BMW has introduced an improved version of the performance driving programme, termed as AREA M, which seeks to provide drivers with experiences, irrespective of whether they are new to the experience or not. The new version was recently introduced on 3rd February 2026, improving on the company’s offerings in high-performance driving programmes.
The programme brings together BMW M driving experiences under a new, streamlined format, while introducing new formats and gamified events that cater to different target groups.
What is AREA M and How Does It Differ from Previous BMW M Experiences?
AREA M represents an evolution of the original BMW M Driving Experience. Unlike other driving experiences that emphasise driver training, this offers a broader motor marketing environment where participants can expand their driving abilities as well as compete and enjoy high-performance automobiles.
Its focus is on community, skills, and accessibility, even for those with varying levels of experience. AREA M also offers fresh locations, such as Memmingen, which is now included with Maisach, in its attempt to reach more people, including both old and new enthusiasts of the event.
How Are Experiences in AREA M Structured?
The AREA M portfolio has been redesigned for greater clarity and ease of use. All the experiences are grouped into one of five categories: Winter, Track, Thrill, Custom, or Control, which are subdivided into five levels of intensity: Compact, Essential, Plus, Pro, or Max.
The use of a digital platform, including an Experience Finder tool, enables individuals to quickly select programmes according to their needs. This ensures that each person is catered to, depending on their skill, location, and/or experience type.
What Are the New Experiences and Target Groups?
AREA M launches specific programmes targeting new participants as well as specific demographics:
BMW M Starter: This training is for starters.
Ice Pro Experience (Arjeplog, Sweden) Winter driving training, with an emphasis on precision.
M Snow Active (Sölden, Austria): Winter programme primarily targeting performance-oriented women.
BMW M Drift Academy: Once a bestseller for 2025; now moved to Memmingen.
The goal of these shows is to appeal to a broader audience that includes more youthful enthusiasts, women, and gamers who enjoy skill-based driving challenges.
What is the “Games of Drift” Event in Memmingen?
The “Games of Drift” are a gamified competition, exclusively conducted at the Memmingen site. The participants take part in riding a specially modified BMW M2 Coupé, which bears increased steering angle and lockable rear wheels, integrated with a rear differential with software specific to enhance the reproducibility of drifts.
The tasks involve drifting spirals, Ring Drop challenges, and the courses of Gymkhana. Scores will be taken on an online live leaderboard while the top nine drivers make their way for a final on 17 October 2026, with another wildcard selected by the Red Bull Drift Brothers Jury.
This format celebrates accuracy, skill, and stamina, and also offers competitive opportunities to all participants regardless of skill levels.
Availability, Pricing, and Launch Details
AREA M officially started on 3 February 2026. Some of the programmes are available in Maisach and Memmingen, while some winter programmes are available in Arjeplog, Sweden, and Sölden, Austria, too.The prices of the programmes vary from one programme to another, from entry level, which is best for casual drivers, to advanced level, which is best for experienced drivers.
The booking of the programmes is done through the official website of AREA M, which provides complete information on how to book the programmes based on locations, programme categories, and skill levels.
