Mercedes-AMG driving programme arrives at Yas Marina Circuit
Yas Marina Circuit has introduced a Mercedes-AMG Driving Experience to its DriveYAS roster, bringing one of the marque’s high-performance models to the same tarmac that hosts the Formula 1 Etihad Airways Abu Dhabi Grand Prix. The programme, delivered in partnership with Emirates Motor Company, gives participants the chance to drive or ride in the AMG GT 63 Coupé under professional instruction on a world-class racing circuit.
What the experience includes
The offering centres on the Mercedes-AMG GT 63 Coupé, a performance sedan powered by a handcrafted 4.0-litre V8 biturbo unit producing 577 horsepower. Participants will take part in structured sessions designed to showcase acceleration, braking and handling on the Formula 1 circuit. The experience is staged from Yas Central and is available in both driver and passenger formats, which broadens access beyond seasoned track drivers to first-time participants and corporate groups.
Partnership and positioning
The programme is run in collaboration with Emirates Motor Company (EMC), the authorised Mercedes-Benz distributor in Abu Dhabi. For Mercedes and EMC, the circuit provides a controlled environment to translate showroom specifications into on-track performance that consumers can feel firsthand. For Yas Marina Circuit, the addition complements its year-round visitor offerings and further activates its central hub as a destination for both motorsport fans and leisure tourists.
Industry and tourism context
Experiential travel and activity-led tourism have become increasingly important components of destination strategy, particularly in markets targeting high-net-worth visitors. Abu Dhabi has invested in sports and lifestyle assets, from golf and golf tourism to motorsport, to diversify its appeal. The AMG programme leverages the global recognition of the Yas Marina Circuit and the annual visibility provided by the F1 weekend to market a premium, automotive-focused experience.
From an industry perspective, automotive marques have used track experiences for years as a direct marketing channel that strengthens brand affinity and accelerates purchase consideration. Track programmes allow manufacturers to demonstrate vehicle capabilities in ways that road tests cannot, and they often serve as a revenue stream through ticketed events, hospitality packages and corporate bookings.
Audience and potential market impact
The target audience for the Mercedes-AMG Driving Experience includes regional car enthusiasts, affluent tourists visiting Abu Dhabi, Mercedes owners and corporate clients looking for team-building or incentive experiences. Making the sessions available in passenger and driving formats widens the addressable market: those who prefer to be driven can still receive an immersive high-performance experience without the driving requirement.
For Yas Marina Circuit, the new offering is likely to produce ancillary benefits across hospitality, food and beverage, and retail, particularly when run alongside major event periods such as the F1 race weekend. It also supports the circuit’s wider strategy to be active throughout the year, rather than solely during marquee race events.
Brand activation for Mercedes-AMG and EMC
Beyond direct consumer sales, the experience functions as a brand activation platform. Allowing customers to sample the AMG GT 63 Coupé on a racetrack helps to reinforce Mercedes-AMG’s performance credentials and create emotional connections with potential buyers. Local distributor Emirates Motor Company can use on-track engagement to deepen customer relationships and showcase the practical capabilities of AMG models beyond static showroom displays.
Mercedes-Benz is also in the middle of a broad product and brand narrative milestone, marking long-term innovation in automotive engineering. While the company continues to pursue electrification and software-driven services, combustion-powered AMG models still play a key role in preserving the brand’s performance halo while those transitions unfold.
What to expect next
The Mercedes-AMG Driving Experience is integrated into Yas Marina’s existing DriveYAS portfolio and will operate alongside other driving and passenger programmes. Organisers have framed the sessions as both accessible and structured, with professional instructors overseeing on-track activity. Specific dates, pricing and booking channels are managed through Yas Marina Circuit and Emirates Motor Company; prospective participants should consult those official sources for logistics.
As Abu Dhabi continues to position itself as a year-round destination for premium experiences, collaborations like this one underscore how motorsport and automotive partnerships are being used to diversify tourism offerings and deepen experiential product sets for visitors and residents alike.
Key details: the programme is based at Yas Central, uses the AMG GT 63 Coupé on the F1 circuit, and is delivered in partnership with Emirates Motor Company as part of the DriveYAS portfolio.