The same craftsmanship that goes into each car has been applied to the new dealer CI. Bentley leather has been used for the seats and furniture and Bentley wood is even featured in its design, which was based on market research into many different retail environments, from other car manufacturers to designer fashion stores. This natural canvas help the model range stand out even further.
The site has ‘showroom hosts’ as opposed to salespeople and can display the whole model range with three derivatives, plus models available for customers and visitors to test drive.
Simpson said: “It wasn’t that we necessarily needed a new identity, our dealerships are already to a high standard. Even today, if a customer walks in to any one of our showrooms, they are to a high standard, but the brand is changing in terms of product, so we have to reflect that in our customer environment, which is why we’re now introducing this new CI.
“We were conscious to not lose sight of our 95 years’ heritage and to not forget where we have come from, while moving to this more contemporary phase of the brand.
“At the same time, due to the introduction of the new SUV, we have had to make sure that each of our dealer sites will be fully functional and have the space to accommodate the new model and the rest of the range – this has resulted in organising an extension with the dealership and making their existing site slightly bigger or them moving to a new location altogether.”
Bentley dealers funding CI investment themselves
Bentley dealers have all chosen to invest in the new identity without any financial aid from the manufacturer, a mark of the faith its dealer network has in the brand.
“There is no average spend for our dealers, as the costs will be dependent on the individual dealership requirements. They clearly see the value in the investment and many are actually using it as the catalyst to make further investments in facilities and staffing,” said Simpson.
“All of our dealers have seen the concept and are on board and excited. For them, more importantly, it’s about return on investment and with this new identity they see a return in certain areas. For example; the Mulliner area, where dealers can showcase the multitude of options available, making the most out of that customer experience, means our dealers will be able to make the most of that personable feeling.”
Bentley is also reviewing its naming strategy – whether its dealerships will have Bentley signage only or include dealer brands.
Tom Sohal - 21/04/2015 17:52
Looks like as refined and subtle environment to talk through the attributes of such fine products. I like it all, especially the mix of finishes and colours. I'd definitely welcome one in my home town - and I certainly don't say that about all the dealership concepts I see across the world!