DaimlerChrysler Group has opened the doors to its latest and biggest brand experience centre located next to the world’s oldest purpose built racetrack in Weybridge, England. The UK centre is the sixth complex of its kind from DCX and is the largest and most unique thanks to the historic significance of the site (Mercedes won the opening race in 1907), and its ‘hands-on’ driving runs on the 2.5km handling circuit and the 10 acre off-road terrain course.

The aim of the entire project is to help differentiate the Mercedes brand in a highly competitive world, and features DCX’s other brands including smart, Maybach and the Mercedes-Benz SLR McLaren. Some of the attractions include a 3D simulator ride which takes you along the production line of a Mercedes-Benz CLK-Class, a gallery of past models as well as cafes, shops and restaurants.

Admission to the public is free, except for the hands on Driving Experience packages, and the centre is opened seven days a week. The company expects up to 300,000 visitors per year.