Qiddiya Investment Company and Mercedes-AMG Unveil Plans for World-Class Experience Center in Saudi Arabia

Qiddiya: Qiddiya Investment Company, Mercedes-AMG, and the Mercedes-AMG PETRONAS F1 Team have announced a groundbreaking partnership to establish a world-class experience center dedicated to the famed automotive brand in Saudi Arabia's Qiddiya City. The project, named Mercedes-AMG World of Performance, will span approximately 45,000 sqm and is set to become one of the largest attractions of its kind in the region, featuring numerous immersive attractions and exhibits focused on Mercedes-AMG and its successful F1 team. According to Saudi Press Agency, the ambitious project will take visitors through nine floors of exciting experiences, offering an in-depth look into the performance car brand. The announcement has sparked enthusiasm among racing fans and Mercedes-AMG enthusiasts worldwide, further enhancing Qiddiya City's reputation as a leading motorsports destination. Supported by Juffali Automotive Company, a distributor of Mercedes-Benz passenger cars in Saudi Arabia, the center is expected to attract mil lions of visitors annually. It will sit alongside Qiddiya City's anticipated Speed Park Track, which will host prestigious racing events and incorporate distinctive track design features. The experience center will highlight Mercedes-AMG's rich heritage and racing pedigree while showcasing the brand's engineering excellence and latest innovations. Visitors will enjoy attractions such as a cutting-edge dark ride, giving them a high-speed journey through the evolution of performance and featuring legendary Mercedes-Benz race cars. Additionally, adrenaline seekers can experience the thrill of being a professional racing driver, while race enthusiasts can witness the behind-the-scenes drama of a Formula One® race with the Mercedes-AMG PETRONAS F1 Team. The center's prime location on the start-finish straight of Speed Park Track offers direct access to the future F1 venue. Real-world track experiences will allow visitors to hone their driving skills with expert instructors on the new circuit. They will have the opportunity to push the latest Mercedes-AMG models to their limits, including tackling the iconic 'Blade' at Turn One. The collaboration between Qiddiya Investment Company and Mercedes-AMG is a significant step in Qiddiya City's development, making it a global leader in motorsports experiences. The city's diverse offerings, including the Speed Park Track, will drive its transformation into a premier destination for entertainment, sports, and culture.