Introduction to AREA M
Munich. The unveiling of AREA M on 3 February 2026 marks a significant advancement in high-performance experiences for BMW enthusiasts. Situated in Memmingen, adjacent to Maisach, AREA M aims to enhance the customer experience with an international perspective and a redefined offering.
A Modern Performance Hub
AREA M evolves from conventional driver training into a comprehensive performance facility. This venue is crafted to bring together brand aficionados and express the M ethos in a tangible manner. It’s not solely about driving; it’s about fully engaging with the BMW M culture. The new designation embodies this transformation, acting as a conduit between the high-performance brand and an experimental platform. Whether you are an experienced driver or a beginner, AREA M provides customised experiences for everyone, fostering skill enhancement and friendly rivalry.
Memmingen: The New Venue
Memmingen enhances the Maisach location, offering optimal conditions for dynamic performance activities. The site features seven wet skid pads, three drift circles, four dynamic areas, and various handling and slalom zones, ensuring numerous exhilarating opportunities. It also incorporates community-oriented facilities such as a lounge and conference rooms, guaranteeing that every visit is distinctly ‘M’.
Streamlined Offerings
In alignment with its new direction, AREA M introduces an updated portfolio tailored to customer preferences. The previously complex array of categories has been distilled into five primary experience types: Winter, Track, Thrill, Custom, and Control. Each experience is further classified into five levels: Compact, Essential, Plus, Pro, and Max. The revamped digital platform allows users to swiftly identify experiences that meet their desires.
Targeted Programmes for Diverse Audiences
AREA M launches specialised programmes such as the “M Ice Pro Experience” in Arjeplog, Sweden, and the “M Snow Active” event in Sölden, Austria, specifically designed for performance-oriented women. Additionally, the introductory “BMW M Starter” training remains available alongside the popular “BMW M Drift Academy”, which has recently relocated to Memmingen.
The Games of Drift Experience
One of the highlight offerings at AREA M is the “Games of Drift”, exclusively available at the Memmingen site. This innovative, gamified experience challenges participants to test their driving abilities in a competitive environment. Activities include manoeuvring through a drift spiral, the Ring Drop where rings must be tossed into a target while drifting, and a Gymkhana course demanding precision and speed. Results are monitored on a live scoreboard accessible online, adding an engaging competitive edge.
” alt=”BMW M Driving Experience”>
© BMW Group
