Exclusive drives, members-only track days, special events: What BMW’s most discerning owners enjoy

True luxury in automotive ownership is defined by exceptional experiences rather than mere possession.

BMW Eurokars Auto exemplifies this understanding through carefully curated adventures for their select customers, who are part of the BMW Excellence Club.

Jerrica Chooi experienced this first-hand last August, when she was invited to drive a range of BMW models, including the performance variants, through the pristine snow-capped terrain of New Zealand’s Southern Alps – where precision performance and natural grandeur created an unforgettable journey.

“The BMW M Snow & Ice Drive Experience was truly unforgettable… it offered the perfect mix of adrenaline, precision and luxury. Driving BMW’s high-performance models on snow and ice pushed the limits of control and skill,” shares the 50-year-old country holding officer of engineering company ABB in Singapore. Her daily drive is an all-electric BMW iX.

“Expert guidance, outstanding hospitality and the opportunity to connect with fellow enthusiasts from Australia and New Zealand added a great sense of camaraderie. With breathtaking scenery, world-class vehicles and an unmatched experience, this stood in a league of its own.”

For another BMW Eurokars Auto customer Lim Yong Foo, his memorable moment came during 7 Senses by BMW, a luxury event held in May last year that featured immersive experiences designed to engage all seven senses.

The director of a rubber seal manufacturing firm, who is in his 60s, says: “From the moment I was chauffeured in the luxurious BMW 7 Series to reaching the enchanting black-and-white colonial house at 7 Adam Park, the evening was a seamless blend of elegance and sensory delight.”

The long-time BMW supporter, also a BMW 7 Series owner, particularly enjoyed crafting his own perfume with Scent by Six – a concoction that truly resonated with his personality – as well as a typewritten haiku session.

“Exploring BMW’s latest technologies through augmented reality was both informative and futuristic. The highlight was the seven-course culinary journey, where each dish was a masterpiece. The evening was a testament to BMW’s commitment to luxury and innovation,” shares the BMW aficionado, who counts the BMW 7 Series and multiple BMW M models in his garage.

Such experiences – and more – are par for the course for those who appreciate nothing less than the best, just like Ms Chooi and Mr Lim, who are members of the BMW Excellence Club.

A lifestyle of distinction

Owners of the BMW Grand Klasse Luxury models – the BMW 7 Series, 8 Series and XM – are recognised with instant access to the world of prestige through the BMW Excellence Club.

The club ensures that excellence extends beyond its members’ cars to their lifestyle. As part of this elite circle, members gain access to privileges tailored to elevate their lifestyle.

These benefits include exquisite fine dining engagements; members-only track days; exclusive drives; networking opportunities; and access to premier lifestyle events.

Each engagement is meticulously designed to bring together individuals who share a passion for excellence, creating connections that go beyond the road.

Mr Paul Ng, a long-time customer of BMW Eurokars Auto, says: “The best part of being part of the BMW Excellence Club is meeting a group of like-minded peers, many of whom share a passion for motoring, among many others, with me.”

The managing director of a construction firm, who is in his 50s, owns several BMW cars, including the 7 Series sedan. “Attending the events feels like a meeting with good friends and school mates and I truly enjoy that,” he adds.

But luxury isn’t limited to moments; it is reflected in consistent service and excellence too.

Members can also look forward to bespoke concierge services and priority servicing benefits, including personal vehicle collection and drop-offs.

They will also enjoy extended warranties and dedicated vehicle spa treatments to keep their BMW as immaculate as the day it was first driven home.

Step into the world of BMW luxury

Located at 11 Kung Chong Road, the BMW Eurokars Experience Centre spans nearly 800 sq m and serves as a hub for customers to explore the top-of-the-line models such as the BMW 7 Series, 8 Series and BMW M cars.

Designed to reflect BMW’s service standards, the Experience Centre integrates the BMW Retail.Next concept, combining digital technology with a modern showroom layout.

At the BMW Eurokars Flagship Centre, which is located at 29 Leng Kee Road – a short five minutes’ drive from the Experience Centre – it spans six floors and includes a showroom, office spaces and an authorised service centre.

It also boasts the BMW Retail.Next concept that promises top-notch service – online or offline.

At both facilities, BMW Eurokars Auto customers can explore their favourite cars using BMW’s Emotional Virtual Experience, a 3D-rendering software that provides an immersive look at the entire range.

Entering the world of automotive luxury

Owning a BMW Grand Klasse Luxury model – the BMW 7 Series, the BMW 8 Series and the BMW XM – is more than just a choice of transportation.

It is a philosophy, a way of life and an entry into the BMW Excellence Club, an exclusive ecosystem where innovation, prestige and privilege converge.

To join this elite world, consider these BMW Grand Klasse Luxury models: the BMW 735i, the BMW i7 and the BMW XM.

The BMW 735i embodies the finest traditions of grand touring. Iconic Glow crystal headlights with Swarovski crystal elements radiate personality, while a refined 3.0-litre TwinPower Turbo inline-six engine with 272 hp and 400 Nm of torque brings the requisite dynamism to make every ride exceptional.

The BMW i7 stands as the German automaker’s pinnacle of electric luxury, blending innovation with refinement.

Its dual-motor setup delivers 544 horsepower, allowing it to accelerate from zero to 100 kmh in merely 4.7 seconds. Inside, features like the BMW Theatre Screen and Executive Lounge Seating elevate comfort, redefining premium electric mobility.

Lastly, the BMW XM impresses as BMW M’s first high-performance plug-in hybrid sports utility vehicle, merging brute power with electrification. Its 4.4-litre V8 M Hybrid engine delivers a staggering 653 hp and 800 Nm of torque, propelling it from zero to 100 kmh in just 4.3 seconds.

With a bold, sculpted design, illuminated kidney grille and distinctive 23-inch wheels, few can match its ability to command attention wherever it goes.

Explore the entire range of BMW cars, including the 7 Series, 8 Series, XM and M models in person at BMW Eurokars Flagship Centre at 29 Leng Kee Road and BMW Eurokars Experience Centre at 11 Kung Chong Road. Learn more about the BMW Excellence Club here.