Redefining the luxury automotive experience
The Bentley name is synonymous with British automotive heritage. But the segment of ultra-high-net-worth individuals buying premium cars is changing. To grow Bentley’s brand engagement in new markets, they needed to better understand and communicate with emerging consumers that did not necessarily care about its history.
Using consumer insights, we found that these new customers are more interested in luxury experiences, than the speed or performance of their cars. At the same time, we conducted a global brand research audit of automotive retail experiences which showed that no matter where you are on the price spectrum, all were broadly the same transactional environments, without any real effort to create enhanced experiences.
Drawing inspiration from other luxury brands like Louis Vuitton and Rolex, we transformed Bentley’s brand experience. Our brand strategy positioned Bentley away from the crowded automobile market, elevating the environmental design of their showrooms and motor show stands for the modern luxury customer. Through this, Bentley found new confidence to extend their customer engagement and product profile, creating a range of luxury handbags and innovative custom features, opening new conversations with different high net worth customers.
