Thonburi Phanich uses Sport Community Marketing to build strong bonds with Mercedes-Benz customers through MercedesTrophy 2026, highlighting golf as a strategic platform that links luxury and New Wealth clientele by creating community, experience, and long-term brand loyalty.
Ms. Narin Sasipiboon, General Manager of Marketing and Customer Relations at Thonburi Phanich Co., Ltd., said that luxury consumer behavior has changed significantly, especially among Young Affluent and New Wealth groups who have grown up with a digital lifestyle and global culture.
This shift means brand choice decisions no longer depend solely on product quality but also on experiences, relationships, and the feeling of belonging to a community that reflects one’s identity and lifestyle.
"Competition among luxury brands today is not just about selling products but about the ability to create an ecosystem that keeps customers continuously connected to the brand, even when they are not at the showroom or deciding on a new car purchase," she explained.
With this in mind, Thonburi Phanich developed MercedesTrophy 2026 to be more than a golf competition; it serves as a strategic platform to build a sport community of Mercedes-Benz customers by using golf—a key passion point for luxury clients—as the starting point to deepen brand-customer relationships and connect customers through shared experiences.
For Thonburi Phanich, golf is not just a sport but a space that brings together people with shared lifestyles, interests, and values, making it the foundation for building a strong community that leads to long-term relationships between customers and the brand.
The MercedesTrophy 2026 by Thonburi Phanich is designed to be more than a sports competition; it is a space for networking, experience exchange, and engagement among Mercedes-Benz customers through activities that reflect the brand’s values in lifestyle, excellence, and shared community experiences.
The event was honored by the presence of Grace-Kanklao Duaysienklao, who enlivened the Dinner Experience segment, adding joy and memorable moments for attendees, embodying Thonburi Phanich’s focus on designing brand experiences that integrate sport, entertainment, and lifestyle to create meaningful memories shared between customers and the brand.
Ms. Narin added that brand loyalty today arises not just from product features but from the experiences customers have throughout their relationship with the brand. Creating memorable moments through quality activities is a key strategy to build emotional connections and foster long-term brand loyalty.
This year, MercedesTrophy 2026 offers a world-class experience to participants, with the final round winner earning the opportunity to attend The Open Championship 2027 at St Andrews in Scotland, the legendary golf course known as the Home of Golf.
Simultaneously, Thonburi Phanich presented a Hole-in-One prize during the qualifying rounds: the latest Mercedes-Benz CLA 250+ model, adding a special touch to the competition and enhancing memorable experiences for participants, aligning with the brand’s concept of delivering meaningful experiences at every brand touchpoint.
The success of MercedesTrophy 2026 by Thonburi Phanich also stems from collaboration with leading partners across various industries who share the vision of delivering valuable experiences to attendees. Supporters include Samitivej Hospital, Viriyah Insurance, HiSoParty, Curve BKK, Paak, UDrink I Drive, Scenario, and The Player Club, all providing exclusive privileges, awards, and experiences that enrich the event.
Ms. Narin said building a strong community today cannot be achieved by a brand alone but requires cooperation from partners who understand customers similarly to create an ecosystem delivering comprehensive value and lifestyle-aligned experiences.
"We believe that good experiences are the foundation of lasting relationships. Strong partners contributing to each event not only elevate quality but also create impressions, deepen connections, and foster long-term brand loyalty," she emphasized.
Moreover, Thonburi Phanich plans to expand its Sport Community Marketing concept through activities linked to customers’ interests and lifestyles across multiple dimensions, including sports experiences, motorsport activities, entertainment experiences, and luxury travel programs, to continuously facilitate meetings, experience exchanges, and relationship-building among Mercedes-Benz customers throughout the year.
"We believe brand loyalty does not begin on the day customers decide to buy a car but from every experience they have after becoming part of the brand. That is why we continue to prioritize community building and designing meaningful experiences in every activity we organize," she said.
Currently, Thonburi Phanich serves customers through a network of four comprehensive showrooms and service centers in Lumpini, Ngamwongwan, Ratchadamnoen, and Bang Phlat, continuing its commitment to delivering luxury experiences that cover sales, service, and activities in sport, motorsport, entertainment, and luxury travel to build long-term relationships with Mercedes-Benz customers across generations and reaffirm the brand’s role alongside customers throughout their lives.