The Mustang awaits in the shadow of the Prairhof, in the middle of the small village of Schenna, halfway between Meran. Behind it, the church, the castle, and the mountains. Before us lies a kind of "e-rally" of a different kind, "an electric pleasure trip" that takes place for the third time this year. We can expect days filled with driving. But not only. Perhaps this image best describes the Schenna eMotion: The technology is there. It works. It makes many things possible. But it doesn't push itself forward. Because it doesn't need to in Schenna! The special thing about this event, organized by the local tourism association, doesn't happen on the road alone. It happens when you get out. In the cool wine cellar after a hot morning. In the scent of pine in a mountain hotel. In the mist at the Stilfserjoch. With the apple juice that suddenly is no longer just apple juice. With the cheese, behind which lies a whole farm concept. And in conversations with people who not only live in their region, but also think about it.
We arrived in Schenna in a Ford Mustang Mach-E to experience electric driving. When we returned, we felt that new mobility only becomes truly exciting when it moves more than just vehicles. The journey itself was part of the experience. Due to the Brenner closure, we used to take the route over the Timmelsjoch. Looking back, it wasn't just a detour, but the beginning. Upon arriving in Schenna, the Mustang could be charged. So could we.
From the e4Testival at the Hockenheimring to Schenna
Our access to the Schenna eMotion came about through the ADAC eCompetition at the e4TESTIVAL at the Hockenheimring – and through a cooperation that particularly pleases INSTITUT NEUE MOBILITÄT and JU-KNOW. Because whether on the race track or in the mountains: electric mobility only convinces when people experience it themselves.
Schenna can also drive. But not only that.
What we particularly appreciate about Schenna: Mobility is not presented here in a dogmatic way. You can ride electric bikes over passes. You can travel by bus. You can directly start hiking from the town. You can celebrate automobile history at the Südtirol Classic Schenna and simultaneously experience Schenna eMotion, which shows how mobility looks today. This is not presented as an either/or situation. It can all coexist.
We consciously spent the first few days without a car. By bus, with guest passes, and on foot. With temperatures exceeding 30 degrees Celsius, the Waal paths were perfect: shady forest, water, orchards, small views, large views, a coffee at the Waal, conversations on the go. As soon as we got off the bus, everything was there. Suddenly, there was peace again.
This is also sustainable travel: not always driving, just because you can. But choosing what suits the moment. The Mustang Mach-E was perfect for long panoramic drives and special driving experiences. Similarly, buses and public transport made many journeys easy and comfortable. And sometimes, you only discover things when you travel slowly – on foot along the Waal paths, through the streets, or with a spontaneous stop on the roadside. This combination made the days in Schenna so complete.
No driving event. A personal experience format.
Of course, the Schenna eMotion is driven with excitement. And yes, the routes are fantastic. But those who only focus on the route miss the real essence. The Schenna eMotion is not a typical racing event. It is more of an experience and a journey. You drive. You get out. You try. You listen. You laugh at a challenge. You have conversations with people. Then you get back in, drive through the next landscape, and realize that the previous stop still has an effect.
The small tasks include: putting on the golf course, questions about the visited places, estimation tasks, dexterity games, small tests related to cars and driving. This sounds like a fun program – and it is. But it also fulfills something else: it brings people together.
We don't just stand side by side; we talk to each other. About cars, about routes, about charging experiences, about the region, about good food, about business models, about what remains. The group was a diverse mix: tourists, e-mobility enthusiasts, people from the industry, influencers, journalists, and people of all ages. It is precisely this mix that makes it so unique. And yet, it remained easy. Simply ease and curiosity.
People make the landscape special
South Tyrol is beautiful. This is nothing new. Schenna lies like a sun terrace above Meran, with views that cannot be captured in a photograph. But landscape alone does not make an experience. What is decisive are the people who shape and give meaning to this landscape.
The Praeclarus champagne cellar in St. Paul was immediately noticeable. Outside, it was hot, but inside, it was pleasantly cool. Even the historic parish courtyard with its blooming geraniums gave the feeling of arriving at a special place. Martin Schwarzer from Endothek, located nearby, led us through the grounds with passion and knowledge. Afterwards: cheese, bruschetta, champagne, and wine. Above all, this small, unassuming bruschetta bite remained in my memory. So unassuming. And then such an explosion of flavor.
Or alternatively, a meeting with Elisa Artioli, the granddaughter of Romano Artioli, who revived the Bugatti brand in the 1990s, in the orchid world. Before the entrance, there was a Lotus Emeya, a Lotus Elise, and one of the first Tesla Roadsters – automobile stories from different eras. Elisa told the story of the Elise, which was named after her. Not like a lecture, but personally, charming, and connected.
One can see: Technology always has a biography. Cars are not just products. They are memories, decisions, dreams, and sometimes even family history. These moments make all the difference.
Turning Weather into a Gift
On the second day of the trip, we headed towards the Stilfserjoch. The weather was initially not what one would expect for an alpine excursion. Clouds, showers, and poor visibility. We initially found this disappointing. Later, not at all.
Because the road had gained a certain mystique. Mist hung in the hills, clouds drifted over the road, rain alternated with short, bright moments. The Mustang quietly climbed upwards. Curve after curve. No noise, a quiet, powerful glide.
At the top of the Tibetan plateau, the scenery changed every few minutes. Fog, rain, brief snow showers, then again a view of the landscape. One could have sat there for hours and simply watched. It wasn't just the view and the altitude, but the stories behind it. The innkeeper told us with quiet warmth about the connection between her family and Heinrich Harrer, which impressed us greatly. Suddenly, it became clear why a Tibetan hut stands right here. The place gained depth.
Just before, we had stopped for a coffee at Bella Vista, a hotel and restaurant by ski legend Gustav Thöni, at the foot of the Stilfserjoch. From the moment we entered, we were greeted by the pleasant scent of fir trees. A room that exudes tranquility. A place where the old substance and the modern architecture of Matteo Thun not only coexist, but find harmony. On that day, many things came together: mist and vastness, old stories and new forms, the mountain road and a break, driving dynamics and silence. Sometimes you don't get the weather you wanted. But the weather that makes a story even better.
The Impulse from the Farm
One of the stops that has had a particularly noticeable impact on us was the Englhorn farm cheese factory. Not only because of the cheese. But also because of the way it is run. Alexander Englhorn thinks on a large scale in his own area. Not loudly, not theoretically, but very concretely. Which animals are suitable for which type of farming? How is milk processed? How can value creation be maintained on the farm? What role does a network play? How can a product be presented in such a way that people understand why it is different?
The milk is not pumped. The animals are not fed, but they live off the local grass. The breed was deliberately changed because the previous one was not suitable for the desired keeping. There is no anonymous roadside sale, but a farm shop. Anyone who enters the farm experiences firsthand where and how the products are created – and automatically develops a different connection to them.
That sounds like small things. But it's exactly these small things that change perception. We had expected that the cheese would be very expensive given the effort. But it wasn't. It was reasonable. Fair. Understandable. For us, this was one of those moments where you take something with you that extends beyond the vacation. Also professionally. Good business models don't always arise from growing bigger. Sometimes they arise from looking more closely, building better networks, making consistent decisions, and being willing to rethink old knowledge.
Taste, smell, and look closer
The next day, the tour headed towards Bolzano and upwards towards the Rittner Hochplateau. Due to a rockslide, a portion of the planned route was blocked, allegedly the most beautiful. But honestly: if no one had mentioned it, we probably wouldn't have noticed. The views were simply wonderful.
At the Kohl orchard, apple juice suddenly became a topic that could be discussed for a long time. Different varieties, different characters. You only realize how little you consciously perceive in everyday life during such a tasting.
Later in the coffee roastery, it was similar. When ordering wine, we rarely just ask for "a wine." We ask for red wine, white wine, rosé, variety, origin. When it comes to coffee, many of us simply say: "a coffee, please." Arabica? Robusta? Roasting? Origin? Mostly, we don't know. In this case, we are often further away from true coffee culture than we think.
And that's Schenna eMotion: not just driving, but becoming more precise. In taste, in smell, in hearing, in questioning. And then this little challenge: fill 100 grams of coffee into a bag. A true Swab would, of course, simply fill the bag and ignore the challenge. You were supposed to be able to take it with you. What you have, you have.
Man and Technology
Perhaps this journey has also been so impactful because we had been intensively researching Artificial Intelligence in the months leading up to it. With applications, opportunities, risks, and constantly asking: What does technology mean for us humans? There was a lot of technology at play in Schenna. The Mustang Mach-E. Charging infrastructure. Navigation. Organization. Communication. And of course, digital processes in the background. But it didn't dominate. It simply worked. People were at the forefront. Hosts, producers, drivers, organizers, innkeepers, conversation partners. People who work with what their region offers. They see tradition not as a museum, but as a foundation. They are open to the new, without discarding the old. Perhaps this is the most important insight from this journey: Technology becomes valuable when it empowers people.
The Mustang Mach-E carried us quietly and powerfully through South Tyrol. The charging infrastructure provided security. The organization provided orientation. But the memory is created through encounters. Through taste. Through conversations. Through a sentence that lingers. Through our host, Thomas from Prairerhof, who didn't simply hand over a bag of his own-produced apple rings upon departure, but instead said something about each variety. Authentic – honest – connecting. A small gesture. A great impact.
What remains
Ultimately, the Schenna eMotion was not just a driving event for us. It was also not a typical vacation. It was a special combination of electric driving pleasure, landscape, enjoyment, regional strength, hospitality, playful interaction, and inspiration, that lasts longer than the memory of a beautiful route.
You drive through impressive landscapes. You experience how much fun electric driving dynamics can be. You park the car and realize that Schenna also works wonderfully without a car. You meet people who are making a difference in their field. You get insights that may even be relevant to your own professional life.
And eventually, one realizes: The valuable thing is not just the journey. It's what happens between the stops. We came to Schenna with the Mustang to drive electric. When we returned, we felt that true mobility would be really good when it not only moves vehicles – but also connects people.
We would like to thank everyone who made these days possible. For one of us, they were also a very special gift: a round birthday in Schenna. There couldn't have been a more beautiful setting.
https://www.schenna-emotion.com/de/home.html
