SHERIDAN, WYOMING – July 28, 2025 – For BMW lovers, owning "the Ultimate Driving Machine" has never just been about getting from A to B. It’s about feeling the road, pushing the limits, and becoming one with the machine. And there’s no better place to do that than the BMW Performance Center — a dreamland where adrenaline meets precision engineering, and everyday drivers become track heroes.
Where Performance Becomes Personal
Tucked beside BMW’s Spartanburg manufacturing plant in South Carolina, the BMW Performance Center isn’t just a test track — it’s a full-fledged experience. Since opening in 2000, it has grown into a destination where 18,000 enthusiasts annually come to not just admire BMWs, but to live them.
You can:
- Take delivery of your brand-new BMW and immediately put it to the test.
- Learn high-speed maneuvers in M Cars from pro instructors.
- Watch your teen master safety and control behind the wheel.
- And even explore rugged terrains with off-road X models or GS motorcycles.
As one M5 owner put it, “You built this, and now we get to come here and learn about what the M5 is capable of, as well as BMW’s new footprint in America.”
East Coast Meets West Coast – BMW Style
In 2015, BMW expanded westward with a second Performance Center in Thermal, California. Located near Palm Springs, it brings the same magic with an extra splash of desert heat and access to three full-blown race tracks.
So what’s the difference?
East Coast (Spartanburg):
- Home of the original BMW plant
- Factory tours + Zentrum museum
- Varied elevation track for deep skill-building
- Home of the BMW Rider Academy (motorcycle programs)
West Coast (Thermal):
- High-speed Advanced M School
- M4 GT4 race car experiences
- SCCA licensing programs
- Cutting-edge M Mixed Reality Experience
Both centers offer one- and two-day clinics, M Schools, and even private coaching for that extra bit of edge. Whether you're in it for fun, skill, or future race-day dreams, there's a course that fits your vibe.
Why This Experience Matters
This isn’t just driver training — it’s brand immersion. BMW's goal isn’t just to sell cars, but to create lifelong fans. “Only a small percentage of BMW customers take part, but those who do become brand ambassadors,” says Dan Gubitosa, who runs the Spartanburg site. And it shows: from word-of-mouth buzz to the ten percent spike in conversions, the experience is driving more than just tires — it’s driving loyalty.
Editorial Quick-Take: Who Should Try It
✅ New BMW Owners: Especially if you want to pick up your car in style — with added thrill
✅ Speed Enthusiasts: Take the M4 GT4 for a spin and feel the G-force
✅ Teen Drivers: Safety first, but make it exhilarating
✅ Adventure Seekers: Off-road motorcycles and X models await
✅ Future Racers: Earn your SCCA license or step into Mixed Reality racing
Real Emotions Behind the Wheel
For many, these aren’t just driving days. They’re life moments. Whether you’re cornering like a pro or simply watching your teen safely brake through a simulated hazard, the BMW Performance Center turns drivers into believers. As Gubitosa puts it, “We try to measure it, and we think there’s an additional ten percent conversion based on word of mouth. People tell their friends that BMW took great care of them, that it’s an awesome company and an awesome car.”
And at the end of the day? You’ll likely go home not just with stories to tell, but with a renewed love for the road.
Learn more and book your experience at bmwperformancecenter.com