The potential, challenges and opportunities of four different locations for BMW Brand Experience and Driving Center are studied in a comprehensive manner. The first part of the technical assessment evaluates the four plots in a comparative perspective, taking into consideration their accessibility, surrounding infrastructure, as well as land use planning. Moreover, a masterplan is proposed for each of the plots, including similar key elements and showcasing our proposal for handling track layout, while maximizing their site-specific individual advantages. By focusing on the diverse potential of each plot, every single option results in a different concept, being the “fun” character enhanced in one of them, while the “high-speed” one might be more important in others.