Mercedes-Benz World Conferences, Meetings and Events

What Mercedes-Benz World Conferences, Meetings and Events does

Mercedes-Benz World is a visitor attraction and corporate event venue operated as a trading name of Mercedes-Benz UK Limited, a wholly-owned subsidiary of Mercedes-Benz Group AG. Located at the historic Brooklands motorsport site in Weybridge, Surrey, the venue offers free entry to three floors of automotive exhibitions alongside paid premium experiences. The core offering centres on hands-on driving programmes using the parent group's vehicle fleet: Mercedes-AMG performance vehicles on a 2.5km handling circuit, G-Class 4x4s on a 10-acre off-road course, all-electric EQ models on low-friction dynamic areas, and dual-controlled young driver training for non-licensed participants. Complementing the driving programmes is a simulator stack (14 GT-style simulators powered by Assetto Corsa plus The Grid F1 simulator running EA SPORTS F1 25: 2026 Season Pack), family attractions (FastTrax slot car racing, Little Learners for ages 3-5, an 88-seat cinema with F1 race screenings), guided classic car tours, and on-site food and beverage (Recharge Cafe, The Bistro) and retail (The Shop).

The business operates on a multi-stream revenue model anchored in per-person unit pricing for consumer experiences (£3-£695 per person) and Day Delegate Rate packages from £70+VAT for corporate bookings, with summer promotional pricing at £50+VAT. Distribution combines direct online and phone bookings, on-site box office, a dedicated corporate events sales team, and a channel partnership with the adjacent Brooklands Hotel for bundled overnight stay packages from £219 per person. Customers span individual families and car enthusiasts (primary), corporate enterprises such as Sony, CapGemini, and Nestle (primary), school and educational groups, and G-Class owners. The venue is supported by strategic partnerships with Continental Tyres (vehicle supply and ESG alignment) and EA Sports/Assetto Corsa (simulation software).

The company is privately held within the Mercedes-Benz Group AG corporate structure, with no external funding, and operates a lean team of 34 employees. Revenue is not publicly disclosed; based on headcount, venue scale, and pricing breadth, annual turnover is estimated in the £10-25M range, driven by a diversified mix of consumer experiences and corporate events with low customer concentration risk.

Name

Mercedes-Benz World Conferences, Meetings and Events

Legal name

Mercedes-Benz UK Limited

Website

https://mercedes-benzworld.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Mercedes-Benz World operates a free-entry visitor attraction and corporate event venue at Brooklands, Surrey, offering Mercedes-AMG track experiences, G-Class off-road driving, F1 simulators, family attractions, and conferencing under one roof, serving individual consumers and enterprise clients as a subsidiary of Mercedes-Benz Group AG.

Ownership category

akta.pro rank

Product category

Visitor Attraction and Event Venue

NAICS

Amusement and Theme Parks (71311), Scenic and Sightseeing Transportation, Other (4879)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

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

Keywords

• Driving experience centre
• Corporate event venue
• Conference and meeting services
• Automotive brand experience
• Team building activities

Headquarters

HQ city

Weybridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Driving Experiences: Core revenue stream from paid driving experiences ranging from 30-minute sessions to half-day programmes. Includes AMG track experiences, 4x4 off-road experiences, electric vehicle experiences, and young driver programmes. Prices range from £110 to £695 per person.
2. Corporate Events and Conferencing: Revenue from hosting corporate conferences, meetings, evening events, Christmas parties, and team building activities. Includes Day Delegate Rate packages starting from £70+VAT per person and exclusive hire options.
3. Food and Beverage: On-site catering through Recharge Cafe (ground floor, 9.30am-5pm) and The Bistro (second floor, weekends and school holidays 10.30am-2.45pm). Also provides corporate catering services.
4. Retail Merchandise: The Shop sells official Mercedes-Benz merchandise including 2026 F1 team wear, fragrances, and gifts.
5. On-Site Attractions: Paid attractions including Simulator Zone (£6-£20), The Grid F1 simulator (£15), FastTrax slot car racing (£3), Little Learners (£7), Classic Cars Tours (£4), and Cinema screenings (FREE).
6. Overnight Stay Packages: Partnership packages with Brooklands Hotel offering driving experience combined with accommodation, starting from £219 per person.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Mercedes-Benz World is a visitor attraction and corporate events venue at Brooklands, Surrey that sells paid driving experiences in Mercedes-AMG, electric, and G-Class vehicles on purpose-built handling circuits and off-road courses. It also operates paid simulator-based attractions, family activities, on-site dining, retail merchandise, and dedicated corporate conference, meeting, and team-building services. Free entry to exhibitions and parking support a high-conversion upsell model across both consumer and corporate audiences.

Product overview

Mercedes-Benz World is a visitor attraction and event venue at Brooklands, Surrey offering a portfolio of driving experiences, family attractions, and corporate event services. The core product includes track driving experiences (Mercedes-AMG performance vehicles on 2.5km handling circuits), off-road experiences (G-Class on 10-acre course), young driver programs for non-licence holders, and electric vehicle experiences. Attractions include the Simulator Zone, The Grid F1 simulators, FastTrax slot car racing, Little Learners for young children, cinema, and classic car exhibitions. Corporate services encompass conferences, meetings, evening events, team building activities, and catering. Food and beverage offerings include the Recharge Cafe and The Bistro restaurant. Overnight packages partner with the adjacent Brooklands Hotel. The venue also houses The Shop retail outlet. All services are tied together by the Mercedes-Benz brand heritage and Brooklands motorsport legacy.

Differentiator

Problem solved

Functional benefit

Products and services

• Track Experiences Performance driving experiences on the 2.5km handling circuits in Mercedes-AMG vehicles including the A35, A45s, C63 S e, E53 and GT models. Options range from 30-minute sessions to half-day programmes, priced from £110 to £695 per person, with optional in-car video recording (£30) and accident damage protection (£20).
• Electric Experiences All-electric driving experiences featuring Mercedes-Benz EQE 53 and other electric models on handling circuits with low friction surfaces and dynamic areas. Includes 30-minute (from £110) and 1-hour options and an All-Electric Passenger Ride at £45.
• Off-Road Experiences G-Class 4x4 driving on the 10-acre off-road course featuring steep inclines, water crossings and axle-twisting obstacles. Includes 4x4 G-Class 1 Hour (£175), Track + Off-Road 1 Hour (£230), Mercedes-Benz Young Driver 4x4 1 Hour (£120), and 4x4 G-Class Half Day (£450).
• Passenger Rides High-speed passenger experiences with professional drivers. Options include 4x4 G-Class Passenger Ride (£45, 15 minutes), Mercedes-AMG All-Electric Passenger Ride (£45), Mercedes-AMG Passenger Ride (£50, 15 minutes), and Mercedes-AMG Ultimate Passenger Ride (£70).
• Mercedes-Benz Young Driver Driving experiences for non-licence holders aged 1.5m and above on a purpose-built driving facility with dual-controlled vehicles. Includes 30-minute and 1-hour options plus Young Driver + 4x4 1 Hour combinations, with up to two complimentary passengers allowed.
• The Grid (F1 Simulator) Bespoke F1 simulator experience powered by EA SPORTS F1 25: 2026 Season Pack where guests race side-by-side against friends or family. Priced at £15 per person.
• Simulator Zone Racing simulator area with 14 GT-style simulators powered by Assetto Corsa (£10 per person, 10-minute sessions) and Junior Racers for ages 3-10 (£6 per person) with real-time digital leaderboards for daily and monthly standings.
• FastTrax Slot car racing experience on an indoor track for all ages, featuring qualifying and 10-lap races. Priced at £3 per person.
• Little Learners Electric ride-on car experience for children aged 3-5 years on a purpose-built indoor track. Priced at £7 per child for a 15-minute session including 10 minutes of driving time.
• Classic Cars & Tours Guided tours of the building showcasing car history and heritage, plus the '140 Years of Innovation' exhibition featuring classic vehicles from the Mercedes-Benz Classic Centre in Germany including the 300 SL and SL65 Black Series. Tours priced at £4 per person, under 8s go free.
• Cinema & F1 Race Screenings Free cinema showing 'The World's Most Valuable' 20-minute film, plus F1 race screenings for the 2026 season including live broadcasts and highlights in an 88-seat auditorium.
• Weekend Displays Monthly Silver Arrows display showcasing pro drivers and vehicles, plus Heritage Display featuring classic cars on the handling track, held on the last weekend of every month.
• Corporate Daytime Events Conference and meeting packages including exclusive use of meeting rooms, a personal event manager, complimentary parking, digital signage, admission to exhibitions, refreshments and a working lunch. Day Delegate Rate starts from £70+VAT per person, with a summer corporate offer from £50+VAT per person.
• Corporate Evening Events Evening hire packages including canap\u00e9 receptions, barbecues, gala dinners and Christmas parties, with full venue exclusive hire available and licensing until 1am.
• Activities & Team Building Corporate team-building options including 4x4 driving, Simulator Zone challenges, The Grid F1 competitions and Brand Experience Tours, with corporate driving experiences from £30+VAT per person.
• Overnight Stay Packages Partnership packages with adjacent Brooklands Hotel combining driving experiences with accommodation in Deluxe rooms, a three-course meal at 1907 restaurant and breakfast. AMG 63 and Meal Stay from £219 per person (30-min experience) or £275 per person (60-min experience); 4x4 G-Wagon package from £230 per person (60-min 4x4 experience).
• Recharge Cafe Ground floor cafe serving fresh locally-sourced food, sandwiches, cakes, hot dishes and Fairtrade coffee. Open Monday to Sunday 9:30am–5pm.
• The Bistro Second-floor restaurant with track views serving brunch and lunch. Open weekends and school holidays 10:30am–2:45pm, with reservations available via The Fork booking widget.
• The Shop On-site merchandise store selling official Mercedes-Benz merchandise including 2026 F1 team wear, fragrances, gifts and souvenirs, with a 10% discount offered to corporate delegates.

Quantifiable outcome

• Free entry to exhibitions with paid premium experiences
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Heart of England ForestcoreStrategic or Co-development Partner · 1 January 2019Mercedes-Benz World has partnered with Heart of England Forest since 2019 to support their mission of creating and conserving native broadleaf woodland. The partnership includes tree dedication options for visitors. Heart of England Forest is working towards a 30,000-acre goal and is already the largest new native broadleaf woodland in England at 23% completion.
• Continental TyrescoreStrategic or Co-development PartnerContinental Tyres supplies tyres made from responsibly sourced materials for all vehicles in Mercedes-Benz World Driving Experiences. Continental is pursuing sustainability goals including using more than 40% renewable and recycled content in tyres by 2030 and becoming fully carbon-neutral by 2050.
• Brooklands HotelminorChannel Partner/ Reseller/ DistributorBrooklands Hotel, located a short walk from Mercedes-Benz World, offers overnight stay packages combined with driving experiences. Packages include accommodation in Deluxe rooms, driving experiences, three-course meals at 1907 restaurant, and breakfast. Prices start from £219 per person.
• EA SportscoreTechnology or IntegrationEA Sports provides the official F1 game software (F1 25: 2026 Season Pack) for The Grid F1 simulator experience at Mercedes-Benz World. The EA SPORTS F1 game is also used on Junior Racers simulators.
• Assetto CorsacoreTechnology or IntegrationAssetto Corsa racing simulation software powers the GT-style simulators in the Simulator Zone, providing realistic racing experiences with ever-changing tracks and real-time leaderboards.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Silverstone Museum: Silverstone hosts track experiences, motorsport events, and corporate hospitality at the iconic UK Formula 1 circuit, with associated museum operations. Comparable to Mercedes-Benz World on motorsport experiences and corporate event hosting in the UK market.
• Thorpe Park: Thorpe Park is a UK theme park offering paid attractions, family entertainment, and corporate event packages. Comparable to Mercedes-Benz World on UK-based visitor attraction model combining paid attractions with corporate event capability, though without motorsport experience focus.
• Bicester Heritage: Bicester Heritage is a UK automotive campus combining historic aircraft hangars, specialist automotive businesses, driving events, and corporate hospitality. Comparable to Mercedes-Benz World on UK heritage automotive venue, driving experiences, and corporate event hosting.

Direct peers

• Goodwood Motor Circuit: Goodwood operates driving experiences, track days, corporate hospitality, and motorsport events at its historic West Sussex circuit. Overlaps with Mercedes-Benz World on UK motorsport experiences, corporate events, and consumer track-day bookings.
• McLaren Experience Centre (Woking): McLaren's Woking facility offers brand experience tours and driving programmes using McLaren supercars. Comparable to Mercedes-Benz World as a UK-based OEM experience centre offering premium driving experiences and corporate events.
• Audi Driving Experience Centre (Neustadt): Audi operates a dedicated driving experience centre at Neuburg Castle in Germany offering track and off-road courses in Audi performance vehicles. Directly comparable as an OEM-operated motorsport experience venue targeting enthusiasts and corporate clients.
• BMW Welt: BMW's flagship brand delivery and experience centre in Munich combines vehicle handover, exhibitions, restaurants, and event spaces. Comparable to Mercedes-Benz World as a sister-brand OEM experience venue offering corporate events, F&B, retail, and brand immersion in a destination format.
• Porsche Experience Centre: Porsche operates brand experience centres (including at Silverstone, UK) offering hands-on driving experiences on handling circuits and off-road tracks, alongside corporate event and conferencing services. Directly comparable to Mercedes-Benz World as a premium OEM-operated motorsport experience and corporate venue with similar pricing tier and target audience.

Emerging players

• Williams F1 Simulator Experience (Brooklands): Williams Racing operates F1 simulator experiences at its Brooklands-adjacent facility using professional-grade simulators. Comparable to Mercedes-Benz World's The Grid F1 simulator and broader simulator experience proposition targeting motorsport fans and corporate events.

Broad incumbents

• Ferrari World Abu Dhabi: Ferrari's destination theme park offers Ferrari-branded driving experiences, simulators, and family attractions under one roof. Comparable to Mercedes-Benz World as an OEM-brand-led destination combining paid driving experiences, simulators, and family entertainment.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mercedes-benz-world-events

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 World Conferences, Meetings and Events