Insider Spotlight
The automaker has introduced the BMW Excellence Club, a customer engagement program for owners of its flagship 7 Series, electric i7, X7 sport utility vehicle and XM performance model. Membership is available to customers who purchase and take delivery of eligible vehicles from June 5, 2026 onward.
Why it matters
The program reflects a broader push to turn high-end vehicle ownership into an ongoing customer relationship rather than a transaction centered solely on the car.
Members receive complimentary airport limousine transfers with Fast Lane access at Ninoy Aquino International Airport, alongside priority invitations to dining experiences, BMW model events and other curated lifestyle activities.
BMW is also bundling ownership-related services into the membership, including doorstep pick-up and delivery for scheduled vehicle servicing and premium cleaning and polishing through its BMW Car Spa specialists.
What they're saying
“The BMW Excellence Club is more than an ownership program. It embodies our commitment to delivering extraordinary experiences for our most valued customers,” SMC Asia Car Distributor Corp. general manager Michael Rosario said.
“By combining exceptional service with lifestyle privileges, we are redefining what it means to own a BMW model in the Philippines. Luxury ownership extends far beyond the vehicle itself. It is about fostering meaningful relationships, creating unforgettable moments, and curating an ownership journey that reflects the essence of the Ultimate Driving Machine.”
What's next
BMW Philippines said the current package is only the starting point for the program. It plans to add privileges through partnerships with luxury and lifestyle brands, as well as experiences reserved for Excellence Club members.
The strategy gives BMW another channel for maintaining contact with its highest-value customers after vehicle delivery, while potentially strengthening retention in the competitive premium-car market.
— Edited by Daxim L. Lucas
