Thanaburi Panich advances a premium CRM strategy by organizing Refined Movement, connecting the Mercedes-AMG automotive world with lifestyle to build long-term Brand Engagement with customers.
Mr. Papon Wiriyapan, Chairman of the Executive Board of Thanaburi Panich Co., Ltd., said that in today’s luxury car market, competition is no longer based solely on products but has shifted to experiences and long-term customer relationships. The company has redefined the role of Mercedes-Benz dealers accordingly.
As a Luxury Experience Curator, Thanaburi Panich employs a strategic CRM approach that goes beyond sales. Recently, it organized the Refined Movement event, which is not just a customer event but a model for building long-term Brand Preference by integrating Mercedes-AMG with health and well-being lifestyles. This reflects a new interpretation of Performance, encompassing not only vehicle capability but also life performance.
Refined Movement was designed under the concept of a Holistic Luxury Experience through collaboration with Curve BKK and Stanley to create a lifestyle ecosystem aligned with the identities of High-Value Customers. The event includes activities that reflect the modern lifestyles of this customer segment.
Activities range from yoga classes, fitness sessions, and a Matcha 101 workshop to healthy food offerings, all designed to integrate the brand into customers’ real lives, not just showrooms or advertisements. A key aspect is showcasing the Mercedes-AMG lineup, including AMG G63 4x4, AMG CLE53, AMG GLE53, and AMG SL43. Rather than just displaying cars, AMG is presented as a lifestyle language that resonates with the mindset of new-generation customers who view luxury through experiences, self-care, and identity rather than status alone.
Mr. Papon added that when customers choose brands not only for products but for the feelings and experiences they provide, the CRM strategy focuses not merely on sales but on building long-term relationships, making the brand a part of every aspect of customers’ lives. This approach reflects the evolution of CRM in the luxury market.
Moving from Customer Management systems to a Customer Relationship Ecosystem emphasizing continuous experiences rather than occasional communication, the experiential marketing strategy involves collaboration with Curve BKK, a new-style fitness studio, and Stanley, a global lifestyle tumbler brand, to host the exclusive CRM event Refined Movement aimed at building strong bonds with High-Value Customers.
By integrating high-performance vehicles with premium lifestyles, the event elevates Brand Engagement and Customer Loyalty over the long term. The event reflects Mercedes-Benz’s brand DNA, which extends beyond vehicle performance to the quality of life of owners. Thanaburi Panich curated health lifestyle activities such as yoga and fitness classes alongside a Matcha 101 workshop.
Healthy food presentations further create a Holistic Lifestyle experience for customers in the product experience dimension. The event also showcased Mercedes-AMG vehicles including AMG G63 4x4, AMG CLE53, AMG GLE53, and AMG SL43, representing the brand’s Performance Luxury image clearly. This allowed customers close interaction with iconic vehicles and reinforced Mercedes-AMG’s positioning in the high-performance luxury car market.
Thanaburi Panich’s CRM strategy focuses on long-term customer relationships through experiences beyond vehicle ownership. Refined Movement extends from Product Experience to Lifestyle Experience, fostering deep brand attachment across all dimensions, a key element in today’s luxury car market.
The event also enhances Thanaburi Panich’s image as a leading Mercedes-Benz dealer emphasizing a Customer-Centric Strategy. The company currently operates four comprehensive showrooms and service centers at Lumpini, Ngamwongwan, Ratchadamnoen, and Bang Phlat, continuously upgrading service standards to build trust and maintain its premium car customer base.