Mustang: An Electric Rally in the Shadow of the Prairhof, in the Small Village of Schenna, Halfway Between Meran. Behind Us: Church, Castle, and Mountains. Ahead: A Unique "e-Rally", a "Pleasure Drive" that Takes Place for the Third Time This Year. We Can Expect Days of Driving, But Also Much More. Perhaps This Image Best Describes the Schenna eMotion: The Technology is There. It Works. It Makes Many Things Possible. But It Doesn't Push Forward. Because It Doesn't Need To in Schenna! The Special Thing About This Event, Organized by the Local Tourism Association, Doesn't Happen Just on the Road. It Happens When You Get Out. In the Cool Sekt Bunker After a Hot Morning. In the Pine-Scented Air of a Mountain Hotel. In the Mist at the Stilfserjoch. With Apple Juice That Suddenly Isn't Just Apple Juice. With Cheese, Behind Which Lies an Entire Farm Concept. And In Conversations With People Who Not Only Live in Their Region, But Also Think About It.
Driving electric in Schenna: A new perspective on mobility
From the e4Testival at the Hockenheimring to Schenna
Our access to the Schenna eMotion came through the ADAC eCompetition at the e4TESTIVAL at the Hockenheimring – and through a partnership 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 love about Schenna: Mobility is not presented dogmatically here. You can ride electric bikes over the passes. You can travel by bus. You can start hiking directly from the village. You can celebrate automotive history at the Südtirol Classic Schenna and simultaneously experience the Schenna eMotion, to see how new mobility looks today. This is not presented as an either/or situation. It can coexist.
A week without a car: exploring the Waal by bus, bike, and on foot.
Sustainable travel: choosing the right mode of transport, not just driving whenever possible. The Mustang Mach-E was ideal for long panoramic drives and special experiences. Buses and public transport also made many journeys more convenient. And sometimes, the best experiences are only revealed when you travel slowly – on foot along the Waal, through the streets, or with a spontaneous stop along the way. This combination made the days in Schenna so special.
No driving event. A personal experience format.
The Schenna eMotion: More than just a race.
Small tasks: Golf, questions about visited locations, estimation exercises, dexterity games, small tests related to cars and driving. This sounds like a fun program – and it is. But it also achieves something else: it brings people together.
More than just neighbors: They talk, share experiences, and connect. About cars, routes, charging, the region, food, business models, and what truly matters. The group was a diverse mix: travelers, e-mobility enthusiasts, industry professionals, influencers, journalists, and people of all ages. This unique blend is what makes it so special. And yet, it remained effortless. Simply, ease and curiosity.
People make the landscape special
Südtirol: A timeless beauty. Schenna: A sun-drenched terrace overlooking Meran, with views that can't be captured in a photograph. But landscape alone doesn't create an experience. It's the people who shape and give meaning to the landscape that matter.
A refreshing escape at the Praeclarus wine cellar in St. Paul: a stark contrast between the outside heat and the cool interior. The historic parish grounds, with their blooming geraniums, create a sense of arrival at a special place. Martin Schwarzer of Endothek guided us with passion and expertise through the complex. Afterwards: cheese, bruschetta, sparkling wine, and wine. Especially this unassuming bruschetta remained memorable. So unassuming. And then, such an explosion of flavor.
A meeting with Elisa Artioli, Romano Artioli's granddaughter, who revived the Bugatti brand in the 1990s, in the world of orchids. Before the entrance, a Lotus Emeya, a Lotus Elise, and one of the first Tesla Roadsters – "electrified Elise" – automotive stories from different eras. Elisa told the story of the Elise, named after her. Not as a lecture, but personally, charmingly, and connected.
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.
When Weather Becomes a Gift
Second day: Heading towards the Stilfserjoch. The weather initially wasn't what one would expect for an Alpine excursion. Clouds, showers, poor visibility. We soon lost interest.
A touch of mystique: Fog, clouds, and rain transform the road.
A Tibetan Hut: A Changing Landscape Every Few Minutes.
A Coffee Break at Bella Vista: Where Tradition Meets Modernity
The Impulse from the Farm
A key success story for us is the Englhorn farm cheese dairy. Not just because of the cheese, but because of the way it's run. Alexander Englhorn thinks big in his own field, but in a very practical and concrete way. Which animals are best suited for which system? How is the milk processed? How can value be created on the farm? What role does a network play? How can a product be presented in a way that people understand why it's different?
Milk is not pumped. Animals are not fed, but live on locally grown grass. The breed was deliberately changed because the previous one was not suitable for the desired housing. There is no anonymous roadside sales, but a farm shop. Anyone who visits the farm experiences firsthand where and how the products are created – and automatically develops a different connection to them.
Small details make all the difference. We expected the cheese to be very expensive given the effort involved, but it wasn't. It was reasonable, fair, and understandable. For us, this was one of those moments where we took something away that extended beyond our vacation. It was also valuable in a professional context. Good business models don't always come from growing bigger. Sometimes they come from paying closer attention, building better networks, making consistent decisions, and being willing to rethink old knowledge.
Taste, smell, and look closely
Tour leads towards Bolzano and towards the Rittner Hochplateau. A rockslide blocked part of the planned route, allegedly the most beautiful section. But honestly: if no one had mentioned it, we probably wouldn't have noticed. The views were simply wonderful.
Apple juice at Kohl's orchard: A new perspective on familiar flavors.
Coffee culture: A similar story in the coffee roastery. When ordering wine, we rarely just ask for "a wine." We inquire about red, white, 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. This often puts us further away from true coffee culture than we realize.
Schenna eMotion: More than just driving, it's about precision. Tasting, smelling, hearing, and questioning. And then this little challenge: fill 100 grams of coffee into a bag. A true Swab would, of course, simply fill the bag completely and ignore the challenge. After all, you were supposed to be able to take it with you.
Man and Technology
Artificial Intelligence: A Key Factor in Our Recent Trip to Schenna
The Mustang Mach-E: Silent power through South Tyrol. The charging infrastructure provided security. The organization offered guidance. But the real experience comes from connection. From taste. From conversation. From a memorable phrase. Thanks to our host, Thomas from Prairerhof, who didn't just give us a bag of his own apple rings, but told us about each variety. Authentic, honest, and connecting. A small gesture with a big impact.
What remains
Schenna eMotion: More than just a drive – a unique experience.
Experience stunning landscapes and the fun of electric driving. Discover how well Schenna functions without a car. Meet inspiring people and gain valuable insights for your professional life.
And eventually, we realize: The value lies not only in the journey. It's what happens between the stops. We came to Schenna in a Mustang to experience electric driving. But we returned with the feeling that true mobility will only be good when it connects people, not just vehicles.
A heartfelt thank you to everyone who made these days possible. For one of us, they were also a very special gift: a milestone birthday in Schenna. There couldn't have been a more beautiful setting.
Schenna Emotion: The future of emotional AI
Andrea Dewes
Images: Andrea Dewes
