German automaker Audi’s decision to locate its first U.S. plant in Georgia was a trifecta for Gov. Brian Kemp, who sees it as a major part of his legacy as he prepares to leave office.
When campaigning for governor for the first time eight years ago, Kemp pledged to bring more jobs to rural parts of the state.
He went on to assemble three “megasites” strategically located east and south of Atlanta.
First, Rivian jumped in, choosing the site near Social Circle. Then came Hyundai, picking the second site near Savannah.
Finally, on Saturday, Gernot Döllner, CEO and chairman of the Audi AG board, announced plans to build the company’s first U.S. plant at the third megasite, in Peach County, near Macon.
Audi said it wanted to be closer to customers in North America. Kemp’s office said the company would make as many as 200,000 vehicles a year at the facility by 2031, with SUVs tailored to the continent.
On Monday, the term-limited Kemp characterized the announcement as mission accomplished. The plant, in which Audi plans to invest about $4 billion, is expected to create about 4,500 jobs in the region.
“We will see this payoff for decades to come,” he said at the Capitol.
Pat Wilson, commissioner of the Georgia Department of Economic Development, said the jobs will be high-tech, in a highly automated plant, and will pay workers an average of more than $63,000 a year, pumping $283 million annually into the state economy.
“Those are quality jobs, high-skill jobs,” Wilson said.
The contracts have not been inked. Audi’s board of directors must still approve the deal.
But Kemp and Wilson said they were confident in sealing a deal that has been nearly two years in the making.
It came together in fits and starts after Kemp said he read an article in the Wall Street Journal about the company’s interest in making cars in the United States.
The Munich Security Conference was approaching in early 2025, and Kemp saw it as an opportunity to sell Georgia. He had been making trade trips abroad and would be speaking at the event.
The governor said he asked Wilson to arrange a meeting with Audi.
‘A cold call’
“It was really a cold call, quite honestly,” Kemp said.
The company agreed to meet. They convened in a small room at a hotel. Georgia’s team showed Audi executives the megasite, and Audi responded with a poker face.
“They didn’t really say a whole lot to us, best I remember,” Kemp said.
Later, the company expressed interest, and a deal seemed to be in the offing. Then Audi stopped talking to Georgia. Kemp said the state was planning to market the megasite to other companies, but Audi returned to the table.
The site’s location near Georgia’s rail lines, ports and automotive parts suppliers attracted Audi, Kemp said, adding that he thought access to a skilled workforce was the top selling point.
Kemp said Georgia competed with other states to land Audi. He would not detail any incentive package the company would receive but said that information would eventually become public.
Another major selling point, both Kemp and Wilson said, was the preparation at the megasites that would allow a company to quickly get a new plant up and running.
‘Speed to market’
“Speed to market” was among the reasons that consultants who responded to Area Development magazine’s latest survey again ranked Georgia as the top state for business. The magazine’s announcement last month put Georgia at No. 1 for the 13th year in a row. Georgia also ranked first for cooperative and responsive state and local government.
Kemp and Wilson said government had to adapt to the fast pace of business these days.
“It couldn’t just be, you know, a piece of land,” Kemp said.
It had to be ready to go, or “shovel-ready.” Audi had to have confidence that Georgia could quickly issue environmental permits and provide the site with the water and power supply necessary to get a factory running at that scale — and quickly.
Kemp described Audi and the other automakers as magnets for related businesses that would contribute to economic growth long after he leaves office in January.
“You land these projects, and they’re going to grow over time or bring suppliers,” he said.
