Atkins Kroll BMW Guam officially celebrated the grand opening of its newly transformed BMW Retail.Next showroom at its Tamuning on Nov. 6.
The renovated facility replaces the former BMW showroom at the Micronesia Mall. The upgraded location introduces BMW Group’s global "Retail.Next" concept to Guam, featuring an open-layout environment, a Sales Consultancy Lounge for private client consultations, and the BMW Cafe hospitality destination.
The showroom also displays bespoke artwork by CHamoru heritage artist Joey Certeza.
The strategic investment aims to modernize the customer experience and strengthen the brand’s local footprint. Alex Hammett, managing director of South Asia and Pacific markets for Inchcape, said Inchcape’s partnership with BMW in Guam began in 2018 and remains vital to the company's regional operations.
"For us, it's a very important [brand] in the existing portfolio, but also for the future," Hammett said. "And that's why we're doing the investment."
Although Guam represents a mid-sized market in the region, executive leadership emphasized that customer representation takes precedence over sheer volume. Rene Gerhard, managing director for BMW Group Asia, said that the island serves as a key location within the Asia-Pacific network.
"We don't judge purely based on size of a market," Gerhard said. "For us, any representation is important wherever there are customers."
Atkins Kroll operates the BMW showroom from 8. a.m. to 7 p.m. Monday through Friday, 8 a.m. to 5 p.m. Saturday, and 10 a.m. to 4 p.m. Sunday. mbj
