BMW M Driving Experience Expands with New 'AREA M' Brand

BMW's M Driving Experience program is undergoing a significant transformation, relaunching as 'AREA M' on February 3, 2026. This initiative introduces a new dedicated facility in Memmingen, Germany, complementing the existing Maisach location, and aims to broaden the appeal of BMW M performance driving events to a wider audience.

New Facilities and Program Structure

The expansion of the BMW M Driving Experience, now known as AREA M, includes a new physical location in Memmingen, Germany. This facility is equipped with seven wet skid pads, three drift circles, four dynamic areas, and additional handling and slalom zones, providing diverse environments for dynamic driving instruction. Memmingen also features a lounge, conference rooms, and catering to support community engagement.

Alongside the new venue, AREA M introduces a restructured program portfolio designed for clarity and broader appeal. The previous complex booking options have been streamlined into five clear categories: Winter, Track, Thrill, Custom, and Control. Participants can also choose from five defined skill levels: Compact, Essential, Plus, Pro, and Max. This new structure is supported by a redesigned website featuring an 'Experience Finder' to simplify event selection for both new and returning customers.

Introducing 'Games of Drift' and New Events

A highlight of the new AREA M offerings is the 'Games of Drift,' an exclusive event held at the Memmingen facility. This competitive experience utilizes a specially adapted BMW M2 Coupé, modified with a greater steering angle, lockable rear wheels, and specialized rear axle differential software to facilitate consistent drifting. Participants engage in challenges such as drift spirals, the 'Ring Drop,' and Gymkhana courses, focusing on precision and endurance.

Results from the 'Games of Drift' are tracked on a live public scoreboard, fostering a competitive atmosphere. The top nine drivers with the highest scores will qualify for a final competition on October 17, 2026, where they will vie for prizes under the judgment of the Red Bull Drift Brothers. A tenth spot in the final will be awarded via a wildcard nomination by the Red Bull Drift Brothers.

The AREA M program also introduces several other new and enhanced formats. These include the 'M Starter' entry-level training, the 'M Ice Pro Experience' in Arjeplog, Sweden, and the 'M Snow Active' event in Sölden, Austria, specifically designed for performance-oriented women. The popular 'BMW M Drift Academy,' a best-seller in 2025, has been relocated to the new Memmingen site.

Broadening the Audience and Experience

The transition to AREA M represents a shift from a traditional driving experience format to a more comprehensive BMW M Experience brand. This new approach aims to create a 'spiritual home' for enthusiasts, extending beyond in-vehicle activities to encompass a broader M mindset. The initiative seeks to attract new demographics, including gamers, alongside traditional petrolheads, and caters to all skill levels, ages, and genders.

The adapted BMW M2 Coupé used for the 'Games of Drift' has a combined fuel consumption of 9.8–9.6 l/100 km and CO2 emissions of 223–218 g/km (WLTP), corresponding to CO2 class G. These figures are based on the methods required by Regulation VO (EC) 2007/715, applicable to vehicles in the German automotive market.

With the launch of AREA M, BMW is expanding its high-performance driving programs, offering more diverse experiences and locations. The new Memmingen facility and restructured event portfolio aim to provide accessible and engaging opportunities for a wider range of enthusiasts to develop their driving skills and connect with the BMW M brand.