AREA M

“We Celebrate Performance” – that’s what AREA M stands for. In 2026, it evolved from the BMW M Driving Experience into the BMW M Experience Center for ultimate driving experiences. The program includes driving safety, racetrack, winter, and professional experiences across Europe, including Germany, Austria, and Sweden, as well as driving-focused incentives. Each year, more than 20,000 participants take part in over 1,000 events. To ensure smooth and seamless organization, we support AREA M as a reliable partner.

For more than 10 years we’ve been responsible for organising, delivering and, above all, managing participants for the experiences. We take care of the whole registration process, as well as on-site meals and accommodation among others. As soon as one event is over, however, it’s not long until the next one, and we support AREA M the whole year round, supporting customers via our Customer Interaction Centre, as well as responding to inquiries and issuing vouchers. And of course, as a full-service agency, we can take care of everything!

Driving on frozen lakes – isn't that something that only happens in James Bond?! It’s a unique winter experience we provide as part of AREA M Winter in locations such as Arjeplog, Sweden. Four days full of driving fun against a stunning snowy backdrop. Taking care of participants from start to finish.

Whether through workshops, individual or group bookings, or large events such as a company anniversary – together with BMW M, we create experiences to suit customers’ individual needs. From leisurely sightseeing tours through the foothills of the Alps to adrenaline-pumping product experiences on the racetrack. With customized events, we’re there every step of the way from the first customer enquiries and tailor-made preparations to their successful completion.