North Carolina isn’t just another state chasing investment—it’s rewriting the rules. While the world fixates on Silicon Valley and Wall Street, this southeastern powerhouse has been quietly stealing the show, luring talent, capital, and technology in a way that’s impossible to ignore. The numbers are staggering: more than 100,000 new residents in a single year, a GDP on par with Switzerland, and a business climate that’s leaving traditional power centers scrambling to keep up.
“Companies don’t just need incentives—they need workforce, logistics, and a stable economic climate. North Carolina delivers on all three,” says Luigi Mercuri, managing director of North Carolina’s European office. Unlike states that rely solely on tax breaks to lure investors, North Carolina plays the long game, investing in infrastructure, education, and innovation ecosystems that keep businesses locked in for the future.
The Research Triangle—anchored by Duke, the University of North Carolina at Chapel Hill, and North Carolina State—is the engine driving this transformation. This is no ordinary university cluster; it’s the largest R&D hub in North America, home to more than 300 companies. Apple is currently building its East Coast headquarters here. Novo Nordisk is betting big on biotech. And a wave of emerging startups is proving that North Carolina is where the next generation of innovation is happening. “It’s not just about bringing in major players—it’s about building an ecosystem where companies of all sizes can thrive,” Mercuri explains.
Charlotte, meanwhile, has become a financial and industrial titan. It’s the second-largest banking hub in the U.S., home to Bank of America, Truist, and a growing cluster of fintech giants. The city is also playing a key role in the electric vehicle revolution, with Toyota constructing its largest battery manufacturing plant and Siemens doubling down on energy innovation. The I-85 corridor is quickly becoming a battleground for the industries of the future, and North Carolina is positioning itself at the center.
But North Carolina’s story is about more than just economic success—it’s a story of reinvention. Decades ago, this was a state built on tobacco, textiles, and furniture manufacturing. Today, it’s an innovation powerhouse. It has managed this evolution while preserving what makes it special: safety, stability, and a high quality of life. Unlike some high-growth states, North Carolina offers a sense of security, a moderate climate with fewer natural disasters, and a deep cultural appreciation for food, sports, and outdoor living.
For European companies, the cultural ties run deep—especially with Germany. North Carolina has long embraced the German apprenticeship model, creating a skilled workforce that aligns with European manufacturing standards. It’s no coincidence that Siemens has its second-largest U.S. workforce here, after California. Daimler Trucks, BASF, and Lufthansa have all expanded their presence in the state, drawn by its engineering expertise, logistics network, and ease of doing business.
“We don’t just welcome European companies—we give them the tools to scale.”
Luigi Mercuri, managing director, European office, Economic Development Partnership of North Carolina (EDPNC).
European executives relocating here aren’t just finding great jobs—they’re discovering a lifestyle that rivals the best in the world. “The business case is strong, but lifestyle matters too. When companies expand, they want their executives to feel at home. North Carolina offers that balance,” says Mercuri. Direct flights from Charlotte and Raleigh to London, Paris, Frankfurt, Madrid, and Munich make it easy to stay connected, while the state’s international schools and cultural scene provide the kind of soft infrastructure that seals the deal for global talent. And yes—the food is next-level, evolving far beyond its famous Southern barbecue to include Michelin-starred dining and a thriving international culinary scene.
The state’s play for European investors is deliberate and well-structured. With one of the lowest corporate tax rates on the East Coast—set to hit zero by 2030—and a government that understands the value of long-term partnerships, North Carolina isn’t just opening its doors to European companies; it’s laying down the red carpet.
“We don’t just welcome European companies,” Mercuri emphasizes. “We give them the tools to scale.”
And they don’t have to do it alone. North Carolina has representative offices in Treviso (Italy), Basel (Switzerland), and Berlin (Germany), as well as an honorary representative office in Northern Iberia, located in Vigo (Spain), ensuring that European businesses have expert guidance before they even set foot in the U.S. “Proximity matters. When companies need answers, we’re right here in their time zone, speaking their language, helping them cut through the complexity,” says Mercuri.
That’s the thing about North Carolina—it’s not just a place to set up shop. It’s a place to stay. Businesses aren’t just expanding here; they’re committing for the long haul. Talent isn’t just moving in; it’s putting down roots. While other states chase short-term wins, North Carolina is playing a different game—and winning.
