BMW is extending its long-running BMW M Driving Experience into a broader program called AREA M, a rebrand that comes with a more international focus, a new hub location, and a wider set of events designed to pull in drivers who want more than a traditional track school.
BMW positions AREA M as a single umbrella for M brand experiences, with a dedicated booking platform and a lineup that is meant to be easier to navigate for customers across different markets.
What Area M Changes
AREA M replaces the BMW M Driving Experience name and shifts the framing from training levels to a mix of track experiences, curated events, and brand-led community programming.
BMW says the goal is to reach new audiences and to make participation feel more like an ongoing M ecosystem than a one-time driving course, which matters as performance brands compete not just on horsepower but on lifestyle and access. BMW also highlights a new physical base in Memmingen, Germany, which is intended to support the expanded format while the program continues to run at other well-known venues.
New Locations And New Event Formats
BMW’s release points to an international expansion, with experiences built around major circuits and region-specific events rather than a single one-size-fits-all calendar. Track driving remains central, but the company is packaging it in a way that can scale, with clear product-style experiences that can be booked through the AREA M platform rather than relying on local programs that differ by country.
This kind of centralized structure mirrors how BMW is trying to standardize other parts of its business as it ramps new technology and new products.
Why BMW Is Doubling Down On Experiences
AREA M also fits BMW’s current reality, where the company is balancing future-facing EV strategy with the demand for traditional M cars that buyers still want to drive hard and often, which keeps attention on accessible performance models and their ownership costs.
The rebrand also lands while BMW keeps spotlighting manufacturing capability and output speed, a reminder that experiences, products, and production are being sold together. AREA M is ultimately a marketing move, but it is also a practical one, because driving programs create brand loyalty, generate content, and keep enthusiasts engaged while the lineup shifts under them.
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