This year, there will mainly be two innovations or adjustments. Firstly, we will adapt the infrastructure of the dynamic area. From now on, our customers will have a direct and weather-protected view of the dynamic area and will be even more closely involved in the events on the area. Secondly, we want to add an SUV course to the off-road area. At the beginning of the season, SUVs will also be able to drive through the area. In addition to the further development and optimisation, we would like to ensure that the services provided so far are offered with the same readiness for service, safety and in the usual positive and exclusive atmosphere.

The feedback we receive on the repositioning is very positive. Certainly, there were also questions and ongoing discussions. For example, the positioning was discussed critically in the shareholders’ circle. But in conversation we were able to make it very clear what the new approach and the new orientation of BILSTER BERG are all about.

Communication is now more clearly and consistently oriented towards our core target group, the car manufacturers and suppliers. A large majority of the shareholders approved the reorientation – and many who had initially rejected it openly stated afterwards that we had taken the right path.

At the moment, we are further improving our internet presence. The topicality of the web magazine and the networking in social media channels are to be further expanded. In addition, we would like to enter into partnerships with bloggers outside the car scene in order to create an even broader foundation for our target group approach.

Exclusivity is important at BILSTER BERG. This means that we don’t go totally broad in our approach to customers, but we do go into depth in a targeted way. With the new orientation, we have clearly directed our focus on business customers. We take a lot of time to identify our potential customers. We approach them specifically and exclusively. In addition, we also receive many enquiries from clients.

The reason why the Rad-Bundesliga was a special event is that it is completely outside our actual portfolio. However, we were looking for a format that would allow the public and people from the region to visit BILSTER BERG. We found a good partner here in the Bund Deutscher Radfahrer (German Cyclists’ Federation), with whom we would also like to work together in the coming years. In addition, new events and formats are constantly being added by customers. Today, for example, Audi Experience from Ingolstadt called me and booked an Australian delegation for tomorrow. We also maintain a good exchange with customers from the USA, Mexico or the Scandinavian countries. The fascination of BILSTER BERG continues to grow.

An IAA year is always a very important year for us, because this application framework naturally suits us perfectly. The BILSTER BERG can act here as a venue for product launches and press presentations. We are perceived as a new platform and are becoming increasingly important.

Most people mention the Mausefalle here, of course. But my personal highlight is the Nieheimer Senke between bends 17 and 19. This section of the track is very beautiful and particularly challenging. It’s visible from far away and I always think: Sure, I’m about to go through there. But when I’m in it, I think: Oops, that’s difficult! The Nieheimer Senke is an underestimated ensemble of bends, for which respect is not lost even after frequent riding. It challenges me again and again. And that’s a good thing.