Bentley’s marketing mix analyses the 4Ps of Bentley’s marketing strategy, which includes the product, price, place, and promotion of Bentley’s luxury vehicles. Bentley Motors is a British automobile organization that designs, creates, and manufactures luxury motorcars. W.O Bentley established Bentley Motors Limited on the iconic date, i.e., 18 January 1919, in a beautiful place in North London known as Cricklewood. However, the company is now headquartered in Crewe, England. The brand’s reputation for high-end motor cars is hand-built.
Bentley falls in the category of luxury cars for both the nouveau rich and the old aristocracy. Since it was first manufactured, owning a Bentley has been a matter of pride.
Some of its important competitors include:
- Type: Luxury car and SUV manufacturer
- Industry: Automotive
- Founded: 1919
- Founder: W. O. Bentley
- Headquarters: Crewe, England
- Area served: Worldwide
- Key people: Adrian Hallmark (Chairman) and Adrian Hallmark (CEO)
- Number of employees: 4,000
Table of Contents
Bentley Product Strategy
Bentley Models are usually assembled at the factory in Crewe, barring Continental Flying Spurs, which are made at a factory in Dresden, Germany. The bodies for some of the brand’s heritage and models, like Continental, are manufactured in Zwickau, Germany.
Bentley, a prestigious British automobile brand known for luxury and performance, offers potential customers a select but diverse product.
- Luxury Sedans: Bentley’s lineup includes high-end luxury sedans like the Bentley Flying Spur. These vehicles are known for their luxury, powerful performance, and advanced technology, catering to an elite clientele.
- Luxury SUVs: The Bentley Bentayga represents the brand’s foray into the luxury SUV market. It combines the comfort and space of an SUV with the performance and luxury Bentley is known for.
- Grand Tourers: Bentley offers grand touring cars, notably the Continental GT. These cars blend luxury with high performance and are designed for long-distance, comfortable, and stylish travel.
- Convertible Models: Bentley also produces convertible variants of its models, like the Continental GT Convertible, offering the same luxury and performance with an open-top experience.
- Customization and Bespoke Services: Bentley offers extensive customization options through its Mulliner division. Customers can personalize their vehicles to an extraordinary degree, including custom colors, materials, and handcrafted details.
- Limited Edition and Special Models: Occasionally, Bentley releases limited edition models or special versions of their cars, which often feature unique design elements and enhanced performance characteristics.
- Hybrid Models: Bentley has started introducing hybrid models, such as the Bentayga Hybrid, combining luxury motoring with more environmentally conscious driving.
Bentley’s product mix, while focused on a smaller range of models compared to mass-market manufacturers, is rich in unparalleled luxury and customization options, catering to the high-end luxury segment of the automobile market.
Bentley Place Strategy
The majority of Bentley models are produced at the Crewe factory in the UK.
It is sold in countries in the USA, Canada, UAE, Japan, and Australia, with China being a major buyer of Bentley cars till 2012. Bentley has 12 car models available in India. Of the 12, 11 are sedans, and one is an SUV.
Out of the brand value of the Bentleys manufactured, 85 % is exported around the world. This indicates that there is high demand for these ultra-luxury cars. Bentley cars are sold via franchised dealers all around the world.
Here’s the Place Strategy of Bentley:
- Exclusive Dealership Network: Bentley operates through an entire network of dealerships located in key markets worldwide. These dealerships are strategically placed in affluent areas and major cities to cater to the brand’s elite clientele.
- Bespoke Showrooms and Boutiques: Bentley and boutiques are designed to reflect the brand’s luxury and exclusivity. They provide a premium buying experience, with showrooms often featuring custom design elements and personalized services.
- Global but Selective Presence: While Bentley has a global presence, it maintains a selective approach to its dealership locations. The brand focuses on markets with a high concentration of luxury consumers, such as major cities in Europe, North America, the Middle East, and parts of Asia.
- Online and Digital Platforms: Bentley embraces digital marketing and customer engagement platforms. While the purchase process remains predominantly in-person due to the nature of the product, the brand utilizes its online presence for brand building and initial customer interactions.
- Customer Events and Experiences: Bentley hosts exclusive events and experiences for potential and existing customers. These events serve as an opportunity to showcase new models and build customer relationships, reinforcing the brand’s image of luxury and exclusivity.
Bentley Pricing Strategy
Bentley cars are ultra-high-end luxurious cars targeted at the affluent section of society. The high price is because they are manufactured by hand, which requires extreme craftsmanship and very high-quality materials. These laborers are also highly paid due to the skilled nature of their work. The fact that it is an exclusive car not produced in mass numbers also contributes to its high price.
- Premium Pricing Strategy: Bentley adheres to a premium pricing model, setting prices significantly higher than mainstream automotive brands. This strategy aligns with the brand’s luxury positioning, ensuring that owning a Bentley is perceived as a symbol of status and exclusivity.
- Value-Based Pricing: Bentley’s pricing is not just about cost but the value derived from unparalleled craftsmanship, bespoke customization, advanced technology, and superior performance. The brand emphasizes the exceptional quality and personalized experience each vehicle offers, justifying its high price point.
- Customization and Personalization Costs: A significant aspect of Bentley’s pricing strategy is the additional cost for customization and personalization through their Mulliner division. Customers can opt for unique features and bespoke elements, which add to the overall price, reflecting the individuality and exclusivity of each vehicle.
- Market-Dependent Pricing: Bentley’s pricing varies across different markets, considering local taxes, import duties, and market demand. This approach ensures competitive positioning in various regions while accommodating the economic factors of each market.
- Dynamic Pricing for Limited Editions: Bentley may employ an active pricing strategy for limited edition models or special releases. These models, often produced in limited numbers, are priced higher due to their exclusivity and unique features.
- Price as a Reflection of Brand Image: Bentley’s pricing strategy reinforces its brand image as a purveyor of luxury and exclusivity. The high price point is integral to maintaining the brand’s cachet and appeal to its elite target market.
Bentley Promotion Strategy
Bentley advertises its car with innovative marketing strategies and schemes. When it started with the production of the Bentayga SUV, a much-awaited new model here, it started marketing it by printing the official URL on a few hidden test cars. This innovative method ensured that it got maximum coverage in the press.
However, Bentley believes in maintaining the exclusivity and integrity of its brand. It does not believe in aggressively selling its cars without actual demand. Given the brand’s commitment to this stand, it has even tolerated a fall in its sales during the economic downturn.
Some Recent Video ads and Print ads of Bentley are:
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