Qiddiya Investment Company, Mercedes AMG and the Mercedes AMG Petronas F1 Team have announced a game-changing partnership to open a world-class experience centre dedicated to the iconic automotive brand in Saudi Arabia’s Qiddiya City.

Spanning 45,000 sq m, the 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. Visitors will be able to dive into the excitement and thrill of the performance car brand across nine floors of adrenaline-fuelled experiences.

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.

“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,” 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 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 centre 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 centre’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 towards 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 advantage of the experience centre’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.