AFFALTERBACH/QIDDIYA CITY: Qiddiya Investment Company, Mercedes-AMG and the Mercedes-AMG PETRONAS F1 Team have announced a game-changing partnership to open a world-class experience center dedicated to the iconic German automotive brand in Saudi Arabia’s Qiddiya City.
Spanning approximately 45,000 sqm, Mercedes-AMG World of Performance will be among the largest attractions of its kind in the region. Featuring numerous highly immersive attractions and exhibits focused on Mercedes-AMG and its eight-time World Constructors’ Champion F1 Team, it is set to welcome visitors within this decade. Across nine floors of adrenaline-fueled experiences, visitors will be able to dive into the excitement and thrill of the performance car brand like never before.
The news, unveiled by the involved parties today, is set to excite racing enthusiasts and Mercedes-AMG fans across the world, elevating Qiddiya City’s position as one of the world’s leading motorsports destinations.
The ambitious project is supported by Juffali Automotive Company (JACO), distributor for Mercedes-Benz passenger cars in Saudi Arabia, which will also contribute to bringing the project to life.
“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 center 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,” said Abdullah Aldawood, Managing Director of Qiddiya Investment Company.
Expected to attract millions of visitors a year, the World of Performance will sit alongside Qiddiya City’s highly anticipated Speed Park Track — a fast-flowing racetrack that is set to host an impressive roster of the world’s most prestigious racing events while incorporating some of racing’s most distinctive track design features.
Marking the debut of the first-ever Mercedes-AMG World of Performance, the experience center will immerse visitors in the brand’s rich heritage, celebrate its racing pedigree, and showcase its engineering excellence alongside the performance car brand’s latest innovations.
Among the center’s marquee attractions will be a cutting-edge dark ride, taking guests on a high-speed journey through the evolution of performance, featuring some of the most legendary Mercedes-Benz race cars of all times.
Adrenaline seekers will be able to step into the shoes of a professional racing driver in pole position on the grid, experiencing intense G-force as they are catapulted toward the first corner of a Grand Prix. Race enthusiasts can also dive into the drama of a Formula One race, witnessing what happens behind the scenes with an up-close view of the Mercedes-AMG PETRONAS F1 Team.
Visitors will also enjoy the unique advantage of the experience center’s prime location — right on the start-finish straight of Speed Park Track, with direct access to the future F1 venue. Real-world track experiences will allow visitors to hone their driving skills under the guidance of expert instructors on this exciting new circuit. They will get to push the latest Mercedes-AMG models to their limits, including tackling the iconic “Blade” at Turn One — a heart-stopping elevated section of circuit that dramatically rises more than 20 stories above the ground.
“We are incredibly excited to announce this major new collaboration with Qiddiya Investment Company, formalising a relationship that has been years in the making, and supported by our trusted partners in KSA, Juffali Automotive. Formula One is a unique sport, and we have been working with world leading experts for several years to ensure that this venue gets fans closer to our team, and the sport as a whole, than ever before. Qiddiya City is a cornerstone of the ambitious Vision 2030 plans, and it’s set to become a motorsport destination like no other. We are proud to play our part in this and look forward to welcoming our local and international fans in the years ahead,” said Toto Wolff, Co-Owner, CEO & Team Principal of Mercedes-AMG PETRONAS F1 Team.
“The Mercedes-AMG World of Performance marks a bold new chapter for AMG, elevating our passion for performance, innovation, and racing to new heights. 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 center or exclusive driving experiences on Speed Park Track, said Michael Schiebe, CEO of Mercedes-AMG GmbH.
“We are thrilled to be part of Qiddiya’s legacy in a setting that reflects our shared values of history, luxury and pioneering innovative experiences. Bringing the first world-leading motorsport experience center with Mercedes-AMG, not only showcases our commitment to serving our customers and advancing motorsport in the Kingdom but also aims to provide unparalleled experiences for motorsport enthusiasts. This aligns perfectly with Saudi Arabia’s Vision 2030, as we strive to enhance the nation’s entertainment offerings through the growth of the automotive and the motorsport industry,” said Khaled Juffali, Chairman of Juffali Group.
The center will feature more than 60 state-of-the art simulators alongside a Motion 4D Simulator Theatre, while younger fans will be able to enjoy interactive learning experiences including designing their dream race car and practicing teamwork in a pit garage.
The experience center will also boast a roof-top VIP lounge overlooking the Speed Park Track, offering fine dining and some of the best panoramic views across Qiddiya City and the iconic Tuwaiq Mountains.
The strategic partnership between Qiddiya Investment Company and Mercedes-AMG is a significant step in Qiddiya City’s progress, positioning it at the forefront of motorsports experiences globally. The city’s unparalleled motorsports offering, including the Speed Park Track and a range of other attractions that are set to be unveiled over the next 12 months, will be a central driving force behind its development into a global destination for entertainment, sports and culture based on the power of play.
