Yas Marina Circuit Partners with Emirates Motor Company to Launch Mercedes-AMG Driving Experience
Yas Marina Circuit has announced a strategic partnership with Emirates Motor Company to launch a long-term Mercedes-AMG driving experience platform in Abu Dhabi.
The collaboration aims to establish a permanent Mercedes-AMG experiential programme at Yas Marina Circuit, strengthening Abu Dhabi’s position as a regional and global hub for motorsport and premium automotive experiences.
Long-Term Mercedes-AMG Presence In Abu Dhabi
The partnership combines Yas Marina Circuit’s growing reputation as a leading motorsport and experiential destination with Mercedes-AMG’s performance heritage and engineering expertise, supported by Emirates Motor Company’s regional market presence.
Officials said the initiative extends beyond a traditional vehicle launch and represents a structured, long-term strategy to build a sustained Mercedes-AMG brand platform within Abu Dhabi.
The experience will feature:
- A dedicated Mercedes-AMG vehicle fleet
- Integrated driving programmes
- Year-round customer engagement activities
- Corporate and enthusiast experiences
The platform will become a permanent feature within Yas Marina Circuit’s broader experiential offering.
Strengthening Abu Dhabi’s Motorsport Ecosystem
Ali Al Beshr said the partnership aligns with Yas Marina Circuit’s long-term vision of creating scalable, high-impact collaborations with leading global automotive brands.
He noted that the “Always On” Mercedes-AMG experience is designed to deliver continuous value for partners, customers, and Abu Dhabi’s wider automotive and motorsport ecosystem.
The initiative also supports the emirate’s broader strategy of enhancing its international profile as a destination for premium lifestyle, entertainment, and sporting experiences.
Mercedes-AMG Expands Regional Engagement
For Mercedes-AMG, the collaboration offers an immersive environment where customers can directly experience the brand’s motorsport-inspired performance capabilities at one of the world’s most recognised Formula One venues.
Selvin Govender said the partnership marks an important step in expanding Mercedes-AMG’s presence across Abu Dhabi and the wider Middle East region.
He added that Yas Marina Circuit provides an ideal setting to showcase the precision, power, and driving dynamics associated with the AMG brand.
Emirates Motor Company Highlights Strategic Collaboration
Mohammad Almomani described the initiative as part of a broader strategy to create high-impact automotive platforms within Abu Dhabi.
He said the partnership will expand customer access to Mercedes-AMG experiences while further strengthening the brand’s market position locally.
Officials noted that the collaboration reflects Abu Dhabi’s continued evolution as one of the region’s leading destinations for motorsport tourism and premium automotive engagement.
Supporting Abu Dhabi’s Global Automotive Positioning
As Yas Marina Circuit continues expanding its experiential and commercial portfolio, the Mercedes-AMG partnership highlights a growing focus on long-term automotive collaborations that combine entertainment, performance, tourism, and brand engagement.
The initiative also reinforces Abu Dhabi’s standing as a major destination for global motorsport events, including the Abu Dhabi Grand Prix.
