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BMW is reshaping its performance programme with AREA M, a new banner for the BMW M Driving Experience launched on 3 February 2026. The name signals a broader, more international direction, with a refreshed line-up that aims to feel less like traditional driver training and more like a full-on M hub—part skills lab, part community space, and part competitive arena.
A major change is the addition of Memmingen alongside Maisach, giving AREA M a second home with more scope for dynamic sessions. The venue is laid out for car control in the real world, with wet skid pads, drift circles and dedicated handling zones designed to let drivers work on balance, throttle modulation and steering precision. It also doubles as a social base, with lounge areas and event spaces intended to keep the M atmosphere going even when the engines cool down.
BMW is also tightening up how the experiences are organised. Instead of a maze of options, the new structure sorts sessions into clear themes—Winter, Track, Thrill, Custom and Control—then ranks them by level from Compact through to Max. A redesigned website adds an Experience Finder so newcomers can pick a route that matches their confidence and ambition without wading through jargon.
New formats widen the net beyond the usual track-day crowd. There’s still an entry point with M Starter, but the programme now leans harder into destination-based driving, including ice and snow events in Scandinavia and the Alps, plus a women-focused winter format aimed at drivers who want performance coaching without the usual lads’ club vibe.
The headline act at Memmingen is Games of Drift, a gamified competition built around a specially modified M2 drift car. Drivers tackle precision challenges—spirals, ring targets and gymkhana-style routes—then see their results logged on a live public scoreboard. It turns sideways driving into a measurable contest of control and consistency, with the top performers earning a shot at a final later in the year.
