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This study empirically compares and analyzes how the architectural structures and exhibition elements of three major German automobile museums spatialize their respective brand identities. Through field investigations at the Mercedes-Benz Museum, the Porsche Museum, and the Volkswagen Autostadt, data were analyzed based on circulation, narrative, and experiential quality. The findings are as follows: First, Mercedes-Benz establishes the legitimacy of its high-tech luxury through a chronological narrative integrating automotive evolution with human history, utilizing a vertical spiral enforced circulation. Second, Porsche visualizes its sports DNA and sense of speed through a high-performance experiential strategy that combines an open-plan circulatory flow with sensory staging using actual engine sounds. Third, Volkswagen Autostadt utilizes autonomous selection circulation within a large-scale indoor and outdoor complex connected to its factory site, expanding its democratic appeal and everyday heritage into a lifestyle-focused park experience. This study demonstrates that brand museums function as sophisticated spaces for brand communication by deploying differentiated, multi-sensory experiential elements.