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Introducing Mercedes-AMG World of Performance in Qiddiya

19 February 2025
8 Min Read

An attraction dedicated purely to the world of Mercedes-AMG? Sign us up…

That’s exactly what lies in wait for racing fans around the globe, as the team and Mercedes-AMG announce their latest partnership with the Qiddiya Investment Company.

Say hello to the Mercedes-AMG World of Performance…

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The Saudi Arabian city of Qiddiya will play host to the state-of-the-art venue, which will deliver an unrivalled selection of immersive, exhilarating, and authentic experiences before the start of the 2030s.

Nine floors of interactive exhibits will provide fans with a deep-dive like never before into the world of Mercedes-Benz, from its rich history of motorsport innovation, to its stand-out and unmatched success on the racetrack over the past two decades – with several attractions dedicated entirely to our Formula One team.

Visitors will get first-hand experience of what it’s like to be an F1 driver – from the behind-the-scenes preparation in the paddock, to the thrill of the G-Forces behind the wheel.

The centre 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.

And what better location for all this than an international racetrack?

Parts of the under-construction Qiddiya Speed Park circuit will run underneath the World of Performance, allowing guests to get even closer than ever before to world of Formula One.

The 21-turn layout will be made up of some of the world’s most iconic corners and has been designed by former F1 driver Alex Wurz and world-renowned circuit designer Hermann Tilke, who has brought tracks such as Bahrain, Shanghai, Turkey, Baku, Jeddah and Las Vegas to the F1 calendar over the past two decades.

Toto said: “We are incredibly excited to announce this major new collaboration with Qiddiya Investment Company, formalising a relationship that has been years in the making.

“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 unique 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.”

Mercedes-AMG CEO Michael Schiebe added: “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 centre or exclusive driving experiences on Speed Park Track.”

Abdullah Aldawood, Managing Director of Qiddiya Investment Company said: “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 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.”

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