Bentley Motors Case Study

Challenge

Bring youthful energy to an aristocratic legend

Bentley’s longstanding pedigree as a super-luxury vehicle owned by established, refined, “old money” individuals was causing the emerging class of high wealth consumers to look past the brand when considering premium automobiles. Bentley needed to connect with this younger “modern luxury” class to build brand interest and affinity.

The Solve

Bentley’s desire to push limits matches its owners

Never settling for convention or measuring its performance against other manufacturers, Bentley’s always been about disregarding limits. The cars are built with unequaled style, craftsmanship and performance. Members of the new luxury class attack life the same way…their success comes from defying convention and continuously pursuing new levels of personal achievement.

Results

Laying the foundation for future success

• Campaign successfully driving higher volume of younger prospects to website, dealers
• Record sales growth (+28%), outperformed all super-luxury competitors
• Americas Region continues to be Bentley’s highest volume territory