Atlanta’s north end is usually the most popular area for headquarters locations, but the south side has achieved a coup by attracting the new Porsche headquarters. Located near the northeast corner of Hartsfield-Jackson International Airport, the $100 million, 28-acre development is a redevelopment of the old Ford Motor Co. assembly plant. Its opening on May 7 attracted considerable fanfare, with Gov. Nathan Deal and Atlanta Mayor Kasim Reed in attendance.

Much More Than a Workplace
The new headquarters houses 400 employees – 300 of whom are moving from Porsche’s old headquarters in Sandy Springs – in a 150,000-square-foot office building. But the development is much more than a workplace. The headquarters also includes a technical training center, a classic car restoration and display area, a high-end restaurant, and the Porsche Experience Center, which includes a 1.6-mile test track that loops through the center of the main building. Visitors can test-drive any of Porsche’s models there and, for a fee, receive professional driving instruction. There is also a steep, muddy, off-road course for the more adventurous.
In addition to the test track, visitors to the headquarters can custom-spec a new car, have a vintage car restored, view famous race cars in the Classic Car Center, play with state-of-the-art racing simulators, and shop for Porsche fan gear and merchandise. At the Human Performance Center, fitness experts evaluate visitors’ physical strength, stamina, nutritional status, and hydration levels. Customers can choose among several services, from a 90-minute assessment to 12-month fitness plans. The staff comes from extreme fitness company Exos. The center has generated so much buzz that there is already a four-month waiting list for driver instruction and a three-month wait for fitness analysis, according to an article in Fortune magazine.

Why Atlanta?
The new headquarters combines all of Porsche’s North American operations – including Porsche Cars North America (PCNA), Porsche Financial Services, Porsche Business Services and Porsche Consulting – into a single location. The U.S. accounts for a third of Porsche’s vehicle sales worldwide. Detlev von Platen, CEO of Porsche Cars North America, says that the company chose Atlanta for its headquarters because:
- Atlanta is on the East Coast, which is close to the German time zone and comprises Porsche’s main U.S. markets.
- Atlanta has “one of the best workforces in the United States,” von Platen said, thanks to its universities and colleges.
- The city’s airport is located where 80 percent of the U.S. population is within a two-hour flight.

PCNA also received more than $3 million in economic incentives from Atlanta and Georgia to relocate the headquarters from Sandy Springs to the south side.
Boost for the Aerotropolis Atlanta?
The headquarters at One Porsche Drive represents the first complex to be built in the 6.5-million-square-foot “Aerotropolis Atlanta” district, according to a Porsche press release. Local public- and private-sector leaders formed the Atlanta Aerotropolis Alliance in March 2014 in hopes of making the area surrounding Hartsfield-Jackson into an “aerotropolis” – an urban environment that develops around a central airport to connect workers, suppliers, business executives, and goods. The alliance hopes that the airport area will become a nexus for local and global economic activity and thereby attract international corporations, logistics companies, and others that would benefit from proximity to the world’s busiest airport. Prominent entities like Delta Air Lines Inc., the Coca-Cola Co., the Atlanta Regional Commission, and Hartsfield-Jackson leadership are involved in the effort.

Millions of airline passengers will see the Porsche headquarters complex from their windows as they descend into Hartsfield-Jackson. The development promises to become a hot Atlanta attraction and will help to revitalize a dilapidated, largely industrial area. It may even become a catalyst for additional development nearby – paving the way toward the Aerotropolis Atlanta that local officials envision.
Bender Betbeze, Vice President, Project Manager, with Cresa Atlanta is as a project manager for the new Porsche facility. Other project experience includes corporate and multi-tenant office space, airport facilities, data facilities, tourist attractions, manufacturing plants and facilities operations. For more information, please contact Bender at 404.446.1569 or bbetbeze@cresa.com.