Chapter 7

3687 words 15 pages
Company Case: Bentley Motors: Differentiation and Positioning in International Market

The mission of Bentley Motors, the definitive British luxury car company, to produce best cars in their class, has remained unchanged since it was expressed eloquently by its founder Walter Owen Bentley in London in 1919. Located in Crewe, England, since 1946 and owned since 1998 by Volkswagen AG, Bentley Motors is an international company developing and crafting one of the world’s most desirable luxury cars.

There are many unmistakable characteristics that define a Bentley – distinctive design, handcrafted luxury, supreme comfort, ultimate performance, and a refined and exhilarating driving experience. Yet it is the company’s brand imaging through
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It focuses on the emotional benefits of its cars and has stayed true to this proposition through an integrated, high-touch differentiation and positioning program tailored to the carefully defined well-to-do group in each of its markets.

Bentley offers an exclusive collection of limited non-motoring products produced under license from its equally exclusive partners. Ettinger for Bentley offers luxury leather travel products in vibrant colors from the Bentley color palette, hand-stitched in England from Bentley’s own hides. Through Estede, Bentley offers a limited edition, high-end range of sunglasses and ophthalmic frames featuring the famous winged B emblem and presented in a Bentley leather presentation box. Through Zai, a Swiss maker of luxury ski equipment known for its craft and exclusivity, Bentley offers innovative ski products handmade in Switzerland with support from the Bentley Styling Studio in England.

Bentley has also teamed up with luxury hospitality brands to reinforce its value proposition through Bentley Places that embody the values and the spirit of Bentley around the world. The Bentley Room at London’s Mosimann’s is an inimitably British blend of style and tradition with a dash of Bentley décor and detailing. The dining room was designed by Caulder Moore, who also designed the Bentley Living Room at the company’s headquarters in Crewe. The Bentley Suite at


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