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Manila Bulletin devider Drive devider BMW introduces first Retail.Next Concept showroom in Pampanga

BMW introduces first Retail.Next Concept showroom in Pampanga

Published Mar 5, 2025 01:09 am

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BMW Group Asia and SMC Asia Car Distributors Corp., the official distributor of BMW in the Philippines, have inaugurated the country’s first-ever BMW Retail.Next showroom in Pampanga. This new retail concept aims to enhance customer engagement through an innovative showroom design and integrated digital technology, offering a seamless and immersive brand experience.

A first in BMW’s regional expansion

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"The opening of our first-ever Retail.Next showroom in the Philippines is an exciting milestone for our brand in the region,” said Lars Nielsen, Managing Director, BMW Group Asia. “The Philippines is now the fifth market in the BMW Group Asia region to roll out Retail.Next and change the way we interact with our customers, and how they interact with our brand.

“In today’s retail landscape, the physical and digital spaces are equally important and must seamlessly integrate to ensure customers have the best experience possible.” We believe Retail.Next is the perfect way to make this happen and allows our customers to engage with our brand in a meaningful way, whether through immersive in-store experiences or intuitive digital touchpoints.”

Transforming the customer experience

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The Pampanga showroom, operated by BMW Pampanga Premier Cars under the Laus Group of Companies, tells of a shift in how customers interact with the brand. “This is the start of a new chapter for BMW in the Philippines.” said Spencer Yu, President of SMC Asia Car Distributors Corp. “By leveraging innovative retail concepts and the latest technologies, we are now able to offer our customers in Pampanga a truly differentiated experience that brings our brand to life in new and engaging ways. We're thrilled to introduce Retail.Next to the Philippines and look forward to deepening our connection with customers here.”

Retail.Next goes beyond conventional showroom setups. According to Lisset Laus-Velasco, Chairman and CEO of Laus Group of Companies, ""Retail.Next is more than a renovation; it's a revolution." It represents how we connect, innovate, and elevate the BMW experience." She highlighted that BMW Pampanga Premier Cars is the country’s first sustainable, solar-powered BMW dealership, echoing the company’s voice when it comes to luxury, innovation, and sustainability.

A modern and immersive showroom design

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The Pampanga showroom covers 1,256 square meters and features six display vehicles within a flexible and stylish interior. The space is designed with multi-functional areas that cater to different customer needs, integrating technology to enhance the retail experience.

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Visitors are welcomed into a thoughtfully designed consultation area, where each vehicle is positioned to draw attention. Purchase consultations are adaptable, taking place wherever customers feel most comfortable, with an option for privacy in the Sales Lounge. Digital tools, such as a 3D vehicle configurator, allow customers to personalize their preferred BMW model by exploring various colors, trims, and settings.

Adding to the premium experience is the BMW Café, offering a comfortable setting with warm lighting and a curated selection of food and beverages. Meanwhile, the Multifunction Bay serves as an exclusive space for VIP consultations, vehicle handovers, and new product launches.

The showroom also integrates elements of local culture, featuring a hand-carved wooden paneled wall that highlights Pampanga’s woodcarving traditions. This design touch creates a connection between BMW’s global excellence and local artistry.

Elevating customer engagement

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Retail.Next also enhances customer interactions through digitalization. A key feature is the Emotional Virtual Experience (EVE), a 3D-rendering software that presents vehicles in near-photorealistic quality. Customers can explore vehicles from all angles, including interior and exterior details, and view them under different lighting conditions.

At the service reception, customers receive personalized assistance as their vehicles undergo inspection. Service advisors provide consultations in dedicated lounges, ensuring a private and comfortable setting for discussions regarding maintenance and service options.

A new era for BMW in the Philippines

The launch of the Retail.Next showroom in Pampanga embodies the shift in BMW’s retail approach, and reflects BMW’s ongoing drive to deliver premium experiences while embracing localization, sustainability, and innovation. 
 

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