DaimlerChrysler Group will open its biggest brand experience centre, adjacent to the world’s oldest purpose built racing circuit in Weybridge, Surrey, this month.

Mercedes-Benz World at Brooklands is the largest automotive development of its kind in the UK.

DaimlerChrysler has already opened five similar brand experience centres across the world as part of its global strategy to ‘bring its brand closer to consumers’, but Mercedes-Benz World at Brooklands is its largest so far.

One of the primary attractions of the site (alongside the historical heritage) is the ‘hands-on’ driving experiences that will be available on the 2.5km handling circuit and the 10-acre off road course.

Centrepiece to the Mercedes-Benz World development is the three-storey 16,650m2 building which houses an experiential and interactive experience of the Mercedes-Benz brand. Sitting alongside over 100 Mercedes-Benz models are brands such as smart, Maybach and the Mercedes-Benz SLR McLaren.

Dr Dieter Zetsche, chairman of the board of management DaimlerChrysler and head of Mercedes Car Group said: “The automotive world is a highly competitive one and the success of all brands is constantly under attack. As manufacturing and design standards have risen in all cars, brand differentiation becomes more and more difficult. The opening today of our new brand centre in the UK marks another important milestone in our history, and enables our customers to appreciate just what it is that makes our brands and product very special.”

Mercedes-Benz World expects to attract 300,000 visitors a year.

The centre will open to the public on October 29. It will be open from 10am to 7pm, seven days a week (except Christmas Day and Boxing Day) and admission is free. There will be additional charges for driving experience packages.

For more information: www.mercedes-benzworld.co.uk.

Mercedes-Benz World thumbnail gallery