BMW M Driving Experience Expands with AREA M – The Ultimate BMW M Experience

The BMW M Driving Experience has been expanded with AREA M, a new concept that offers a more international focus, a new location in Memmingen, Germany, and new events. AREA M is designed to provide a multidimensional approach to performance experiences, going beyond the classic driver training format. The new location in Memmingen offers ideal conditions for dynamic performance experiences, with seven wet skid pads, three drift circles, four dynamic areas, and additional handling and slalom zones. The AREA M portfolio has been restructured to include a more international focus, with a redesigned website and an Experience Finder that makes it easy for visitors to find what they are looking for. The portfolio includes new and enhanced formats such as the “Games of Drift”, “M Starter”, “Ice Pro Experience”, and “M Snow Active”, which are designed to attract new target groups, including gamers, petrolheads, and performance-oriented women. The new digital platform structures all experiences into five categories: Winter, Track, Thrill, Custom, and Control, with five clearly defined levels: Compact, Essential, Plus, Pro, and Max. AREA M is positioned as a spiritual home for Gen M and all who feel an affinity with it, offering a place where brand enthusiasts can come together, experience performance, and explore limits. The launch of AREA M marks the beginning of a new era of performance experiences, with a focus on creating a community and providing a unique experience for all visitors.