The debut of AREA M BMW on 3 February 2026 signals the start of a new chapter in high-performance driving experiences. With Memmingen joining Maisach as an additional venue, AREA M reorganises its offering and adopts a stronger international outlook. A newly redesigned website supports this evolution, featuring an Experience Finder that allows both long-standing enthusiasts and first-time visitors to quickly identify suitable experiences. The portfolio is further enhanced by gamified formats. One highlight is the Games of Drift, available exclusively in Memmingen, where a specially adapted M2 Drift car delivers highly dynamic and immersive experiences. Participants compete head-to-head and can follow their rankings in real time via a live online scoreboard. The nine highest-scoring drivers advance to the final on 17 October to compete for prizes. Tailor-made formats such as M Starter, the Ice Pro Experience in Arjeplog, Sweden, and M Snow Active for performance-focused women also help attract new audiences.

AREA M for modern performance experiences
AREA M represents a shift toward a multidimensional concept that extends well beyond traditional driver training. It becomes a dedicated experience space where brand fans connect, performance is felt firsthand, and the M philosophy comes alive visually, audibly and physically. This marks the evolution from a simple driving activity to a holistic BMW M Experience. The new name acts as a link between BMW M as a high-performance brand and a platform for exploration and pushing limits—both physical and emotional. Central to this transformation are the people behind BMW M: owners of M vehicles, those aspiring to drive an iconic performance car, and thrill-seekers in search of their next adrenaline hit.
AREA M offers experiences precisely aligned with individual needs, creating an environment where participants can strive for excellence, refine their skills and test themselves in competition. More than just a driving programme, it serves as a meeting point for the community, appealing to Gen M and new audiences alike—gamers and car enthusiasts, beginners and experts, regardless of age or gender.
A streamlined portfolio with a clear structure
BMW M has always focused on meeting customer expectations, and AREA M builds on this approach with a newly structured portfolio aligned even more closely to user needs. Previously, numerous categories and variations offered a wide range of booking options. The new digital platform simplifies this by organising all experiences into five clear categories: Winter, Track, Thrill, Custom and Control, supported by five experience levels—Compact, Essential, Plus, Pro and Max. The Experience Finder ensures that even newcomers can quickly find the right offer.
Expanded and refined programmes for new audiences
AREA M also introduces newly developed formats such as the M Ice Pro Experience in Arjeplog, Sweden, and M Snow Active in Sölden, Austria, created specifically for women with a passion for performance. The BMW M Starter programme remains available for beginners, alongside the BMW M Drift Academy, the top-selling experience of 2025, which relocated to Memmingen in November.
Games of Drift – the flagship experience in Memmingen
Innovation is a defining element of AREA M, with gamified experiences drawing new participants into the BMW M community. The Games of Drift, offered exclusively in Memmingen, combine competition, emotion and replayability, allowing fans to book the experience multiple times. The challenges focus on precision, control and endurance, as participants compete against others who share the same passion. Tasks include navigating a defined drift spiral, completing the Ring Drop challenge by hitting targets while drifting, and mastering a demanding Gymkhana course as quickly and accurately as possible. All results are displayed on a public live scoreboard, highlighting scores and rankings and reinforcing the playful competitive spirit.
The BMW M2 Coupé serves as the base vehicle for Games of Drift and is equipped with bespoke technical modifications for this demanding format. These include an increased steering angle, lockable rear wheels and a rear differential with specially developed software, enabling consistent and comparable drifting performance. The high level of skill required is reflected in the quality of the prizes. The nine highest-scoring drivers qualify for the final on 17 October 2026, with a tenth finalist selected via a wildcard by the Red Bull Drift Brothers. The finalists then compete for prizes under the supervision of the Red Bull Drift Brothers, who also serve as judges.

