Thonburi Panich advances its Customer Experience strategy through Motorsport Lifestyle Experience, enhancing Customer Engagement and connecting customers through the world of motorsports, building on its community to foster long-term relationships with Mercedes-Benz customers.
Thonburi Panich Co., Ltd., the official Mercedes-Benz car dealer in Thailand, is driving its Customer Experience strategy through the Motorsport Lifestyle Experience concept, using motorsport activities as a key platform to create Customer Engagement and connect customers with shared interests, while developing a community of speed enthusiasts to build long-term relationships between the brand and customers across all lifestyle dimensions.
Amid the global rise of Formula 1 as more than just a sports competition—becoming part of contemporary culture linking fashion, travel, entertainment, and lifestyle—Thonburi Panich sees an opportunity to turn this interest into valuable experiences for customers, using Formula 1 as a starting point to build ongoing engagement and relationships between the brand and its customers.
Mr. Papon Wiriyapan, Chairman of Thonburi Panich Co., Ltd., stated that today’s luxury car market competes beyond product quality and after-sales service; customers expect experiences that reflect their own interests and lifestyles.
Thonburi Panich therefore prioritizes continuously developing Customer Experience by using platforms where customers share passions as a starting point for building Customer Engagement and community, believing that a strong relationship between brand and customer arises from valuable shared experiences—not just at vehicle delivery but throughout the entire ownership period of a Mercedes-Benz.
At the event, participants watched a live broadcast of a Formula 1 race and listened to expert motorsport analysts who provided in-depth perspectives on race strategies, technology, and behind-the-scenes insights from world-class teams, concluding the evening with an exclusive mini-concert by Oat Pramote to enrich the atmosphere of meeting, experience exchange, and community bonding.
Beyond Motorsport Lifestyle Experience activities, Thonburi Panich is extending its Customer Experience strategy through LOM CLUB, a community for health enthusiasts that combines Sport and Wellness Lifestyle concepts via activities promoting exercise, health care, and balanced living, providing members a space to meet, share experiences, and build networks with like-minded lifestyles.
The development of platforms like Motorsport Lifestyle Experience and LOM CLUB reflects Thonburi Panich’s business approach to elevate its role from a Mercedes-Benz car dealer to a creator of experiences and community, connecting customers through shared interests and lifestyles, with Customer Experience at the core of building Customer Engagement and long-term brand-customer relationships.
Currently, Thonburi Panich Co., Ltd. serves Mercedes-Benz customers through four comprehensive showrooms and service centers—Lumpini, Ngamwongwan, Ratchadamnoen, and Bang Phlat—and continues to develop Customer Experience platforms to deliver value beyond car sales and create experiences that meet customers’ lifestyle needs in every dimension.
Experience the Honda E-Clutch Honda BigBike invites riders to experience a new era of manual transmission through the Honda E-Clutch motorcycle line in the 650 and 500 cc segments, featuring the Honda CBR650R E-Clutch sportbike with a 4-cylinder engine as a highlight, blending the excitement of manual gear shifting with Electronic Clutch technology for smoother, more confident, and easier riding, while promoting The 4 Exclusive Experience activities to showcase Honda E-Clutch on real roads across four routes in Thailand.
The Honda E-Clutch was developed to enhance the manual motorcycle experience to meet the needs of modern riders, with the Honda CBR650R E-Clutch as the flagship model reflecting this technology’s character—sporty riding feel, acceleration, engine sound, and smoothness across all speed ranges.
The Honda CBR650R E-Clutch’s key feature is combining the distinctive 4-cylinder engine with Electronic Clutch technology that controls clutch operation at critical moments—starting, shifting gears, and stopping—while the rider still chooses gear change timing manually, making manual riding smoother, more confident, and retaining the fun of full control.
Working with Honda E-Clutch, the Honda CBR650R’s character is elevated for easier use across racing circuits, city riding, long-distance travel, and real-road trips, while maintaining the full sporty excitement of the CBR line. Meanwhile, the 500 cc Honda E-Clutch lineup offers options for riders wanting easy, agile control and versatility.
Honda BigBike plans to showcase the Honda CBR650R E-Clutch and Honda E-Clutch lineup on real roads through The 4 Exclusive Experience event, taking riders on four routes across Thailand together with leading motorcycle influencers, to present a new manual era reflecting technology, performance, confidence, and the fun of manual gear motorcycles, covering these routes:
Western Region, 9–13 July 2026: Kanchanaburi–Kaeng Krachan–Sam Roi Yot–Hua Hin
Northern Region, 16–20 July 2026: Phitsanulok–Nan–Sapan–Chiang Rai
Northeastern Region, 28 July–1 August 2026: Korat–Phetchabun–Chaiyaphum–Ubon Ratchathani
Southern Region, 6–10 August 2026: Surat Thani–Phuket–Hat Yai
The 4 Exclusive Experience activities will begin on 9 July 2026, inviting interested participants to follow the journeys across all four routes in Thailand and experience the capabilities of Honda E-Clutch on real roads together.