Volvo Trucks North America plans to open a Customer Experience Center as part of a $38.1 million upgrade to its New River Valley truck assembly plant in Dublin, Va.

The Center will be a custom-designed circular building that features a product showroom highlighting the company’s complete lineup of Volvo heavy-duty truck, engine and transmissions models. Volvo envisions the Customer Experience Center as a place to showcase the company’s brand and products in an engaging setting.

“Together with the NRV plant and our Customer Experience Test Track, the new Center will give customers – and prospective customers – an unforgettable Volvo Trucks brand experience,” said Goran Nyberg, president of Volvo Trucks North America.

The building will also house four training rooms, two of which will have several uses and serve as pilot review rooms. The center of the building will house a theater that seats 200 people and an observation area will allow customers to watch trucks on the 1.1-mile Customer Experience Track that opened late last year.

Along with the new Customer Experience Center, the $38.1 million investment will fund other plant upgrades to improve safety, quality and efficiency at the NRV’s facilities.

“This investment is another recognition of the important role our employees and the NRV community play in delivering not only industry-leading products, but an industry-leading brand experience for Volvo Trucks customers,” said Franky Marchand, vice president and general manager of the plant.