What SUPERCAR EXPERIENCE GROUP LIMITED does

Supercar Experience Group Limited, trading as Supercar Experience Scotland, is a privately held UK experiential leisure operator that sells consumer driving experiences on two exclusive Scottish circuits: Crail Raceway in Fife (operational since 2010, a former RAF base reconfigured as a 6-corner track) and East Fortune Circuit in East Lothian near Edinburgh (operational since 2020, a 12-corner layout on a historic airfield). The company offers tiered one-to-six-car driving packages across brands including Ferrari, Lamborghini, McLaren, Aston Martin, Audi, Porsche, BMW, Nissan GTR, and Ariel Atom, delivered by ARDS/MSA-licensed instructors. Pricing ranges from £62 for a single-car drive to £313 for a five-car Ultimate package, with add-on modules including Collision Damage Waiver (£25–£45), Double Distance (£30), Photo Package (£40), BMW M3 Drift Laps (£59), Atom Vs Atom (£39), and Booking Amendment Cover (£10).

The business model is predominantly direct-to-consumer through the company's e-commerce website (24/7 booking) and a Scotland-based call centre, supplemented by third-party gift voucher distribution through Buyagift Ltd, Virgin Experiences, and a mutual voucher-exchange arrangement with experiencegiftscotland.com. Gift vouchers are sold in open denominations of £50, £100, £150, and £200, redeemable against the experience catalogue with a 12-month validity. Operations are seasonal (March–October). The company claims over 40 years of cumulative industry experience among its team. The registered office is in Hammerwich, Staffordshire, England (company number 12394937), with operational sites at the two Scottish circuits. No ownership, funding, or financial information is publicly disclosed.

The product technology layer is limited to an e-commerce booking platform, a call-centre sales operation, on-site photography delivered by partner Amberspeed Media Limited, and in-car monitoring systems used during track sessions. No proprietary software, platform technology, APIs, or AI/ML capabilities are disclosed as core products. Customer segments span individual enthusiast drivers aged 17+, junior drivers aged 12–16, gift buyers, and spectator/non-driver participants purchasing passenger hot laps.

Name

SUPERCAR EXPERIENCE GROUP LIMITED

Legal name

Supercar Experience Group Limited

Website

https://supercarexperiencescotland.com

Company type

Private

Operating status

Operating

Short description

Supercar Experience Group Limited, trading as Supercar Experience Scotland, operates paid consumer supercar driving experiences at two exclusive Scottish circuits (Crail Raceway and East Fortune) using Ferrari, Lamborghini, McLaren, Aston Martin, and other performance vehicles, selling direct via its own website and through gift voucher resellers.

Ownership category

akta.pro rank

Product category

Experiential Entertainment and Driving Experiences

akta.pro primary industry

Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Supercar driving experiences
• Track day experiences
• Experience gift vouchers
• Passenger ride experiences
• Junior driving experiences

Headquarters

HQ city

Hammerwich, Staffs

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Driving Experience Packages: Revenue generated from selling per-person driving experience packages ranging from 1-car to 6-car drives. Customers select the number of supercars to drive at one of two Scottish venues (East Fortune or Crail Raceway). Packages are sold as either direct bookings or gift vouchers. Additional revenue is earned through optional add-ons (Collision Damage Waiver, Double Distance, Photo Package, BMW M3 Drift Laps, Atom Vs Atom, Booking Amendment Cover).
2. Collision Damage Waiver (CDW): Optional add-on insurance product sold at the point of booking or on the day. Covers the participant against the first £5,000 + VAT of damage to vehicles. Pricing tiers: £25 for 1-2 cars, £35 for 3-4 cars, £45 for 5-6 cars.
3. Passenger Hot Lap Experiences: Revenue from spectator and non-driver participants who ride alongside professional instructors in supercars. Sold as add-on laps or standalone passenger ride packages.
4. Photo Download Package: Professional photography and in-car filming sold as an add-on (£40). Captured by Amberspeed Media Limited on the day.
5. BMW M3 Drift Laps: High-speed passenger drift experience in BMW M3 with professional driver. Sold as an add-on (£59) for up to three passengers.
6. Atom Vs Atom Showdown: Spectator experience where two Ariel Atom 4s race head-to-head with professional drivers. Sold as an add-on (£39).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Supercar Experience Group Limited, trading as Supercar Experience Scotland, operates tiered supercar driving experiences and passenger laps at two exclusive Scottish circuits — Crail Raceway (Fife) and East Fortune Circuit (East Lothian). Customers can drive iconic supercars including Ferrari, Lamborghini, McLaren, Aston Martin, Porsche, Audi, Nissan GTR, BMW, and Ariel Atom, accompanied by ARDS/MSA-licensed instructors, with optional gift vouchers, junior packages, and add-ons such as drift laps, photography, and damage waiver.

Product overview

Supercar Experience Scotland, trading as Supercar Experience Group Limited, operates a supercar driving experience platform offering participants the opportunity to drive iconic supercars including Ferrari, Lamborghini, McLaren, Aston Martin, Audi, Porsche, Nissan, BMW, Jaguar, Ford Mustang, and Ariel at exclusive Scottish venues (East Fortune Circuit and Crail Raceway). The core product consists of tiered driving experience packages ranging from single-car drives to six-car marathons, with Ultimate packages adding demonstration laps, Atom hotlaps, booking amendment cover, and collision damage waiver. The portfolio also includes passenger hot laps, junior driving experiences (ages 12-16), and gift vouchers. Add-on modules such as BMW M3 Drift Laps, Atom Vs Atom racing, photo packages, collision damage waivers, and double-distance upgrades allow participants to customize their experience. Experiences are conducted with ARDS/MSA-licensed instructors, and participants receive safety briefings and in-car coaching throughout their session.

Differentiator

Problem solved

Functional benefit

Products and services

• One Car Supercar Drive Single-car supercar driving experience offering three laps at Crail Raceway or East Fortune, with the participant's choice of supercar and professional in-car coaching. Available in Standard (£62, RRP £69) and Ultimate (£101, RRP £119) tiers, the latter adding free Atom Hotlap, Booking Amendment Cover, and Collision Damage Waiver.
• Two Car Supercar Drive Driving experience offering three laps in two different supercars, allowing participants to compare vehicle performance. Standard tier £84 (RRP £99); Ultimate tier £143 (RRP £169) including free Atom Hotlap and waivers.
• Three Car Supercar Drive Mid-tier package providing three laps across three different supercars, approximately 2.5 hours at the venue. Standard £103 (RRP £129); Ultimate £211 (RRP £249) including free Atom Hotlap and waivers.
• Four Car Supercar Drive Multi-car experience offering three laps in four different supercars. Standard £135 (RRP £159); Ultimate £262 (RRP £309) including free Atom Hotlap and waivers.
• Five Car Supercar Drive Extended driving package offering three laps in five different supercars. Standard £170 (RRP £189); Ultimate £313 (RRP £369) including free Atom Hotlap and waivers.
• Six Car Supercar Drive Top-tier standard adult package enabling participants to drive six different supercars, three laps each, for maximum variety and track time. Price £259.
• Supercar Passenger Hot Lap Rides Passenger rides alongside professional ARDS/MSA-licensed drivers in one to five supercars, three laps per car. Pricing: one car £49, two car £79, three car £109, four car £139, five car £169.
• Junior One Car Supercar Drive Single-car driving experience for teenagers aged 12 to 16 with in-car coaching and adult supervision. Standard £69; Ultimate £119 including free Atom Hotlap, Booking Amendment Cover, and Collision Damage Waiver.
• Junior Two Car Supercar Drive Two-car driving package for ages 12-16 with professional safety briefing and in-car coaching. Standard £99; Ultimate tier includes two Atom Hotlaps, Collision Damage Waiver, and Booking Amendment Cover.
• Junior Three Car Supercar Drive Three-car driving experience for teenagers aged 12-16 with professional in-car coaching and supervision. Price £129.
• Junior Four Car Supercar Drive Four-car junior driving experience for teenagers aged 12-16 with professional in-car instruction. Price £159.
• Junior Five Car Supercar Drive Maximum junior driving experience covering five different supercars for teenagers aged 12-16 with professional supervision. Price £189.
• Open-Value Gift Vouchers Open-value gift vouchers in denominations of £50, £100, £150, and £200, redeemable against any driving experience. Standard validity 12 months, extendable by 6 months (£30 admin) or 12 months (£50). Vouchers transferable to another person free of charge.
• Collision Damage Waiver Standalone insurance waiver add-on that reduces participant liability from the £5,000 + VAT damage excess to zero. Pricing tiers: 1-2 cars £25, 3-4 cars £35, 5-6 cars £45. Available at point of booking or on the day.
• Booking Amendment Cover Allows participants to change any aspect of their booking — name, date, or time — once for free up to and including changes on the day. Available on experiences up to £299. Price £10 at time of booking or within 7 days of purchase.
• Double Distance Add-On Doubles the standard three laps per chosen supercar to six laps. Price £30.
• Photo Download Package Professional photography and in-car filming captured on-site by Amberspeed Media Limited during the driving experience, delivered as a digital download. Price £40.
• BMW M3 Drift Laps Two high-speed sideways passenger drift laps in a BMW M3 V8 driven by professional instructors, accommodating up to three passengers. Price £59.
• Atom Vs Atom Showdown Spectator experience where two Ariel Atom 4s race head-to-head with professional drivers. Price £39.
• East Fortune Circuit Venue Experience Driving experience venue at the historic East Fortune Airfield (founded 1915), located in East Lothian near Edinburgh. Features 12 corners on open, safe circuits suitable for all abilities. Supercar Experience Scotland is the sole operator of supercar experiences at this venue.
• Crail Raceway Venue Experience Driving experience venue at Crail Raceway in Fife, Scotland, established on former RAF runways featuring three long intersecting runways forming a 6-corner circuit for fast, flowing laps. Supercar Experience Scotland is the only provider of supercar experiences at this venue.

Quantifiable outcome

• Up to 20% discount available on standard packages (e.g., Three Car Drive from RRP £129 to £103)
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Buyagift LtdminorChannel Partner/ Reseller/ DistributorBuyagift Ltd is a third-party gift experience reseller. Supercar Experience Scotland vouchers are sold through Buyagift Ltd's platform alongside many other experience categories. Purchasers buying through Buyagift are subject to Buyagift's own refund and booking terms.
• Virgin Experiences / Virgin LtdminorChannel Partner/ Reseller/ DistributorVirgin Experiences resells Supercar Experience Scotland gift vouchers as part of its curated range of premium experience gifts. Purchasers through Virgin are subject to Virgin's own terms and refund conditions, separate from Supercar Experience Scotland.
• experiencegiftscotland.comminorChannel Partner/ Reseller/ DistributorGift vouchers from Supercar Experience Scotland can be exchanged at face value on experiencegiftscotland.com for alternative products, providing voucher holders with additional flexibility and extending the reach of the voucher programme.
• Amberspeed Media LimitedminorImplementation/ SI/ Consulting PartnerAmberspeed Media Limited provides on-site professional photography and in-car filming services for Supercar Experience Scotland events. Photos are offered to customers as a paid add-on (£40).
• Ingliston Driving EventscoreStrategic or Co-development PartnerIngliston Driving Events appears to be a related or parent operational entity referenced in the Terms and Conditions regarding intellectual property and copyright ('No part of this site may be reproduced or transmitted in any form... Application for permission for other use of copyright material shall be made Ingliston driving Events'). The company also references 'Ingliston Circuit' in find-us directions, suggesting Ingliston is the parent or affiliated track operator for the East Fortune venue.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Others

• Virgin Experience Days: UK experience gift reseller and a distribution partner for Supercar Experience Scotland. Aggregates competing supercar and driving experiences, making it both a channel and a competitive surface.
• Buyagift: UK experience gift aggregator that resells Supercar Experience Scotland vouchers alongside dozens of competitors. Critical distribution partner and a structural proxy for the broader competitive landscape the company faces for voucher-led demand.

Direct peers

• Trackdays: UK's largest track-day booking platform, offering supercar and sports car driving experiences at circuits across the country. Directly comparable product offering (multi-car drive packages, gift vouchers, ARDS-licensed instruction) and overlapping target customer (enthusiasts and gift buyers).
• Driven Experiences (Ultimate Driving Days): Aggregator and operator of UK supercar experiences bundling multiple venues and brands under one voucher. Competes for the same gift-voucher-driven consumer demand with a national footprint.
• Car Chase Heroes: UK supercar driving experience provider offering passenger and driving experiences in exotic cars across multiple circuits. Comparable customer base, gift voucher sales, and exotic fleet composition.
• Brooklands Experience: Historic UK motorsport venue operating supercar driving experiences and corporate events. Comparable track-based driving experience product, ARDS instruction, and tiered package pricing.
• Everyman Racing: UK supercar experience operator running multi-car driving packages at UK circuits. Closely matched product catalogue (1–6 car experiences, passenger rides, junior drives) and gift voucher-led GTM make it a direct competitor.

Broad incumbents

• Porsche Experience Centre: OEM-backed driving experience centre offering Porsche-only track experiences at Silverstone. Overlapping target customer and experience model, but single-brand and backed by a global manufacturer.
• Jaguar Land Rover Driving Experience: OEM-operated off-road and on-road driving experiences at multiple UK venues. Same instructor-led track experience category, but manufacturer-owned and brand-restricted.

Regional players

• Bovingdon Airfield (Heritage Motor Centre): Other regional airfield-based supercar experience operator in England offering track driving days with exotic fleets. Comparable venue format (former RAF site), but operates in a different UK geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/SupercarExperienceScotland

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 SUPERCAR EXPERIENCE GROUP LIMITED