Bentley Motors announces global dealership overhaul

Middle East: Bentley Motors has announced plans to transform its dealership partners across the marketing mix, which will help the brand evolve and transform its entire marketing communications strategy as it prepares to electrify its product portfolio by 2030 and diversify its offerings to be one of the world’s most recognized luxury brands.

Bentley Motors has announced its strategy Beyond100 in 2020 – reinventing every aspect of its business, becoming an end-to-end carbon neutral enterprise and one of the world’s leading luxury lifestyle brands.

While Performance Communications remains Bentley’s PR agency in the Middle East, Africa and India, the appointment of a new leading global agency partner for creative and strategic marketing communications is the latest phase of this innovative program and includes the evolution of its first digital strategy. , paving the way for Web 3.0.

Stephen de Bloy, Director of Strategy, Product and Marketing said: “This announcement marks an exciting new phase in our Beyond100 strategy, which will transform every aspect of Bentley Motors’ business as we enter our second century as a global luxury brand.

“Our approach to marketing is at the center of our transformation; we are thrilled to have new partners to drive our progress. Our plans go far beyond our products, to reach innovative brand extensions and exciting partnerships. It will also put people at the front and center of our communications to engage new audiences as we move toward becoming a model. Totally sustainable and ethical for modern luxury.”

As Bentley’s lead creative and strategic partner, Interpublic Group through Open Architecture iX offerings, with McCann Worldwide as the agency’s lead partner, will be responsible for delivering strategic communications planning, creative development – including branding campaigns and product launches – as well as production and narrative assets Business stories and social and digital marketing revitalization.

Christoph Hohmann, Head of Brand Communications said: “Their open architectural approach, wide range of best-in-class disciplines, and geographical spread create a compelling proposition and meet the multifaceted demands of modern marketing to further develop one of the world’s most popular luxury brands to include areas of as diverse as sustainable architecture (eg Bentley Residences Miami), interior design, furniture, luxury goods, philanthropy, and digital offerings including NFTs.”

This follows the appointment of Set Creative, the new experimental partner who will lead the development of Bentley’s global luxury brand experience strategy.

Simon + Simon, a global PR agency specializing in luxury lifestyle communications, will work with the communications team at Bentley to deliver strategic and creative relationships with non-automated media, influencers and wealthy communities. Their strong expertise in the luxury automobile sector will support Bentley’s growing focus on reaching new audiences through acquired media.

“The dealership teams have demonstrated a deep understanding of the automotive industry as well as luxury brands and customer behavior – not to mention great experience delivering innovative and creative marketing programmes. We truly look forward to working with them during this very exciting time in developing our brand and believe they are the right partner to support our bold new direction. ‘ De Bloy concluded.

More information on Bentley Motors’ strategy beyond100 can be found here:

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About Bentley Motors

Bentley Motors is the world’s most sought-after luxury car brand. The company’s headquarters in Crewe is home to all of its operations including design, research and development, engineering and production for the company’s five model lines, the Continental GT, Continental GT Convertible, Flying Spur, Bentayga and Bentayga EWB. The combination of meticulous craftsmanship, using generational skills, combined with engineering expertise and cutting-edge technology, is unique to UK luxury car brands such as Bentley. It is also an example of high-value British manufacturing at its finest. Bentley employs about 4,000 people in Crewe.

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