Araquari. BMW Motorrad Brazil continues to expand its connection with motorcyclists beyond motorcycles and presents a new proposal focused on the adventure, the training and the experience on difficult terrain. The brand officially inaugurated its first BMW Motorrad Enduro Park in Brazil, a space created specifically for training, experiences, and events associated with motorcycle racing off-road.

Located in Araquari, in the state of Santa Catarina, the new park represents an important step within the strategy of BMW Motorrad to strengthen its ecosystem of experiences in Brazil. The project aims to provide to riders of different levels and a suitable environment to develop their skills, gain confidence and learn more thoroughly the possibilities of driving a motorcycle Adventure of the brand.

In addition, the new space will be an important activity since its first months of operation. The GS Challenge, one of the events dedicated to the community's Adventure BMW Motorrad, will be the first big meeting scheduled in the Enduro Park and will be held the next 14 and November 15, 2026.

BMW Motorrad Enduro Park: a new space for off-road riding

The new BMW Motorrad Enduro Park was built on land donated by the plant of the BMW Group in Araquari. The investment was made by BMW Motorrad, part of a broader strategy to provide experiences that allow customers to interact with the brand in a different way.

Inspired in the traditional centres of training off-road BMW Motorrad present in different parts of the world, the Enduro Park was designed to provide an adequate infrastructure for the learning and practice of techniques of off-road driving.

The main objective is that the riders can tackle different types of terrain and driving situations in a controlled environment. In this way, will be able to develop skills that will not only be useful to you during the adventure paths, but also contribute to improving the security and confidence on the bike.

The off-road driving requires specific techniques that can be very different from those commonly used on the asphalt. The control of the weight of the motorcycle, body position, acceleration, braking, and reading the terrain are some of the aspects that can make a major difference during a route.

For this reason, BMW Motorrad Brazil looking for the Enduro Park to become a meeting point for motorcyclists interested in improving their technical level and discover new experiences within the universe Adventure.

Matheus Pereira, CEO of BMW Motorrad Brazil, underlined that this project represents a new stage in the relationship between the brand and its customers.

The intention, he explained, is to go beyond the supply of motorcycles to premium and create authentic experiences that will strengthen the connection of the motorcycle with BMW Motorrad. The new space will allow the participants to develop their driving skills in a safe condition and to experience directly the adventurous spirit that characterizes the brand.

Araquari, a strategic point for BMW Motorrad Brazil

The location of the new Enduro Park also has a special meaning for BMW Group Brazil. The space is located in Araquari, a city that houses one of the most important operations of the group in the country.

The participation of the plant in Araquari in this project demonstrates the strategic importance that have the brazilian operations within the development of new initiatives for the BMW Group and BMW Motorrad.

According to Otavio Rodacoswiski, director general of the plant in Araquari of the BMW Group Brazil, the project represents an opportunity to connect directly to the brand with its customers through a completely different experience.

The Enduro Park combines two concepts that are part of the identity of BMW: on the one hand, the well-known “Pure driving pleasure” and, on the other, the philosophy of BMW Motorrad to make each journey an experience and to make your life a trip.

This combination is especially relevant in the universe of the motorcycle Adventure. For many motorcyclists, a BMW GS not only represents a means of transportation, but rather a tool for exploring new roads, travel to and compete to land that go beyond the conventional roads.

With the creation of this space, BMW Motorrad Brazil seeks to provide a place where that philosophy can be put into practice.

Training, safety, and development of skills for motorcyclists

One of the main objectives of the BMW Motorrad Enduro Park is to promote safer driving through the learning and technical development.

Adventure and off-road driving can pose significant challenges, especially for those who are just beginning to explore dirt roads, uneven surfaces or routes with different levels of difficulty.

Therefore, to have a space prepared specifically for the practice allows motorcyclists to learn and experience without facing directly to the conditions unpredictable that can be found during a real path.

The Enduro Park will be directed to riders with different levels of experience. This will allow both those who approach for the first time to the off-road driving as the more experienced pilots can participate in activities designed to develop their capabilities.

Joseph Lienert, director of Experience and Motorsport BMW Motorrad Brazil, he explained that the project was born with the aim of providing an environment prepared for the off-road driving with safety and quality.

In addition to the technical development, the initiative also aims to strengthen the community of BMW Motorrad in Brazil. The events and programs that are conducted in the Enduro Park will bring together bikers, who share the same passion for adventure and motorcycling.

This aspect is especially important for BMW Motorrad, a brand that has built a strong community around models as the family GS and experiences related to long-distance travel and exploration.

Frazão Motorbike Adventure will be responsible for the activities of the Enduro Park

To ensure the development of experiences and training programmes, BMW Motorrad Brazil will have the participation of Frazão Bike Adventure, a company specializing in experience and training off-road driving.

The company will be responsible for the management of space and the organization of the activities developed in the new park.

The participation of specialists in training off-road will allow to structure programs aimed at different skill levels and types of riders.

This is important because the driving Adventure is not solely dependent on the motorcycle. The preparation of the pilot also plays a pivotal role.

Learn how to correctly handle a motorcycle of big size on uneven surfaces can help to improve control and reduce risks. Techniques related to posture, balance, and response to, different obstacles are part of a preparation which can be useful both inside and outside of the Enduro Park.

The new space will allow this knowledge to be developed in an environment especially designed for this purpose.

The GS Challenge will open on the calendar of activities

The first big event scheduled for the BMW Motorrad Enduro Park will be the GS Challenge, which will be held on 14 and 15 November 2026.

This meeting will bring together motorcycle riders who are passionate about the world, Adventure BMW Motorrad and will mark the official start of the calendar of activities of the new park.

The GS Challenge is linked with one of the worlds most representative of BMW Motorrad: the family GS.

Over the years, the motorcycles GS have become one of the main symbols of adventure on two wheels. Their ability to combine road trips with routes out of the asphalt has helped to build an international community of motorcycle riders who want to explore new destinations.

For this reason, it is logical that the GS Challenge is the event chosen to inaugurate the activities of the new Enduro Park.

Registration to participate will open on 1 September, and BMW Motorrad Brazil will announce additional information about the schedule and the conditions of participation through official channels.

The event will allow attendees to see the new space and to participate in an experience focused on driving, adventure and community.

BMW Motorrad strengthens its ecosystem of experiences in Brazil

The opening of the first Enduro Park BMW Motorrad in Brazil demonstrates how the brand continues to evolve its relationship with customers.

Currently, the experience of owning a motorcycle can go far beyond the purchase. Motorcyclists looking for travel, meetings, courses, paths and opportunities to develop their skills.

BMW Motorrad has been bet since years ago for this type of initiatives in different markets, creating experiences that connect directly with the philosophy of the Adventure of the brand.

The Enduro Park in Araquari now represents a new chapter of this strategy in Brazil.

The project brings together several key elements to BMW Motorrad: training, safety, community, adventure, and technical development. At the same time, take advantage of the importance of the operations of the BMW Group in Araquari to create a space that directly connect the industrial presence of the brand with customers.

The opening of the park could also become a reference for the development of new experiences for BMW Motorrad in Latin America.

A new way to live the spirit of Adventure BMW Motorrad

With the BMW Motorrad Enduro Park, Brazil adds a new space for those who seek to improve their skills and to live more intensely the experience of driving off-road.

The project does not merely provide a circuit or an area to drive off the road. Its purpose is to create a platform of experiences where motorcyclists can learn, share and develop greater confidence about their motorcycles.

The arrival of the GS Challenge in November will be the first step of the calendar, which will seek to convert the Enduro Park in a point of reference for the community's Adventure BMW Motorrad in Brazil.

For the brand, this initiative reinforces an idea that forms part of your identity: the motorcycles are made to bring people further, but the experience also depends on the preparation, confidence, and the stories that are constructed during the way.

With this new space in Araquari, BMW Motorrad Brazil opens a new path for those who understand that the adventure only begins when the asphalt ends, but from the moment that they decide to keep exploring.

Source: BMW Group