Atkins Kroll BMW Guam officially celebrated the grand opening of its newly renovated showroom on November 6, introducing BMW Group’s global Retail.Next concept to the island. The $1.6 million investment reimagines the traditional luxury automotive dealership by prioritizing hospitality, digital innovation, and personalized customer engagement.

Community leaders, business partners, and customers gathered for the ceremony, including Speaker of the 38th Guam Legislature Frank F. Blas Jr. and Senator Jesse Lujan, who presented a Certificate of Recognition commemorating the milestone.

“The way customers engage with brands has changed, and our showrooms need to evolve with them,” said René Gerhard, Managing Director of BMW Group Asia. “With Retail.Next, we are creating more welcoming spaces that seamlessly bring together digital innovation, personal interaction, and hospitality... We are delighted to bring that experience to Guam.”

A New Era of Automotive Hospitality

Designed to feel more like a modern lounge than a conventional showroom, the transformed facility replaces traditional reception desks with a personal Welcome Stand and open Customer Consultation Stages. Key upgrades include:

- BMW Bar & Lounge: A central hospitality hub where guests can relax with refreshments or catch up on work.

- Private Consultancy Lounges: Dedicated spaces for in-depth sales and service discussions.

- Multifunctional Handover Bay: A specialized delivery area designed to turn new vehicle handovers, pre-owned deliveries, and test drives into memorable experiences.

“While our new showroom showcases the latest in BMW retail innovation, what makes it truly special is the opportunity it creates to strengthen relationships with our customers and community,” said Clark Boswell, Vice President and General Manager of Atkins Kroll.

Honoring CHamoru Heritage

Serving as the cultural centerpiece of the facility is a bespoke artwork commissioned from CHamoru heritage artist Joey Certeza, grandson of the late master suruhåna Tan Pai. Inspired by Guam’s ancient navigators and voyagers, the piece visually connects Pacific seafaring traditions of craftsmanship and innovation with the BMW brand.

“We wanted this to be more than simply a new BMW showroom. We wanted it to feel connected to the community we serve,” Boswell added.

Grand Opening & Year-End Promotions

To mark the opening and kick off its Year-End Sales Event, BMW Guam is offering complimentary tire and wheel protection with every new BMW purchase through the end of 2026. Additionally, customers who take a test drive will be entered for a chance to win round-trip travel, with three winners to be selected at the end of the year.