Atlanta is a paradise on four and two wheels
Interview: President and Chief Executive Officer of Porsche Cars North America - Klaus Zellmer
The following originally appeared in Handelsblatt.
When Southern charm, a business-friendly climate and perfect logistics meet, an attractive location for companies is created. At the time that German sports car legend, Porsche, planned the relocation of its US headquarters to Atlanta, Georgia more than 20 years ago, these considerations played an important role.
In the following interview, Klaus Zellmer, President and Chief Executive Officer of Porsche Cars North America, Inc. (PCNA), tells us what he appreciates about Georgia – and why he is convinced that his employees are as fond of the location as he is.
__________________________________________________________________________
Q: Congratulations – Porsche kicked off the new year with record U.S. retail sales. In your opinion, what are the main drivers for this enormous success?
A: It’s a simple formula. It's a symbiosis of German engineering with Porsche passion. We are passionate about our products and committed to producing the best looking and performing sports car in every segment. And, needless to say, we work hard for the best output, just like our customers. I’m a bit biased, of course, but you don’t have to take my word for it. Last year, Porsche was rated the Best Performance Luxury Brand by Kelley Blue Book and received the Total Ownership Experience Award from J.D. Power.
We’re very proud of these achievements. Whether it’s our iconic Porsche 911, which we just launched into its eighth generation, the best-selling Macan compact SUV, or the all-electric Taycan, which will debut in late 2019, we believe our love for technology and passion for the brand shows in every car we produce. When you combine our rich heritage and innovative products with our award-winning dealer network, the result is customers who buy into our brand experience and stay loyal to Porsche.
Q: In 2015, you moved to your new North American headquarters located in the southern metropolitan district of Atlanta. What were the key arguments for this decision?
A: We’ve called metro Atlanta home since 1998. At that time, our headquarters relocated from Reno, Nevada to Sandy Springs, Georgia, about 20 miles north of our current headquarters. In 2010, we started looking for a new location. And after considering more than 70 options in a number of states, we decided to build our new home at One Porsche Drive. We are next to Hartsfield-Jackson International Airport— the world’s busiest airport with well over 100 million travelers per year. The visibility and access of our location is unmatched. Being so close to the airport allows eighty percent of the U.S. population to reach our Porsche Experience Center within two and a half hours of flying time. That makes visiting Porsche quite easy. In the end, Atlanta’s transportation infrastructure, skilled workforce, and strong support from the city and the state were key reasons for us to stay.
Q: What role did local workforce and education programs play? What makes you optimistic to the fact that employees will stay and shape the future with you?
A: Workforce is an important criteria for our success, and one of the key areas that we focused on when we were deciding whether to stay in Atlanta, or relocate our U.S. offices. We had several ot only because of the cost of living and the quality of life, but there are very skilled people here, as well as exceptional universities. This city attracts people from around the world. We are proud that we were able to stick with the very skilled, educated, and experienced workforce we have here in Atlanta. It’s that loyalty, combined with our corporate culture and dedication to producing high-quality, exciting products that give us confidence our employees will remain with us and continue to be a big part of our future success.
Q: Your corporate culture is defined by tradition and innovation. How does Georgia reflect those key values?
A: The State of Georgia and the City of Atlanta have both seen tremendous growth over the past two decades. The city continues to attract well-known investors and is already home to world-class companies such as Delta, Coca-Cola, UPS, and Home Depot, as well as a thriving movie and entertainment industry. Almost 90,000 people moved to Atlanta in 2017 and the city is poised to surpass Philadelphia as the nation’s eighth-largest metropolis. Georgia’s universities are strong and unemployment is low. That and the airport’s continued expansion make for a vibrant city and a growing economy. The city is known for its pro-business environment while continuing to embrace its rich southern U.S. traditions. There is also an innovative start-up culture at locations such as Atlanta Tech Village, and with venture funds, TechSquare Labs. Mayor Bottoms and her team continue to go the extra mile to attract new investors.
Q: Words of Wisdom: What would you advise companies that are thinking about relocating or expanding their businesses to Georgia?
A: You have to start with understanding cultural differences. These differences are very real and can sometimes be overlooked. For example, Germans value direct answers and can sometimes seem abrupt, especially when surrounded by a local culture that values southern hospitality. People in Georgia and Atlanta are very friendly, very polite, and mean well when they speak. That kindness is not always found in all cultures and can be a surprising, welcome change for many companies looking to move or expand their presence in Georgia.
Q: When you are not busy working, what do you like to do in Atlanta and Georgia for fun?
A: Atlanta is such a vibrant city with so many activities to choose from, it’s hard to narrow it down. It’s a very green city with plenty of outdoor amenities. I also like that it has big city opportunities but with a laid-back pace. The people are very friendly too. I’ve discovered that “southern hospitality” is not just a saying — it’s definitely a real thing. But if I had to choose, one of my favorite activities is a three-hour bike tour of Atlanta. It’s a 10-mile tour you can book through the city and takes you through the main city and surrounding neighborhoods. You can see all kinds of places you might never get to experience. Whenever I have visitors from out of town, I take them on this bike tour. They love it!
Thank you very much!