Unique driving experiences with BMW M models have a new home: the BMW M Driving Experience extends with AREA M and hitting the ground running. And the new brand identity is not all: AREA M offers completely new driving experiences that go beyond the previous offering, are even more fun and allow you to experience the performance of the latest M models even more vividly. AREA M is becoming the ultimate space for performance fans and car enthusiasts, for beginners and professionals, for M drivers and those who want to become one. Ready. Set. AREA M.
A PLACE FOR THE COMMUNITY TO EXPERIENCE.
A PLACE FOR THE COMMUNITY TO EXPERIENCE.
With Memmingen, AREA M is expanding its base beyond Maisach to include another location. It offers ideal conditions for high-performance experiences. Seven wet pad skid pads, including three drift circles and four dynamic areas, as well as additional handling and slalom zones, open up a wide range of possibilities. Memmingen also creates a home for the community with a lounge, seminar rooms and excellent catering. This makes the location a physical expression of the brand promise of AREA M: every detail conveys high performance, energy and fascination.
NEW OFFERS, CLEAR STRUCTURE.
BMW M is known for listening carefully to its customers. The result is a revamp of the AREA M experience offering. Above all, this means less complexity and faster bookings. The completely redesigned AREA M website underscores the clear structure of the entire portfolio. When selecting from the range of offers, the newly integrated AREA M Experience Finder guides you to the desired driving experience with just a few clicks.
ENHANCED FORMATS.
ENHANCED FORMATS.
In addition, further enhanced and new programmes such as ‘M Ice Pro Experience’ in Arjeplog or ‘M Snow Active’ in Sölden, which are aimed particularly at women who are enthusiastic about performance, are part of the reorientation of AREA M.
START YOUR GAME.
START YOUR GAME.
From the perfect drift straight to the high score table: gamified experiences such as the ‘Games of Drift’ represent another innovative approach. They are offered exclusively at the new location in Memmingen. Here, the focus is on driving characteristics such as precision, skill and endurance, as well as comparison with other members of the community. One aim is to drive a defined drift spiral, throw rings into a target during the ring drop while drifting, and complete a complex course as quickly and flawlessly as possible in Gymkhana. What makes it special is that all results are entered into a public scoreboard on the website. It shows your own score and ranking at any time and puts the competition in a playful spotlight.
SPECIAL DRIFT VEHICLE, HIGH-QUALITY PRIZES.
Drifting at the ‘Games of Drift’ is done with professional equipment: the BMW M2 Coupé, specially built for the demanding competitions, features an increased steering angle, a specially adapted rear axle differential and a so-called fly-off handbrake. Perfect, reproducible drifts and absolute concentration are the keys to success here.
The nine participants with the most points in this experience also qualify for a final, which will take place on 17 October 2026. This starting field will then compete for prizes under the watchful eyes of the Red Bull Driftbrothers, who will act as judges.
