“We try to give dealers a template in terms of events, social media campaigns and looking at the customer journey as a whole. We aren’t into doing big events or advertising – our customers like an individual approach. The social media aspect is more about brand messaging.”
The rise of PCPs – ‘a smart way to own a Bentley’
The majority of car manufacturers posted an increase in overall sales last year and Bentley Motors was no exception, with new car registrations up 19.6% year-on-year. Expectations for 2015 are for growth – the brand says it has no concerns around the upcoming election and is excited for the future.
“The new corporate identity comes at a time of growth anyway, but with our new SUV launching we are looking to maintain that sustained growth without losing the exclusivity of our brand – something we have spent so long building,” said Simpson.
“We don’t and will not get into pre-registering cars. We make sure we get demand for the car and our new SUV has brought new interest from new customers who have perhaps never had a Bentley before and probably never even considered one.
“We need to make the most of that and bring them into the Bentley family.”
Some 75% of Bentley’s customers currently buy on Personal Contract Purchase (PCP) finance agreements. Having only been introduced in 2012, this market has grown very quickly. Simpson said: “Bentley customers haven’t earned their money by being foolish with it. It’s a smart way to own a car and it’s working for the brand and our customers.”
Bentley has also focused on the pre-owned market; “We’re enjoying significant residual value increase on our cars that have been in the market for three years – seeing a strengthening of the product on the market is quite unusual for a manufacturer.
“It’s about managing the product into the market, to sustain growth and make sure the influencers and the people that are looking at the product understand what we are doing and that we are not distressing the market,” Simpson added.
Bentley would not elaborate on its future UK network plans, but it is opening flagship showrooms in major cities around the world, including Dubai, Beijing, Los Angeles and London. It will also open new sites in Morocco, Israel and Argentina this year.
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!