Munich. The launch AREA M on February 3, 2026 marks the beginning of a new era of experiences of high-performance. Memmingen is in addition to Maisach as the location of experiences M; at the same time, AREA M restructuring the portfolio and creates a more international approach. This includes a redesigned website with an Experience Finder that makes it easy for fans and new visitors find what they are looking for in just a few clicks. The activities gamificadas extend the offer. For example, the “Games of Drift”, available exclusively in Memmingen, use a vehicle M2 Drift specially modified to allow customer experiences full of adrenaline. The participants compete with each other and can see your position by means of an in vivo marker in the web site. The nine pilots better classified will advance to the final on 17 October, where you can compete for prizes. Events specially designed, such as “M Starter”, the “Ice Pro Experience” in Arjeplog, Sweden, and the “M Snow Active” led drivers-oriented, high performance, attract new target groups.
AREA M to experiences of high-performance contemporary.
AREA M marks the transition to a multi-dimensional approach that goes beyond the classic format of training for drivers. AREA M becomes the space of experience final, a meeting place where enthusiasts of the brand, where you will experience the high performance and where the mentality M becomes visible, audible and tangible. Reflects the passing of a pure experience of driving an authentic experience BMW M.
Accordingly, the new name works as a bridge between BMW M as a brand of high performance and a space for experimentation and exploration of boundaries, both physical and emotional. In the heart of the reorientation are the people that make up BMW M: owners of models, BMW M, people interested in driving an iconic car of high performance and seekers of excitement for the next adrenaline rush. Everyone will find deals that are perfectly adapted to your needs. This makes the AREA M in a place and an environment where people can pursue excellence, to perfect their skills and put them to the test in competition with others. In summary, a spiritual home that offers so much more than experiences within the vehicle. Attracts members of the Gene M, together with new target groups: the “gamers” that is closer to the high-performance handling from the world of video games and the “petrolheads” fans of driving, and the technology of high performance, both beginners as well as professionals, of any age or gender.
Memmingen – the new headquarters for the community.
With Memmingen, AREA M adds a new physical location to your portfolio. As Maisach, Memmingen, offers ideal conditions for thrilling experiences of high dynamic performance. Seven tracks of sliding in the wet, three-skidpads (circles of drift), four dynamic areas and additional areas of management and slalom open up a wide range of possibilities to create new experiences.
Memmingen also offers a home physical to the community with a lounge, conference rooms, and excellent food service. This turns the location on a tangible expression of the new brand proposition, focused on an experience in which everything feels authentically M. Every touch, every sound, every detail transmits high-performance, energy and fascination.
Range redefined with clear structure and reduced complexity.
BMW M is known for incorporating the desires of their customers. In the case of AREA M, the new location, and the launch of the brand have been supplemented with an updated portfolio, now even more adapted to the requirements of the client. In the past, categories, subcategories and variations offered a wide range of booking options. The new digital platform now structure all experiences in the following categories: Winter, Track, Thrill, Custom and Control. In addition, there are five levels clearly defined: Compact, Essential, Plus, Pro, and Max. With the new Experience Finder, even the new visitors can find what they are looking for with just a few clicks.
Formats new and improved to extend target groups.
AREA M also represents programs especially developed and new, as the “M Ice Pro Experience” in Arjeplog, Sweden, or the “M Snow Active” in Sölden, Austria, designed specifically for women aimed at high-performance driving. The training input “BMW M Starter” will remain, as the success of sales in 2025, the “BMW M Drift Academy, which moved to the site of Memmingen in November.
Games of Drift – new experience key in Memmingen.
AREA M also embodies an innovative mentality. The new offerings gamificadas attract new people to the community. An example are the Games of Drift, which are available exclusively at the new headquarters of Memmingen. It is an experience gamificada, competitive and with great emotional charge, and you can book any fan, even several times. The focus is on driving skills such as precision, dexterity and endurance, and in the competition against other members of the community. The challenges of Games of Drift include follow a spiral of drift defined; the goal of the Ring Drop is to throw rings into a target area while doing drift; and in Gymkhana need to complete a tour of complex and fast as perfect as possible while you drift. What's special about the event is that all the results are recorded in an in vivo marker on the public web. This shows the score and the ranking of each participant and puts the focus on the competition in a playful manner.
