BMW has taken the No.1 position in the luxury car segment in Thailand from Mercedes-Benz and maintained its crown for three years in a row since 2020. The secret key to this success is the rise of strong communities of BMW owners.
To achieve this, we adopted a two-pronged strategy, with the #bimmermeet serving as the community platform for BMW car lovers (both classic and new) to meet and share their passion, while the JOY programme catered to communities based on their individual lifestyles. Whether you are a marathon runner, a golf enthusiast, a globetrotter or an avid foodie, there was something for everyone.
