Mercedes-Benz Driving Events

What Mercedes-Benz Driving Events does

Mercedes-Benz Driving Events (MBDE), legally operated by BKP GmbH and headquartered in Unterföhring, Germany, is the official 30+ year driving experience and training program of Mercedes-Benz AG. The company delivers a seasonal portfolio across nine locations in Germany (Groß Dölln, Hockenheimring, Leipheim, Nürburgring, Sachsenring, Schlüsselfeld, Sylt), Austria (Saalfelden), and Sweden (Sorsele), split between summer events (April–November) and winter events (January–March). The product mix is structured along three axes — Sport, Safety, and Community — and ranges from a €310 Compact Training half-day session to a €8,190 Individual Coaching Winter Sweden program, supplemented by gift vouchers (€50–€5,000, 3-year validity) and bespoke corporate events.

Underlying assets include the Mercedes-Benz vehicle fleet spanning compact to luxury and electric models (including the G 580 with EQ Technology), Bridgestone as official tire partner, and proprietary physical infrastructure: Hermann Tilke-designed 20+ km of ice tracks in Sweden, a 120,000 m² ice arena in Saalfelden, and Europe's largest integrated driving safety center with race track at Groß Dölln. Instruction is delivered by a 200+ person team of motorsport-experienced trainers. Distribution runs through direct online booking, a B2B dealer registration portal feeding the Mercedes-Benz dealer network, and the She's Mercedes sub-brand ecosystem for female drivers.

The revenue model is event-based, one-time payment per participant, with prices scaling by duration and intensity (half-day to multi-day programs). Customer segments include performance enthusiasts, safety-focused drivers, professional drivers (Berufsfahrer), lifestyle and family cohorts, and enterprise clients served through Mercedes-Benz dealers. The company holds TISAX information security certification and is not publicly listed. Revenue and ownership details between BKP GmbH and Mercedes-Benz AG are not publicly disclosed.

Name

Mercedes-Benz Driving Events

Legal name

Mercedes-Benz Driving Events c/o BKP GmbH

Website

https://mercedes-benz-driving-events.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Mercedes-Benz Driving Events, operated by BKP GmbH, is the official 30+ year Mercedes-Benz driving experience program, offering Sport, Safety, and Community training events across nine locations in Germany, Austria, and Sweden for consumers, professional drivers, and corporate clients.

Ownership category

akta.pro rank

Product category

Driving Training Services

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

akta.pro secondary industries

Motorsports & Racing Experiences (THAJAFAF), Off-Road & Motorsports Adventures (ATV/UTV, Dirt Bike, Dune Buggy) (THAJABAI)

Keywords

• Driving training experiences
• Automotive safety training
• Motorsport track training
• Winter ice driving
• Professional driver certification

Headquarters

HQ city

Germany (Multiple Locations)

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Driving Training Events: One-time fees for scheduled training events including Sport Trainings, Safety Trainings, and Community Events. Prices range from €310 (Compact Training half-day) to €8,190 (Individual Coaching Winter Sweden). Revenue recognized per participant per event.
2. Gift Vouchers: Pre-paid vouchers available in denominations from €50 to €5,000, valid for 3 years. Recipients can book any available training with the voucher value applied.
3. Customized Corporate Events: Bespoke driving experiences tailored to corporate client specifications, including exclusive vehicle selection, personalized coaching, and custom formats.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Mercedes-Benz Driving Events sells scheduled driving training experiences and brand experiences using Mercedes-Benz vehicles at nine locations across Germany, Austria, and Sweden. Offerings span summer racetrack and safety programs (April–November) and winter ice-driving programs (January–March), with progressive tiers from Compact Training (€310, half-day) up to Individual Coaching Winter Sweden (€8,190). The company also sells gift vouchers and bespoke corporate driving experiences through its website and a B2B dealer portal.

Product overview

Mercedes-Benz Driving Events is a driving experience and training company offering seasonal programs across Germany, Austria, and Sweden. The portfolio comprises two main seasonal categories: Summer Events (April-November, Germany) and Winter Events (January-March, Austria/Sweden), each offering three training formats (Sport, Safety, and Community). The Sport Trainings include track experiences (Nordschleife Experience, Race Track Training, Race Track Pro Training, Race Track Individual Coaching, Individual Coaching, After Work Drift), while Safety Trainings encompass progressive levels from Compact Training through Basic, Advanced, and Perfection Training, plus specialized professional driver programs (Berufsfahrer Safety, EQ, and Personal Coaching). Community offerings include She’s Mercedes Female Driving Retreat, Romantic Drive, Family Next Generation, Ski & Drive, and Golf & Drive events. The company also offers vouchers, customized events, and a training configurator tool. Additional offerings include Mercedes-Benz Track Drive and Young Driver programs.

Differentiator

Problem solved

Functional benefit

Brands

• She's Mercedes: A global Mercedes-Benz initiative that aims to inspire, network and enable women to share their experiences through exclusive driving events.

Products and services

• Summer Events

Quantifiable outcome

• Improved driver safety skills and confidence in emergency situations through professional instruction
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• BridgestonecoreStrategic or Co-development PartnerOfficial tire partner providing high-performance tires for Mercedes-Benz Driving Events fleet. Bridgestone equips vehicles for optimal performance across all training disciplines including track, safety, and winter ice events. Partnership featured on official partner section of website.
• She's Mercedes (Mercedes-Benz Global Initiative)coreStrategic or Co-development PartnerGlobal Mercedes-Benz initiative focused on inspiring, connecting, and enabling women to share experiences. MBDE hosts exclusive She's Mercedes driving retreats including Saalfelden, Sweden, and Hockenheimring events combining safety training with networking and lifestyle experiences.

Scale indicators3 records

Recent moves2 records

Expansion highlights6 records

Direct peers

• Porsche Experience Center: Porsche operates purpose-built Experience Centers in Leipzig, Atlanta, Los Angeles, and Shanghai offering track driving, ice experiences, and coaching. Direct competitor in the premium OEM driving experience category, with similar focus on track training, vehicle dynamics, and brand immersion.
• Volkswagen Driving Experience: Volkswagen Group's driving experience program across its brands (VW, Audi, Seat, Cupra) offering track and safety training. Sibling-brand competitor within the broader VW Group ecosystem with overlapping event-based training models.
• McLaren Track Days & Experience: McLaren's official track day and driving experience programs offer high-performance sports car training at circuits across Europe and North America. Direct competitor targeting enthusiast and high-net-worth customers with premium supercar access.
• Audi Driving Experience: Audi's official driving training program offering quattro experience, track training, and winter driving events across European locations including Austria and Scandinavia. Direct competitor providing similar sport, safety, and off-road training formats with Audi brand authorization.
• BMW Driving Experience: BMW's official driving training and experience program offering track days, safety training, and motorsport experiences globally. Direct competitor to MBDE with virtually identical format — sport training, safety training, and seasonal events — differentiated only by BMW brand access and vehicle fleet.
• Ferrari Corso Pilota: Ferrari's official track driving school and Corso Pilota program offers multi-level driver training including ice driving at exclusive facilities. Direct premium-OEM peer with similar experiential luxury positioning, instructor-led track and ice formats, and tiered certification structure.
• Aston Martin Driving Experiences: Aston Martin's official driving experience program including track days, ice driving in Austria/Sweden, and high-performance coaching. Direct premium-OEM peer with overlapping track/ice training formats targeting similar affluent enthusiast customer base.
• Lamborghini Accademia: Lamborghini's premium driving experience program featuring track driving, ice driving in Sweden, and high-performance coaching with Huracán and Revuelto models. Closest premium-experience direct competitor in the ultra-premium segment.

Regional players

• ADAC Fahrsicherheitstraining: Germany's largest automotive club (ADAC) operates extensive driver safety training programs at multiple German locations including Groß Dölln. Comparable to MBDE's safety training segment but focuses on mass-market safety education rather than premium brand experiences.

Emerging players

• Ford Driving Skills for Life: Ford's global driver safety education program offering free training for new drivers and at-risk demographics. Comparable to MBDE's safety training segment but focused on mass-market road safety rather than premium experiences — adjacent rather than directly competing.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bkp_driving
• YouTubeyoutube.com/@mercedesbenzdrivingevents
• Facebookfacebook.com/mercedesbenzdeutschland
• LinkedInlinkedin.com/company/mercedes-benz-driving-events
• Instagraminstagram.com/bkp_driving_events

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Mercedes-Benz Driving Events