Qiddiya Investment Company and Mercedes to launch experience center dedicated to German automotive brand

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