Plans for a „Mercedes AMG World of Performance” in Qiddiya City

(eap) Mercedes-AMG (a subsidiary of Mercedes-Benz specialised in high-performance cars) and the Qiddiya Investment Company have announced the creation of an AMG brand experience attraction in the Saudi Arabian city of Qiddiya City. The Mercedes AMG World of Performance is to be built at the new “Qiddiya City Speed Park Track”. On a total of nine floors, interactive exhibits will give motorsport fans an insight into the world of Mercedes, from the history of motorsport innovations to the successes on the race track over the last two decades.

Visitors will be able to experience what it’s like to be a Formula 1 driver in a fun way – from the behind-the-scenes preparations in the paddock to the thrill and G-forces experience behind the wheel. The brand experience centre will feature more than 60 simulators as well as a Motion 4D Simulator Theatre. There will also be attractions designed for younger visitors, such as a station to create their dream race car and another to practice teamwork in a pit garage.

“This destination will celebrate our AMG’s rich racing heritage as well as the thrill and adrenaline that defines our brand. Guests will get to experience this up close, whether through immersive attractions in the experience centre or exclusive driving experiences on Speed Park Track,” announces Mercedes-AMG CEO, Michael Schiebe.

Abdullah Aldawood, Managing Director of Qiddiya Investment Company, emphasizes: “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.” ■