how to present a brand that does not need presentations

Bentley: is the word enough? Almost certainly yes. These days, however, it is always useful to strengthen the identity of a brand. Even if very prestigious.

Like? Just take a jewel-theater in the heart of Milan, invite practically all the specialized and non-specialized press, exhibit a couple of cars outside, including the almost never seen Continental GTC Speed, show super movies and hold a conference-press conference. with the leader of Europe, Balazs Rooz, the marketing and communication manager, Amel Boubaaya, e the dealer principal for Italy, Ado Fassina.

Bentley Milano Showroom

The Continental GTC Speed ​​in front of the Teatro Gerolamo in Milan

And that’s not enough. Given that the occasion of the mini-road-show was the opening of the new store in Milan (2,300 square meters in total, including lounge, outdoor space and workshop in via GB Grassi), there was also a Bentley Night with top customers and the relevant prospectuses.

Luxury, craftsmanship, technology and sustainability

On the other hand, if the mid-2021 results were the best in 102 years of history (sales doubled compared to pre-Covid 2019 with 7,199 units and an operating profit of 178 million euros), it is clear that this strategy pays off. especially for a high-end luxury brand, which combines the craftsmanship excellence of the masters of Crewe (in the north of England, just south of Manchester) with a technological avant-garde that also derives from being part of the Volkswagen group (since since 1998).

Bentley Milano Showroom 1

The interior of the new Milan showroom

Certainly it is not just brand awareness that is the lever for success. For example, there is the Beyond 100 strategy, which, as Rooz recalled, aims to make Bentley the first luxury brand in terms of sustainability. For this reason, a reduction of at least 75% of the environmental impact in the production cycle is expected (with particular attention to materials and the supply of components). The first electric Bentley will be an SUV and will be ready in 2025, while hybrid versions of the Bentayga and the Flying Spur are on the way or already on the market.

Bentley Milano Showroom 2

A room in the new Milan store

By 2026 the range will be fully electrified and by 2030 only battery powered. But the British company does not neglect the development of renewable fuels. The other pillar of Bentley’s strategy is clearly attention to the customer, which for Rooz must be declined with the expression “future luxury”, a concentrate of immersive experience, transmission of brand values ​​(such as honesty and transparency) and the creation of an ecosystem that revolves around the brand.

Italy, a success story

Thanks to this mix, Bentley in Italy has practically tripled the volumes. Today it is present in Milan, Padua and Florence (70 dealers in 35 European markets), has a clientele “rejuvenated by 10-20 years compared to the past”, noted Fassina, “with a composite target ranging from entrepreneurs to personalities of the sport and entertainment “.

We sell about 80 Bentleys a year, and, considering an entry price for the Bentayga around 200 thousand euros (plus hyper-optional à gogo), it is not surprising that the brand of the “winged B” continues to take altitude.

Source: Italia – News by

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