Drivestonia - The driving event you've been waiting for

What Drivestonia - The driving event you've been waiting for does

Drivestonia, operated by Estonian private limited company M1 OÜ, organizes non-competitive rally-style driving events for car enthusiasts on closed Estonian b-roads. The flagship product, the Epilogue grand finale, is sold via the company's e-commerce website at 450 EUR (incl. VAT) per ticket and includes a multi-stage driving experience with detailed road books, professional safety marshals positioned roughly every 300 meters, and a paired dinner at Ööbiku Gastronomy Farm. Participants drive road-legal cars at one-minute intervals across seven vehicle classes spanning hypercars, performance sedans, rally heritage, American muscle, super-SUVs, youngtimers, and classics.

The business model is direct-to-consumer event participation: one-time fees for an annual experience with no recurring subscriptions or multi-event bundles disclosed. Go-to-market relies on the official website, press accreditation, and Visit Estonia marketing support; the 2026 season was sold out, with 2027 information forthcoming. The operation is led by Margus Murakas, a 5-time Estonian Rally Champion, and has received EU co-funding of 223,187.78 EUR for the 2025-2028 project period with the explicit goal of attracting 1,000+ international visitors and promoting Estonian tourism.

The underlying technology stack is minimal: a content/e-commerce website (drivestonia.com) handles ticketing, with no proprietary software, AI components, integrations, or mobile app disclosed. The competitive advantage is experiential and operational — securing road closures to rally safety standards, brand association with a recognized rally champion, and a tightly defined enthusiast niche.

Name

Drivestonia - The driving event you've been waiting for

Legal name

M1 OÜ

Website

https://drivestonia.com

Company type

Private

Founded year

2025

Operating status

Operating

Short description

Drivestonia, run by Estonian company M1 OÜ, organizes annual non-competitive rally-style driving events on closed Estonian b-roads for car enthusiasts, selling Epilogue grand finale tickets at 450 EUR via its DTC website with a sold-out 2026 season.

Ownership category

akta.pro rank

Product category

Motorsport Tourism / Amateur Driving Events

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports & Racing Experiences (THAJAFAF)

akta.pro secondary industry

Luxury Self-Drive Touring Packages (THADAMAI)

Keywords

• Amateur driving events
• Rally-style road tours
• Motorsport tourism experiences
• Closed road driving experiences
• Car enthusiast events

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Event participation fees: Revenue is generated from one-time participation fees for driving events on closed Estonian roads. The main product is the Epilogue grand finale event priced at 450 EUR including VAT.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Drivestonia organizes a non-competitive, rally-style driving event on closed Estonian b-roads where car enthusiasts drive their own road-legal vehicles on rally-standard special stages without racing pressure. Participants drive at 1-minute intervals using detailed road books, with seven car classes ranging from hyper/supercars to classics. The flagship product is the "Epilogue" grand finale, a single-day EUR 450 experience including two daylight driving stages, dinner for two at Ööbiku Gastronomy Farm, and a final night drive.

Product overview

Drivestonia is a single driving event product focused on providing non-competitive driving experiences on closed Estonian roads. The main offering is the Drivestonia driving event with its flagship grand finale product called 'Epilogue'. Participants register for specific driving events and receive access to closed special stages, road books, and organized schedules. The company organizes events annually, with the 2026 season sold out and 2027 information forthcoming.

Differentiator

Problem solved

Functional benefit

Products and services

• Drivestonia Driving Event A non-competitive driving event that allows car enthusiasts to drive their own road-legal cars on closed Estonian b-roads as rally-standard special stages, with cars departing at 1-minute intervals and participants following detailed road books. Seven car classes are offered (hypercars/supercars, fast sedans/coupes, rally heritage, American muscle, super-SUVs, youngtimers, classics).
• Epilogue (Grand Finale Event) The annual grand finale of the Drivestonia driving season: a single-day experience featuring two daylight driving stages on closed Estonian roads, dinner for two at Ööbiku Gastronomy Farm, and a final night drive, priced at EUR 450 (incl. VAT).

Quantifiable outcome

• Sells out annual events (2026 sold out)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor and core.

• Visit EstoniaminorGTM or Marketing PartnerVisit Estonia is promoted on the Drivestonia website as a supporting partner, helping to promote the event and Estonian tourism to international visitors.
• M1 OÜcoreOthersM1 OÜ is the legal entity organizing the Drivestonia international hobby driving event. The company is implementing the project from October 10, 2025 to October 10, 2028.

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Tour Auto: Tour Auto is a French multi-day rally-format touring event for classic and performance cars, sold as ticketed experiences to enthusiasts. It mirrors Drivestonia's model of paid self-drive participation on closed/special stages with road-book navigation, making it a close structural peer despite operating in a different geography.
• Targa Tasmania: Targa Tasmania is a multi-day tarmac rally event in Tasmania where paying enthusiasts drive road-legal cars on closed special stages. It is highly comparable to Drivestonia in format, participant profile, and the closed-road rally tourism product, though at meaningfully larger scale.
• Mille Miglia: Mille Miglia is Italy's iconic regularity/touring rally for historic cars, run on closed or controlled public roads with paid enthusiast entry. Like Drivestonia, it is non-competitive (or regularity-based), road-legal only, and monetizes the thrill of driving on famous roads as a ticketed lifestyle event.
• Targa Florio: Targa Florio revives Sicily's historic road-race format as a paid touring regularity for classic and sports cars on closed Sicilian roads. It is structurally analogous to Drivestonia: rally heritage, closed public roads, paying car enthusiasts, and tourism-region marketing.
• Modena Cento Ore: Cento Ore is an Italian regularity rally and touring event for classic and sports cars combining road stages and circuit sessions. It competes with Drivestonia for the same European closed-road enthusiast segment, with a similar mix of road-book navigation, safety marshals, and paid ticketing.

Broad incumbents

• Goodwood (Festival of Speed & Revival): Goodwood runs ticketed motorsport experiences (Festival of Speed, Revival) featuring driving on closed roads and hill courses for paying enthusiasts. It is a much larger incumbent in the same experiential motorsport category and the clearest reference point for where Drivestonia's premium positioning could scale.

Regional players

• Copperstate 1000: Copperstate 1000 is an Arizona-based multi-day driving tour for classic and exotic cars, run partly on closed roads. It is comparable in its paid, closed-road, enthusiast-touring model, though regionally focused on the US Southwest.
• Colorado Grand: Colorado Grand is a US-based invite/paid touring rally for vintage sports cars on closed mountain roads. It is a regional analogue of Drivestonia's closed-road rally tourism format, serving the same enthusiast niche but in a different geography.

Emerging players

• Porsche Travel Experience: Porsche Travel Experience is the OEM's official driving-tour program that takes paying customers on guided self-drive routes with performance vehicles. It targets the same premium enthusiast segment as Drivestonia (hyper/supercar and performance owners) but is tied to a single manufacturer's fleet and brand.
• Lamborghini Esperienza: Lamborghini Esperienza is the brand's paid driving-event program that puts paying customers behind the wheel on track and road formats. It overlaps with Drivestonia's Class 1 (hyper/supercar) audience and demonstrates the OEM willingness-to-pay benchmark for premium driving experiences.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Drivestonia - The driving event you've been waiting for