DAIMLERCHRYSLER Group has opened its biggest 'brand experience' centre site, adjacent to the world's oldest purpose-built racing circuit in Weybridge, Surrey.

The firm 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 by far its largest to date and is unique in two ways: its intrinsic historical links with the site on which it stands (Mercedes won on the opening race day at Brooklands in 1907), and the hands-on' driving experiences that are available on the 2.5km handling circuit and the ten-acre off-road terrain course.

Centrepiece to the Mercedes-Benz World development is a three-storey building housing an interactive world, which immerses visitors in the Mercedes-Benz brand. Sitting alongside more than 100 Mercedes-Benz models are brands such as Smart, Maybach and the SLR McLaren.

Dr Dieter Zetsche, chairman of the board of management of DaimlerChrysler and head of of the Mercedes Car Group, said: "The opening 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."

There are several brand attractions to entertain visitors: Build' - a 3D simulator ride which takes you along the production line of a Mercedes-Benz CLK-Class; Solve' - an interactive problem-solving laboratory; a Brand Gallery showcasing a number of iconic cars, a gourmet restaurant, caf, dedicated KidsZone and conference facilities.

The site expects to attract 300,000 visitors a year. For more information call 0870 400 4000 or visit www.mercedes-benzworld.co.uk