Saalfelden, Austria – September 12, 2026 -- Experience World Saalfelden will launch as a standalone B2B brand on September 9, 2026, consolidating a decades-old Austrian automotive and events site into a single alpine destination for manufacturers and corporate clients.
Three separate facilities merge under one brand identity
The site, built around the ÖAMTC Fahrtechnik Zentrum established in 1989, combines an onroad track with an Experience Center, an offroad park, and an ice arena. The adjacent Hotel Gut Brandlhof adds meeting and wellness capacity directly on location, removing the need for transfers between venues during multi-module corporate programs.
Seventy percent of current business already comes from B2B clients
Manfred Pfeiffenberger, former rally professional and long-time head of the Saalfelden training center, said the rebrand aims to make the site's combined infrastructure and instructor expertise more visible to new corporate audiences beyond its established automotive base.
Automakers including BMW, Mercedes-Benz and Audi have previously used the facilities for product presentations, dealer and customer events, training sessions, and vehicle testing under varied surface conditions. The new brand structure is designed to expand that automotive positioning while opening additional revenue from corporate events, team events and incentive travel — segments Pfeiffenberger identified as underdeveloped relative to the automotive business.
Germany's automotive clusters are the primary growth target
Experience World Saalfelden is prioritizing visibility in the Munich-Ingolstadt, Stuttgart and Wolfsburg automotive corridors, alongside agency and corporate hubs in Frankfurt, Hamburg, Düsseldorf and Cologne. The company is positioning itself for cross-border demand from Germany and Switzerland in addition to its Austrian home market.
Program modules can be sequenced within a single day — asphalt driving in the morning, offroad terrain in the afternoon, with the ice arena serving as a winter-specific addition — and combined with conferences, overnight stays and regional outdoor activities sourced through a local partner network. The ÖAMTC training center retains its role in instructor-led safety courses while extending into broader event planning support.