AREA M Redefines the BMW M Driving Experience

BMW Group presents AREA M, a new international BMW M Experience format with updated locations, digital tools and competitive driving events. Learn what changes.

The launch of AREA M on 3 February 2026 marks a turning point for the BMW M Driving Experience. With a new name, a restructured portfolio and a stronger international focus, the concept moves beyond traditional driver training and evolves into a multidimensional experience space where performance, competition and community converge.

A key element of this transformation is the expansion of physical locations. Alongside Maisach, BMW M is adding Memmingen as a new venue designed for dynamic performance experiences. With seven wet skid pads, dedicated drift circles, multiple dynamic areas and additional handling and slalom zones, the site offers the technical foundation for a wide range of formats. Beyond the track itself, Memmingen also serves as a physical hub for the community, featuring lounges and meeting spaces that reflect the immersive character of the new brand approach.

The product portfolio has been fundamentally reorganised as well. Instead of a complex structure of categories and variations, AREA M now groups its offerings into five clear segments — Winter, Track, Thrill, Custom and Control — combined with five defined levels from Compact to Max. A redesigned digital platform and the new Experience Finder are intended to make it easier for both long-time enthusiasts and newcomers to identify suitable programmes within just a few clicks.

At the centre of the new concept are innovative, gamified formats. The Games of Drift, offered exclusively in Memmingen, represent the most prominent example. Using a specially adapted BMW M2 Coupé with technical modifications such as an increased steering angle and bespoke rear differential software, the format focuses on comparable performance and competitive driving skills. Results are displayed on a public live scoreboard, reinforcing the sense of competition. The nine highest-ranked drivers will qualify for the final on 17 October 2026, joined by a wildcard entrant selected by the Red Bull Drift Brothers, who will also act as the judging panel.

AREA M is also designed to reach broader target groups. Alongside experienced BMW M owners and performance enthusiasts, the programme addresses newcomers and audiences drawn to competitive and experiential formats. Entry-level training such as BMW M Starter remains part of the portfolio, complemented by offerings like the Ice Pro Experience in Arjeplog and M Snow Active in Sölden, a format tailored specifically to performance-oriented women. Together, these elements position AREA M as a central meeting point for Gen M — a community defined not by age, but by a shared passion for high-performance experiences.