Lapland Ice Driving

What Lapland Ice Driving does

Lapland Ice Driving (LID) operates what it describes as the world's largest ice driving centre on a 1,200-hectare private terrain on frozen Lake Uddjaur near Arjeplog, Swedish Lapland, roughly 70 km inside the Arctic Circle. The facility comprises 13 tracks, including five full-scale Formula 1 circuit reproductions (Paul Ricard 5.8 km, Nürburgring 5.2 km, Silverstone 5.9 km, Sepang 5.54 km, Yas Marina 5.55 km), plus technical tracks, ovals, and circles. A fleet of around 30 supercars — Ferrari (F8 Tributo, 488 Challenge, 296 GTB), Lamborghini Huracan, Porsche (992 GT3, GT3 Touring, 718 Cayman GT4), Alpine A110, and BMW M2/M240i — is specially prepared each season (≈60 hours per car, including ABS/ESP removal, reinforced underbody, modified brake-force distribution, and 400-650 spiked tyres per corner). Operations run seasonally from January 10 to March 22, capped at 12 crews per day for a maximum of 8 hours of driving per pilot, with coaching delivered by professional racing drivers.

The business is a direct-to-consumer luxury experience operator monetized through packaged and bespoke programs sold at €4,950-€17,040+ per pilot (Pack Découverte, Pack Elle & Lui, Pack Complices, Pack Amicalement Votre, Pack Race Drivers, Pack Groupe, and Sur-mesure), complemented by corporate and OEM event services (white-label and turnkey, including Alpine, Castrol, and Porsche 911 Dakar owner events) and a luxury licensed-merchandise stream via a multi-year Hublot partnership (Classic Fusion LID at €17,200 and Big Bang Unico LID at €26,200). The Swedish operating entity (Laponie Ice Driving AB) sits under holding company HOLDEC, with French subsidiary Drive and Travel SAS (Bondoufle) handling commercial, marketing, and travel logistics. The offering is differentiated by the unique Arctic location and scale of the track infrastructure, 20 years of brand heritage, and a senior coaching roster that includes WTCC champion Yvan Müller and F1-affiliated Alpine partnerships.

Name

Lapland Ice Driving

Legal name

LAPONIE ICE DRIVING AB

Website

https://lapland-ice-driving.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Lapland Ice Driving operates the world's largest ice driving centre on Sweden's frozen Lake Uddjaur, offering ultra-high-net-worth automotive enthusiasts and corporate clients multi-day supercar driving experiences on full-scale F1 circuit replicas during a 14-week winter season.

Ownership category

akta.pro rank

Product category

Luxury Motorsports Experiences

NAICS

Tour Operators (561520)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Ice Rinks & Winter Sports Facilities (MPAKAEAG)

akta.pro secondary industry

Snowmobile & Motorized Snow Tours (Snowmobiling, Snowbike) (THAAAJAF)

Keywords

• Ice driving experiences
• Luxury driving packages
• Supercar track days
• Arctic motorsport tourism
• Corporate driving events

Headquarters

HQ city

Arjeplog

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Ice Driving Experience Packages: Pre-packaged and bespoke ice driving programs sold directly to consumers and corporate groups. Programs include driving sessions (2.5 to 8 hours/day), coaching, track access, and concierge services. Packages range from entry-level (Pack Découverte from €4,950) to ultra-premium (Pack Race drivers from €17,040). Custom multi-day experiences are also sold.
2. Licensed Merchandise (Hublot Watch Collaboration): Co-branded luxury watches sold as limited editions. Classic Fusion LID watch at €17,200 and Big Bang Unico LID at €26,200 (LID client price €23,400). These are co-developed products with Hublot generating licensing/royalty income.
3. Corporate and Group Events: Turnkey and white-label event services for automotive manufacturers, corporate clients, and private groups. Includes track rental, vehicle preparation, driving instruction, and logistics coordination.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Lapland Ice Driving sells multi-day premium ice driving experiences on the frozen Lake Uddjaur in Swedish Lapland, where customers drive a fleet of 30 supercars (Ferrari, Porsche, Lamborghini, Alpine, BMW) on 13 purpose-built ice tracks including five full-scale Formula 1 circuit replicas. Packages bundle professional coaching, full concierge/travel logistics, and optional Nordic activities (snowmobiling, dog sledding, Northern Lights), with tiered offerings from Pack Découverte (€4,950) to Pack Race Drivers (€17,040+), supplemented by corporate events and Hublot co-branded watch licensing.

Product overview

Lapland Ice Driving offers premium ice driving experiences at the world's largest driving centre in Swedish Lapland (Arjeplog). The core product is an immersive driving experience on 13 tracks including 5 full-scale Formula 1 circuits (Paul Ricard, Nürburgring, Silverstone, Sepang, Yas Marina) reproduced at 1:1 scale on frozen Lake Uddjaur. The portfolio includes multiple program tiers (Performance, Intensive, Exclusive, Made-to-Measure) and packaged offerings (Découverte, Elle & Lui, Complices, Amicalement Votre, Race Drivers, Groupe), with up to 8 hours of daily driving. A fleet of 30 specially prepared supercars (Porsche, Ferrari, Lamborghini, Alpine, BMW) is available, supplemented by Nordic activities, corporate event services, and luxury watch collaborations with Hublot. Coaching is provided by professional instructors from top racing championships.

Differentiator

Problem solved

Functional benefit

Products and services

• Ice Driving Experiences Multi-day premium ice driving programs on the frozen Lake Uddjaur, including access to 13 tracks (5 of which are full-scale Formula 1 circuit replicas), up to 8 hours of daily driving, professional coaching, insurance, and concierge. Packaged in tiered formats from Pack Découverte (€4,950) to Pack Race Drivers (€17,040+) and targeted at ultra-high-net-worth automotive enthusiasts and groups.
• Custom/Made-to-Measure Programs (Sur-mesure) Fully bespoke ice driving experiences allowing clients to choose driving programs, vehicle selection, Nordic activities, and travel logistics, with pricing determined through an individualized quote via website form or phone.
• Nordic Activities Arctic activities offered alongside ice driving programs, including snowmobile tours, dog-sled trips, Arctic Circle road trips, spa and wellness experiences, skiing/snowboarding, helicopter tours, snowshoeing, ice fishing, and reindeer farm visits.
• Corporate and Group Events Turnkey and white-label event services for automotive manufacturers, corporate clients, and private groups, including track rental, vehicle preparation, driving instruction, full logistics coordination, private meeting rooms, traditional Lappish dinners, and film souvenirs. Clients have included Alpine, Castrol, and Porsche owner groups.
• Hublot Big Bang Unico LID Limited Edition Watch Co-branded limited edition luxury watch produced under license in collaboration with Hublot, combining Swiss watchmaking with the LID brand and ice driving spirit.
• Hublot Classic Fusion LID Limited Edition Watch Co-branded luxury watch produced under license with Hublot, originally launched in 2022 as part of the long-standing Hublot x LID partnership.

Quantifiable outcome

• 70% of participants return every year
• +2 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core, minor and flagship.

• CastrolcoreGTM or Marketing Partner · 1 February 2023Castrol collaborated with Alpine F1 Team and Solberg teams for the Castrol EDGE Challenge on ice filming campaign. Drivers Esteban Ocon, Pierre Gasly, Petter & Oliver Solberg undertook challenges on LID's tracks with Alpine A110 and DS3 WRX. A promotional film series was produced for Castrol channels and hospitality use. LID's facilities accommodated ~25-person crew at -30°C.
• Alpine CarscoreStrategic or Co-development Partner · 10 December 2022Partnership announced December 2022 aimed at creating the Alpine Lapland Ice Driving experience. Five Alpine A110 joined the fleet starting January 7, 2023. The Alpine development team had previously tested on LID tracks in 2017, revealing extraordinary potential. Partnership includes joint events with Alpine F1 Team drivers Pierre Gasly and Esteban Ocon.
• OakleyminorGTM or Marketing Partner · 5 December 2022Eyewear brand partnership. Oakley is known for performance-oriented products and has partnered with LID to provide eyewear solutions for participants.
• HublotflagshipOEM/ Whitelabel/ Licensing Partner · 19 September 2022Long-standing luxury watch brand partnership. Two limited-edition co-branded watches created: Classic Fusion LID (45mm titanium, HUB1143 movement, €17,200) launched September 2022, and Big Bang Unico LID (titanium case, white ceramic bezel, skeleton dial, €26,200 public / €23,400 for LID clients) launched December 2025 for the 20th anniversary with only 10 pieces. Partnership has lasted more than 5 years.
• Arctic ChallengeminorStrategic or Co-development Partner · 1 January 2022Partnership since 2022 with the Arctic Challenge event, which involves school students building and driving electric vehicles to reach Lapland in an ecological way. LID hosts the event on its premises, offering participants access to all circuits, promoting sustainable technologies and inspiring youth innovation.
• Planète UrgencecoreStrategic or Co-development Partner · 1 January 2008Environmental partnership since 2008 for reforestation and ecosystem preservation. The LID Forest (TAPIA project) in Madagascar's Itasy region aims to plant at least 10,000 trees per year. As of 2025: 671,151 trees planted across 553 hectares, 3,435 hectares under protection, over 3 million trees planted since project inception, 42 nursery workers and 1,846 tree planters trained, 30 people started new income-generating activities, and nearly 4,000 children reached through 48 trained teachers.
• DevialetminorOthersPremium audio brand listed among LID partners.
• GossetminorOthersChampagne Gosset supplies the private evening cocktail at LID's lounge. Listed as a partner alongside Louis Jadot for wine.
• Louis JadotminorOthersWine partner contributing to the private evening cocktail experience.
• Hotel Château RoseminorOthersListed as a partner on the website's partner page.
• Silverhattan HotelcoreOthersThe primary 4-star accommodation partner for LID guests, located less than 10 minutes from the circuits. Offers superior rooms renovated to latest standards, restaurant, bar, fitness suite, sauna, and jacuzzi. Provides spa treatments on request.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Ferrari Corso Pilota: Ferrari's official driver training program with on-track and seasonal winter programs. Uses the same Ferrari 488 Challenge and F8 Tributo vehicles as LID's fleet and competes for Ferrari-owner customer mindshare.
• Circuit Paul Ricard (driving experiences): Operator of the Paul Ricard F1 circuit in France, where LID's flagship ice track is replicated. Offers driving experiences on the real dry tarmac circuit and represents an adjacent/seasonal alternative for the same motorsport enthusiast customer.
• Trophée Andros: The leading ice racing championship in France featuring professional racing on frozen circuits with supercars. While a competitive series rather than an experience product, it shares the ice driving audience and venues, and represents a complementary spectator/sponsorship touchpoint.

Direct peers

• Audi Driving Experience Ice: Audi's factory ice driving school in Scandinavia featuring quattro-equipped models on ice circuits. Competes for the same premium driving enthusiast segment with structured multi-day programs.
• Bentley Power on Ice: Bentley's annual ice driving program in Lapland/Arjeplog featuring Continental GTs on ice circuits. Targets the same ultra-premium British luxury automotive enthusiast customer with multi-day Arctic experiences.
• BMW Driving Experience Ice: BMW's official ice training program operated in Arjeplog with M-series vehicles. Direct competitor using the same lake systems and customer demographic as LID's entry-level and BMW M2/M240i packages.
• Porsche Ice Experience: Porsche's factory-run ice driving program operated in the same Arjeplog/Finland region, using Porsche 911 variants on prepared ice tracks. Direct competitor for ice driving enthusiasts and a captive alternative to LID's Porsche fleet slots.
• Mercedes-Benz Ice Training: Mercedes-AMG's official ice and snow driving program in Scandinavia with AMG models. Competes for the same enthusiast segment as LID's premium packages and benefits from the same OEM-driven marketing budgets.
• Lamborghini Accademia Neve: Lamborghini's official winter driving academy that brings Huracán and other V10/V12 models onto ice and snow. Competes for the same UHNW Lamborghini driving enthusiast that LID addresses with its Pack Amicalement Votre.

Emerging players

• Bugatti Ice Driving Program: Selective ice driving experiences for Chiron owners in Scandinavia. Operates at a higher price point and smaller scale than LID, but targets the same ultra-HNW clientele interested in extreme ice motoring.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@lapland_ice_driving
• Facebookfacebook.com/LaplandIceDriving
• LinkedInlinkedin.com/company/lapland-ice-driving
• Instagraminstagram.com/lapland_ice_driving
• TikToktiktok.com/@lapland_ice_driving

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lapland Ice Driving