Experiences beyond driving pleasure Passionate about sustainable client relations.

BMW has always been about joy. The kind of pleasure that creates an emotional bond; a bond that drives true customer loyalty. In this respect, the BMW driver is perhaps the most quintessential of brand ambassadors. Taking that bond, further strengthening it, and opening it up to the next generation has been our remit for BMW Belux since 2012. Because fostering genuine connection is what we do best.

With some 70% of decision-making based on emotion, we take BMW customers on the ride of their lives with our exclusive loyalty programmes and tailor made events.

We connect BMW Belux with its loyal fans. For real.


The most powerful club in the world.

A happy customer is your best ambassador. Nurturing an emotional connection with your brand far outweighs prospecting for new clients. Two simple understandings that have driven BMW to the global top when it comes to brand loyalty.

Our BMW Belux Loyalty Programmes such as BMW Pure Emotions deliver powerful live experiences and memorable rewards thanks to highly personalised communication. The platforms we have built and manage on behalf of BMW Belux are in fact so successful and highly appreciated that we are on a first name basis with many of the members. Because feeling valued starts with being heard.


Loyalty Programme growth
(up from 1,100 in 2012 to 10,100 in 2020)

+ 100

Live experiences a year


When sophisticated strategy meets innovation in motion.

Evolving from a product brand to an experiential brand and now a relationship brand takes a keen sense of strategy. Outdoing yourself at every turn means knowing your customer through and through. For close to a century BMW has been delivering sheer joy through unforgettable driving experiences. Our exclusive experiential marketing events serve to highlight the pleasure of luxury and innovation, of aesthetics and enjoyment. Because true luxury is not what you have, but what you experience.

27,000 BMW fans joined us at our 52 day pop-up on Knokke Beach. The venue comprised 900m2 of multifunctional space with a dedicated reception area, a restaurant for 120 diners, a beach-side lounge serving cocktails, tapas and light lunches, and an enclosed showroom featuring exclusive BMW models in avant-première.


‘Jan Fabre curated by Bozar’ was both a global and a Belgian premiere. An artistic experience that included a five-screen video installation and performance by Stella Höttler, and an ‘Art Car Collection’ curated by racing driver Hervé Poulain and personalised by leading artists such as Andy Warhol, Roy Lichtenstein, Ernst Fuchs, and David Hockney.  


Driving customer loyalty home.

Current affairs and analyses of online behaviour inspire a large part of the BMW Belux reward programme. Working with BMW Friends and corporate partners for exclusively tailored events opens up the channels of communication and allows us to truly get to know the BMW customer.

From the thrilling BMW M Fanday that saw owners take to the racetrack of Zolder to leisurely country drives down winding roads en route to Michelin starred restaurants, experience teaches us that anything linked to driving will be a roaring success. The Power of Choice is at the heart of these powerful live experiences.