More than a product launch, the collaboration represents a structured approach to building a sustained, brand-led presence for Mercedes-AMG within Abu Dhabi
Yas Marina Circuit has announced a strategic partnership with Emirates Motor Company (EMC), the authorized Mercedes-Benz distributor in Abu Dhabi, to establish a long-term Mercedes-AMG driving experience platform at the circuit.
This partnership brings together Yas Marina Circuit’s position as a leading regional destination for motorsport and experiential programming with Mercedes-AMG’s performance heritage and engineering excellence, supported by Emirates Motor Company’s strength in the UAE market.
More than a product launch, the collaboration represents a structured approach to building a sustained, brand-led presence for Mercedes-AMG within Abu Dhabi. Through a dedicated fleet and integrated programming, the experience will operate as a permanent feature within Yas Marina Circuit’s year-round offering, enabling consistent engagement across corporate, customer, and enthusiast audiences.
The partnership reinforces Yas Marina Circuit’s strategy of positioning the venue as a platform for global automotive brands to activate at scale, not only through events, but through continuous, high-quality experiences that drive relevance, visibility, and commercial impact.
Commenting on the partnership, Ali Al Beshr, General Manager of Yas Marina Circuit, said: “This partnership reflects our long-term strategy to position Yas Marina Circuit as a platform for global automotive brands to activate in a meaningful and sustained way. By establishing an Always On Mercedes-AMG driving experience, we are moving to create a scalable, brand-led presence that delivers continuous value for partners, customers, and Abu Dhabi’s wider motorsport and automotive ecosystem.”
For Mercedes-AMG, the initiative provides a controlled environment to translate performance into an immersive driving experience that connects driver and vehicle at one of the world-renowned motorsport hubs and the Formula 1 Grand Prix event destinations. This reflects Mercedes-AMG’s global ambition to activate its motorsport DNA across key destinations, while continuing to expand its presence across the Middle East.
Selvin Govender, Vice President and Director of Market Management MEA & SEA, Mercedes-Benz Cars Middle East; Mercedes-Benz General Distributors, said: “This partnership represents a significant step in strengthening Mercedes-AMG’s presence in Abu Dhabi and across the region, where momentum for the brand continues to build. Yas Marina Circuit is the ultimate stage to bring AMG’s motorsport DNA to life. Together with EMC, we are creating a long-term platform that puts customers at the centre of AMG, allowing them to experience first-hand the precision, power and unmistakable character that define the brand.”
Mohammad Almomani, General Manager, Emirates Motor Company, said: “This collaboration reflects the strength of Emirates Motor Company’s partnership ecosystem in Abu Dhabi and our shared ambition to build long-term, high-impact platforms for Mercedes-AMG. As one of the region’s leading motorsport destinations, Abu Dhabi continues to evolve through experiences like this, further enhancing its global appeal. Together with Yas Marina Circuit, we are establishing a consistent, year-round presence that expands customer access to the brand while reinforcing its position in the local market.”
As Yas Marina Circuit continues to expand its experiential portfolio, this partnership reflects a broader commitment to long-term collaborations that elevate both brand and destination, while contributing to Abu Dhabi’s standing as a global hub for motorsport and premium automotive engagement.
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