ATLANTA — With sharp angles and curved glass walls, Porsche's U.S. headquarters is a striking $100 million piece of design. The investment is already paying off in publicity.
Since opening in 2015, the 27-acre campus has served as a backdrop in 15 movies and TV shows, including cameo roles in some of Hollywood's biggest blockbusters.
Porsche's more than 200,000-square-foot office building, which overlooks a runway at the world's busiest airport, served as the Avengers' new headquarters in Captain America: Civil War. It also appeared in Spider-Man: Homecoming when the web-spinning superhero visited his Avenger pals.
One Porsche Drive, however, is more than Hollywood prop. It's the operational hub of the North American business, Porsche's second largest market after China. The automaker sold more than 55,400 sports cars and SUVs in the U.S. last year.
The headquarters is also pivotal to a soft-sell strategy that Porsche, like some other automakers, relies on to offset the hard-sell tactics associated with dealerships.