Bentley Motors is a world-renowned manufacturer of British sedans and SUVs. It has a very rich history in the car industry, starting from being founded in 1919 by H. M. Bentley and currently a subsidiary of the company Volkswagen AG. Let us take a look at fundamentals of digital marketing answers and what are the general marketing strategies of Bentley to stay its course as one of the leading luxury car brands in the world.
Targeting And Positioning
The focus of Bentley has remained unchanged throughout the years. Their selected targets and product positioning have catered to willing customers that see their cars as a sense of life satisfaction and pride. The strategy of segmentation makes their productivity more distinct and the goals are more specified.
With a history of over a century, Bentley has been producing plenty of iconic luxury vehicles and historic sports-racing cars. The company has been under multiple umbrellas, from Rolls-Royce in 1931, then to Vickers PLC in 1980, and finally to Volkswagen in 1998. Its product portfolio is so extensive in its own branding alone and the co-independence with Volkswagen only improves the efficient ecosystem.
The BCG Matrix is a tool used by most companies to identify products that perform well in the market. For Bentley, two segments have many products that are very much identifiable in the tool. In the company’s sedan segment, there are products like Flying Spur, Mulsanne, and Continental GT while for the SUV segment, there is the Bentayga.
The increase in sales of Bentley products are not only due to their distributors but also resellers and e-commerce sites. In 2016, there are 11,023 vehicles being delivered to customers compared to the 10,100 in 2015. A large chunk of the success is because of the introduction of Bentayga.
Hollywood films utilize product placements on their scenes and Bentley cars are often used in action sequences. Aside from that subtle type of advertisement, Bentley also ventured on semi-major sport-racing events. This brand promotion highlights the extent of the technology and performance of Bentley cars.
In the market of luxury cars, Bentley holds a 37 percent share last 2016 in terms of overall vehicles sold. Half of that is because of the deliveries in Europe, 25 percent is due to the activities in North America and the remaining is for the Asian countries. Competition-wise, Bentley clearly holds its own against other brands of the highest quality.
With the ever-growing modernization, change of lifestyle is inevitable and that includes the taste of cars. There is a 17-percent increase in the demand for luxury cars, with China as the one leading the demand for the market. However, there will always be unexpected factors that might change the positive numbers such as developments in technology, trust in suppliers, and the ongoing pandemic.
Bentley’s customers comprise billionaires around the age of 40 to 60 years old. Even a person without a digital marketer certification can tell that cars built for luxury are meant for the luxurious only.
The marketing strategy of Bentley can be simplified as ‘reliant’ to its traditional ways. They have always been a maker of luxury cars and their quality, for how many decades, is expected to be that high due to the clientele. Whatever lies in the future, as long as Bentley can adapt without changing much their core identity, then this company might be standing for a very long time.