Atkins Kroll BMW Guam hosts grand opening of new Retail.Next showroom

Distinguished guests prepare to cut the ribbon at the Atkins Kroll BMW Guam Retail.Next showroom in Tamuning on Nov. 6, 2026. From left to right: Irene Nikkein, Director of Sales, BMW Group Asia; Trina Cruz, AK Marketing and Brand Engagement Director; Speaker Frank F. Blas Jr.; Alex Hammett, SA&P Managing Director, Inchcape; René Gerhard, Managing Director, BMW Group Asia; Clark Boswell, VP & GM of Atkins Kroll; Lt. Gov. Elect EJ Calvo; Louise C. Rivera, Tamuning Mayor; Senator Jesse Lujan; Neil Paynter; and Jay Gozum.

Atkins Kroll BMW Guam officially celebrated the grand opening of its newly transformed showroom on November 6, 2026, marking a significant milestone in the evolution of luxury automotive retail in Guam. Designed around BMW Group’s future-focused concept, the facility reimagines the traditional dealership experience by placing customers at the center of every interaction. 

The grand opening welcomed community leaders, business partners, customers, and distinguished guests, including Speaker of the 38th Guam Legislature Frank F. Blas Jr. and Sentator Jesse Lujan, who presented a Certificate of Recognition commemorating the occasion. 

“The way customers engage with brands has changed, and our showrooms need to evolve with them,” said René Gerhard, Managing Director, BMW Group Asia. “With Retail.Next, we are creating more welcoming spaces that seamlessly bring together digital innovation, personal interaction and hospitality. As we continue the rollout around the world, we want our showrooms to be places customers genuinely enjoy spending time in, whether discovering a BMW, having a coffee or simply catching up on work. We are delighted to bring that experience to Guam,” added Gerhard. 

 The showroom renovation represents an investment of $1.6 million USD, reinforcing BMW Guam’s commitment to delivering a world-class customer experience while strengthening the BMW brand’s presence in Guam. 

“The opening of our new Retail.Next showroom represents the culmination of a tremendous collaborative effort between BMW Group Asia, and Atkins Kroll Guam,” said Clark Boswell, Vice President and General Manager of Atkins Kroll. 

“While our new showroom showcases the latest in BMW retail innovation, what makes it truly special is the opportunity it creates to strengthen relationships with our customers and community. We are excited to open our doors and begin this next chapter for BMW in Guam,” added Boswell. 

Upon entering the showroom, guests are greeted at the Welcome Stand, replacing the traditional reception desk with a more personal and engaging arrival experience. A featured BMW vehicle, illuminated with dedicated lighting, serves as the showroom centerpiece, while open Customer Consultation Stages provide inviting spaces for personalized vehicle discussions. 

At the heart of the showroom is the BMW Bar & Lounge, a hospitality-focused gathering space where guests can relax and enjoy refreshments. Dedicated Sales and Service Consultancy Lounges further enhance the experience by providing private spaces for more in-depth consultations. 

The showroom also features a Multifunctional Handover Bay, a space designed to transform vehicle deliveries into memorable experiences. The area serves as the starting point for new vehicle handovers, pre-owned vehicle deliveries, and test drives, reinforcing BMW’s focus on customer satisfaction at every stage of ownership. 

The new showroom embodies BMW Group’s vision of combining premium hospitality, innovative technology, and personalized engagement. Through thoughtfully designed customer touchpoints and integrated service experiences, the showroom reflects the brand’s commitment to nurturing long-term customer relationships while creating a destination where guests can connect with the BMW lifestyle. 

HONORING CHAMORRO CULTURE THROUGH ART 

A defining feature of the showroom is a bespoke artwork commissioned from CHamoru heritage artist Joey Certeza, grandson of the late master suruhåna Tan Pai. 

Serving as a cultural centerpiece within the facility, the artwork draws inspiration from Guam’s ancient navigators and voyagers. Through visual storytelling, it explores the exchange of knowledge, ideas, and resources across the Pacific while reflecting themes of innovation, craftsmanship, performance, and technology that closely align with the BMW brand. 

“The artwork gives the showroom a sense of place and reflects an important part of who we are in Guam,” said Clark Boswell, Vice President and General Manager of Atkins Kroll. “We wanted this to be more than simply a new BMW showroom. We wanted it to feel connected to the community we serve,” added Boswell. 

As Guam’s oldest corporation and a trusted partner to the community for more than a century. Atkins Kroll continues to invest in experiences that elevate customer service while honoring the island’s heritage and values. The new BMW Guam showroom represents the next chapter in that commitment, bringing global innovation and local identity together under one roof. 

Joey Certeza, CHamoru Heritage Artist, and grandson of the Late Master Healer Tan Pai Certeza stands in front of his artwork that can be seen upon entering the Retail.Next showroom. His artwork depicts the connection of CHamoru culture, Guam’s history, and the BMW brand. Certeza’s overall concept draws inspiration from Guam’s ancestors as navigators and voyagers, who crossed the ocean exchanging knowledge, ideas, and resources and creating strong foundations for their families and communities tying into BMW’s innovation, craftsmanship, performance, elegance, and technology.

GRAND OPENING & YEAR-END OFFERS 

To celebrate the grand opening and kick off its Year-End Sales Event, BMW is offering complimentary tire and wheel protection with every new BMW purchase through the end of the year. Customers who take a test drive will also have the chance to win round-trip travel. Three lucky winners will be selected at the end of the year.