioning it as a global hub for motorsports.”

A Destination for All Ages

The experience centre will also boast a VIP rooftop lounge, offering panoramic views of the Speed Park Track and Qiddiya City, where guests can enjoy fine dining in a luxurious setting. This unique venue will provide an all-encompassing experience for motorsport fans, car enthusiasts, and families alike.

With more than 60 simulators, an interactive 4D Motion Theatre, and the opportunity to drive the latest Mercedes-AMG models on a world-class racing track, this partnership between Qiddiya Investment Company, Mercedes-AMG, and the Mercedes-AMG PETRONAS F1 Team promises to create a landmark destination for motorsports enthusiasts and tourists from around the globe.

As Qiddiya City continues to grow into a vibrant and dynamic global entertainment hub, the Mercedes-AMG World of Performance stands as a testament to the Kingdom’s dedication to advancing its motorsports culture and providing exceptional experiences to fans and visitors.

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