Great expectations: Worldwide Dealer Confer-ence inspires with message

of pride in the brand.

On 8 April, following closely on the heels of the Worldwide Dealer Con-ference, the Flying Spur dealer training programme kicked into action. This is a huge operation. Logistically it dwarfs even the Worldwide Dealer Confer-ence itself. The initial plan was for 270 participants, but there was so much demand from the dealers that an ex-tra wave was scheduled, making it 300 dealer colleagues in 10 waves over three weeks. It is a big challenge for

Helen Judson, Head of Dealer Academy, and her team. But as she told us, this is not like training sales-men to sell

computers. The excitement around the new Flying Spur makes the job, if not easy, very fulfilling. The dealers are all car lovers and they appreciate the amazing achievement that is the Flying Spur. The trainers are not like teach-ers drumming facts into the heads of their students. A large part of the two days that each group spends in training is spent meeting the product manag-ers, designers, and all the other people who have been dreaming about and working on the Flying Spur since its initial conception 54 months ago. Al-though the training does have a factual content, communicating the passion and vision of the creators of the Flying Spur and the craftsmanship and com-mitment of the colleagues building the car, is central to the training process. The Flying Spur itself embodies the spirit of the brand, but a visit to the factory really brings home why Bentley is different from, and stands above, the premium brands. It reminds us all that we are part of something unique.

More on pages 3 & 5

DeALer mArkeTIng neWS

ISSue

may 2013 I Crewe

the scent of luxury

pArTnerSHIp WITH CrySTAL mAnuFACTurer LALIque. page 7

the case for quality

DeSIgnIng prODuCTIOn prOCeSSeS AnD DeALer TrAInIng. page 3

The considerable excitement that surrounded the launch of the new Flying Spur had barely begun to subside when the factory in Crewe

threw open its gates for the Worldwide Deal-er Conference.

Dr Wolfgang Schreiber and the team at Crewe congratulated and thanked dealers for the resounding successes of 2012, and wel-comed them into an atmosphere brimming with confidence and pride.

everyone in the Bentley family had great expectations for the day, and no one was disappointed. The colleagues at Crewe shared an inspiring message of belief in the further strengthening of Bentley as a major luxury

brand. Dealers from around the world wel-comed assurance that Bentley is focusing on their needs and continuing to invest time and money in innovative new products, effective marketing tools and the further development of our powerful brand identity.

The dealer conference was marked by a profound sense of being together in an excit-ing venture and at the beginning of another great year. This was reinforced by the board members who took the stage to express their commitment to developing the market, and stress Bentley’s objective of becoming, as kevin rose put it, “the number one luxury car brand in the world.”

More on page 2

training

up TO SpeeD On THe FLyIng Spur

no. 3

How to position the new Flying Spur. page 4

competitor landscape

We HAve Huge AmBITIOnS

TO Be THe numBer One

Luxury CAr BrAnD

In THe WOrLD.

Kevin rosemember of the boarD for

SaleS, marketinG & afterSaleS

Pride and confidence

Worldwide Dealer Conference

AwArd

continental Gt car of the year

May 2013 I Crewe02

neWS froM creWe

Worldwide Dealer conference“Bentley is more than just a car maker” – Stefan Büscher

the Worldwide Dealer conference was a reminder for both the deal-ers and the colleagues from crewe, that being part of Bentley is to be a

member of a very special club. it is to be part of a legendary brand, making exclusive hand-made cars, sold by a select circle of dealers to an elite group of customers. Going around the factory and driving the new flying Spur nobody needed convincing that Bentley is a major luxury brand.

the theme of Bentley as a leading luxury brand was central in the course of the three-day conference. Kevin rose stated that the big picture of the brand is vital – it tells us what our products should be like, and it also helps us decide how we should treat our custom-ers and what kind of marketing we should do, but beyond that we still need to look at our organisation. “We have very good sales and af-

Pre-owned: cars with durable desirability

as Kevin rose said at the confer-ence, the policy of taking pre-owned Bentleys as a trade-in for a new model is either a big

problem or a big opportunity. the thought of having old stock cluttering showrooms makes any dealer nervous.

But as the figures on the right show, the supply and demand situation, if managed properly, could create very large revenues.

Bentleys are not ordinary cars. as high-end luxury products they have “durable desirability”.

More than 80 percent of all Bentleys ever made are still on the road. they are possessions like luxury watches that are passed on and always enjoyed. irrespective of whether they are new or pre-owned, Bentleys are bought by well-off people who are passionate about them and who are prepared to lavish love and money to buy them, maintain them, improve them or restore them. this customer behaviour pro-vides great opportunities for both Bentley and the dealers. the sale of a pre-owned

tersales teams all over the world, but the sales process needs to be more consistent and measured – we need a global approach.” Ste-fan Büscher reiterated this, pointing out that changes in the luxury market and new digital marketing possibilities, together with insights from the luxury Vehicle Study, have shown that “if we are to achieve our ambitious aims for Beyond 2018 we need to change the way we present ourselves to the world.”

Speed painting:Artist Brian Olsen

created a picture of the Flying B, which

was then auctioned for charity.

Supply And

deMAnd

158 dealer delegates47 regional hosts600,000 kilometers total distance travelled by delegates coming to the conference£20,000 raised for nSPcc (children’s charity)

270,000 people searched the Bentley website last year looking for a pre-owned Bentley700 pre-owned Bentleys are in stock worldwide84,970 Bentleys are registered around the worldthe average sale value of a pre-owned Bentley is about five times the new price of an average family sedan from a volume brand

the new showroom concept and also to get hands-on experience of the new products and marketing materials.

after the hard work of absorbing informa-tion, both the Wednesday evening events at the hilton hotel and the concorde gala din-ner on thursday evening allowed the assem-bled Bentley girls and boys the chance to relax and concentrate on the essential activities of meeting colleagues and making friends and contacts across the whole Bentley network.

the last day of the conference continued with breakout sessions, a final presentation and then a big thank you for all the colleagues and delegates who had contributed to what was an extremely successful event. the feeling at the end was not so much satisfaction with a job well done, but the sense of antici-pation that accompanies the start of a new and exciting journey.

in the breakout sessions the dealers had an opportunity to go into the themes of crM more deeply, talk about motorsport, see

Bentley will be featured in a special 24-page “new luxury” supplement to ap-pear in the June issue of GQ magazine in the UK, Germany, the US, and china.

Says andrew roberts, head of Brand communi-cations at Bentley: “this partnership with GQ will put the Bentley into a more contem-porary context and tell the rich story of our incredible brand

to the growing number of new luxury customers. it leverages the style con-sciousness of GQ’s readership around the globe, while at the same time max-imising the impact of the content and assets we have produced.” a stylish film around the commissioning process and other content, including social me-dia links, has been prepared for online distribution on GQ.com. the content focuses on the creation of a Bentley commissioned by GQ. Published by condé nast, GQ is one of the world’s oldest and most respected men’s fash-ion and lifestyle magazines.

MEdIA

GloBal ProMotionin GQ MaGazine

SAlES

Q1 JUMPS

25.75 %Global deliveries in the first three months of 2013 totalled 2,212 vehicles – a 25.75 percent increase over the first quarter of last year. the boost is related to strong export sales and the opening of eight new Bentley dealerships.

readers of Germany’s Auto Bild Allrad have voted the continental Gt all-Wheel Sports car of the year in the import category. over 100,000 read-ers voted in the magazine’s online poll, and they chose winners in ten cat-egories from 151 contestant vehicles. Bentley’s Stefan Büscher (pictured, left) accepted the award for the company.

oUr aMBition iS to DeVeloP the BeSt Pre-oWneD StrateGy

in the lUxUry MarKet, creatinG

a laStinG reVenUe Potential.

Kevin RoseMeMBer OF the BOArd FOr

SAleS, MArketIng & AFterSAleS

Bentley provides revenue potentials for the dealer as well as the maintenance and ser-vice opportunity.

the results from best-performing dealer-ships show that effort and investment in these two departments contributes signifi-cantly to the overall profit of the dealer. the creation of a cohesive global strategy will

not only include approaches to support dealers in some basic pre-owned process-es such as trade-ins, refurbishment proce-dures, remarketing of pre-owned cars, and improvement of stock turnover, but this strategy will also rethink the positioning of Bentley Pre-owned on the marketplace and therefore the promise we as a brand with our dealers are giving to our custom-ers. the combined effect would not only increase turnover but also increase gross profit per pre-owned sold.

eventFACtS

May 2013 I Crewe

focus: flying spur

flying spur on the production line

The quality of dealer trainingQ & A with Helen Judson

Head of dealer academy

The pursuit of perfection in productionQ&A with Mark Harding

Head of pre-series cenTre

What are the principal aims of the Dealer Academy? To continue to build the ability of all dealership personnel to deliver a Bentley branded sales experience, engaging and retaining customers with the brand and our proposition – both new and pre-owned. second, to build the knowledge and capability of dealers around the brand and current and future products, and de-liver a brand experience. and to build the commercial acumen and capability of the leaders and managers within the brand.

Dealers already have experience in sell-ing cars and knowledge of their home markets. What does dealer training add? dealer training is focused around new technology and new products and keep-ing dealers up to date with their skills and knowledge. it goes without saying that people are the most important part of distinguishing your business and the ser-vice you offer from the rest – dealer train-ing plays an important part in motivating

and engaging dealers to deliver this. it gives dealers the confidence and skills to deliver the Bentley experience to our customers.

The word quality has been used a lot by Dr Schreiber. How do you interpret quality in terms of dealer training? for training and development to be of a high quality, it needs to be effective and meet the needs of the dealers and the business. We need to have clear learning outcomes agreed at the start, develop ap-propriate training interventions to meet these objectives, and deliver the training in the most appropriate way. Training effec-tiveness is constantly reviewed to ensure that it meets appropriate targets. our three-year strategy will help the academy deliver more training to a growing net-work of dealers without necessarily taking staff out of the dealerships more than is absolutely necessary. We will develop e-learning and mobile learning and use new delivery methods such as virtual class-rooms, online video and film and webinars.

The styling might be stunning and the engineering amazing, but designing a production process that puts it together while prioritising quality at every stage is the only way to make sure that each customer will get a perfect flying spur. This task is the responsibility of the production planning department. We talked to mark Harding, Head of the pre-series centre at Bentley, to find out about the pursuit of production perfection and the role of his team in helping to achieve the company’s goal of becoming the world’s most suc-cessful luxury car brand.

At what point did your team get involved with the new Flying Spur?The pre-series team gets involved at the earliest point in the process, which is the concept phase. a Bentley like the flying spur has to be unique, crafted and individ-ual. The problem for production is how to put it together in a repeatable and timely manner while achieving the highest quality. Working with designers and engineers we

find solutions and sometimes compromis-es to make sure we can deliver the finest quality and unique design. it’s not about conflict of interests, it’s about looking for creative solutions.

What was the main challenge with the Flying Spur?a solution to the interior execution of the instrument panel twin stitching with perfect parallel lines, and matching them to the door pad waistrails, took us many months to develop. each instrument panel is measured into position and matched to the reference points on the doors.

Is there any feature of the new Flying Spur which makes you especially proud?That’s a difficult question. The car is a whole system. each area has its challenges and is designed as a team effort involving all functions, even down to how the parts arrive at the assembly line. i’m proud of the whole car and the way it has been de-signed and manufactured.

03

Quality begins in the design process and extends right through dealer training.

Pursuing production perfection: New technologies and meticulously designed processes are both crucial parts of the never-ending quest for quality on the new Flying Spur assembly line.

focus

04

Technical training on the new Bentley flying spur will commence on Monday 15 April and run through to september to ensure that at least one technician per dealership worldwide is trained prior to regional

market entries. The training will take place in crewe (uK), florida, california, Beijing, Gotemba (Japan), Dubai, singapore and sydney. In the first wave of training we will see 96 techni-cians from the uK and Europe descend on crewe for a two-day course. This will be in six languages and with technicians

from over 26 different countries. Next will be china where, for the first time, we will use chinese importer staff to help deliver the training which will take place in a dedicated Bentley train-ing room in the VGc training facility. Here we expect to see over 30 technicians over an initial two-week period. usA will be trained in two locations by our regionally based trainer. The first course will be with 24 West coast technicians in ontario, california (just outside Los Angeles). Then we truck the training car 3,000 miles to Davie, florida, where we expect a further 30

technicians from the remainder of the us, canada and Mexico. In Dubai we will see over 24 technicians pass through the doors of our latest training facility housed in the new premises of our biggest Middle East dealership. Japan, singapore and Aus-tralia will account for a further 30-plus technicians.

That takes care of the first wave of training, and then comes wave 2 where we do it all again in every region to get a sec-ond and third technician trained on the intricacies of the new flying spur.

flying spur technical training

The new Flying Spur brings new style and con-temporary treatment com-bined with handcrafted fin-ishes and beautiful quality materials. The new flying spur has new technology integrated and delivers performance via an all-wheel drive system.

I AM LooKING for A Luxury sEDAN WITH 12 cyLINDErs, rEfINEMENT AND yET

ExHILArATING To DrIVE

1. Performance/SPort

4. Size/Practicality/buSineSS

Competitors:

2. elegance/excluSivity

I AM LooKING for A prEsTIGIous AND ELEGANT HIGH pErforMANcE sEDAN

of A prEMIuM BrAND

Competitors:

3. luxury/craftSmanShiP

I AM LooKING for GrEATEr DrIVING ExpErIENcE WITHouT coMproMIsING

oN ToTAL Luxury or coMforT

The new Flying Spur is the car for the driver and the passenger to enjoy, combines the ability to give the ultimate relaxing and refined experience as well as full driver enjoyment be-hind the wheel, yet never compromising on the lev-els of luxury experienced.

I AM LooKING for A HIGH pErforMANcE Luxury sEDAN WITH MorE spAcE AND fuLL

4-sEAT cApAcITy

Competitors:

Competitors:

mercedes S 600

mercedes S 65 amg

Porsche Panamera turbo S

Flying Spur

2013 Porsche Panamera

rolls royce ghost

mercedes s class lwb s

Audi a8 LWB

BMW 7

aston rapide s

2013 Maserati Quattroporte Sid

rolls-royce ghost

aston martin rapide

MuLsANNE fLyING spur

upright, powerful road presence Sleek, powerful stance

3266 mm wheelbase 3066 mm wheelbase

effortless performance engaging drive experience

Supreme comfort and luxury comfort and luxury for everyday use

concealed state-of-art technology immediate access to state-of-art technology

unique features – ultimate bespoke choice class-leading choice

highly exclusive price and volume

maserati Quattroporte

audi a8 bmW 760 li

Flying Spur

2013 Porsche Panamera

rolls royce ghost

mercedes s class lwb s

Audi a8 LWB

BMW 7

aston rapide s

2013 Maserati Quattroporte Sid

flying spur competitor landscape

positioning of flying spur vs Mulsanne

While the premium sedans from Mercedes or BMW define themselves by their technical specifications, the new flying spur as a high-end luxury sedan is above these schoolboy squabbles about numbers. of course we achieve class-leading performance in all objective measurements, but that is not our usp. remember Bentley is more than just a car manufacturer. The flying spur has the attitude and style that befits a luxury product. The flying spur is sharper and more contemporary than the rolls-royce Ghost and uniquely it combines an exhilarating driving experience with space and refinement for rear cabin passengers.

The new flying spur has been positioned to ap-peal to existing Bentley customers, but also to

set a new definition of contem-porary luxury – more assertive, more emotional and combining

The Bentley flying spur stands at the top of the food chain. It has no natural competitors.

The new Flying Spur has high performance and a higher top speed, plus it has all-wheel drive. The competition of 4-door sports coupes are much more compact and lack the levels of craftsmanship, luxury and refinement.

The new Flying Spur has a premium brand appeal, plus the latest technology. The competitors are top end of the mainstream brands and are used more as business and commuting transport.

THE NEW fLyING spur

05

The new flying spur W12 Mulliner derivative comes with 21" 5-spoke two-piece alloy wheels in either a painted or polished finish. We prefer the customer to stay with this wheel design in either finish as it is the part of the Mulliner

signature. However, we do allow the customer to change to a differ-ent wheel option. following feedback from your regional managers on the pricing of the W12 Mulliner with alternative wheel option, we have changed the strategy to align it with that for the continental GT. price lists reflecting this update will shortly be issued to all regions.

New wheel strategy

Dealers were confronted with a rush of positive associations when getting acquainted with the new flying Spur. Whatever you call those associations, they are the essence of brand identity.

the dealer training course was intense. but instructional materials were first-rate and the learning process was well structured.

there. Dealer training is pretty intense. one aspect is a modern structured learning process. The other side is let-ting the dealers experience for themselves the fascination of Bentley.

Do you remember being transported to another world the first time you sat in a Bentley? you see the intri-cately stitched leather, the ring of burnished walnut circling the interior, and you realize this isn’t just a car. Even hard-nosed journalists sense the unique aura around a Bentley. To quote Giles smith from the Sunday Times, you “know that every visible detail of this car has been hand-rendered by impossibly patient craftspeople and quite possibly in some cases by magical elves that come to the work-benches of Bentley’s factory at crewe in cheshire during the night.” Getting up close to the flying spur, smelling the leather, seeing the taut curves of the aluminium wings, sends a rush of positive associations through your head. What do you call it? Is it “iconic quality”, or the “Bentley mystique”? Whatever you call it, it is the essence of brand identity. When you have really taken that in you don’t have to sell it to customers – you only have to help them expe-rience it for themselves, and then they are already sold.

MuLsANNE fLyING spur

upright, powerful road presence Sleek, powerful stance

3266 mm wheelbase 3066 mm wheelbase

effortless performance engaging drive experience

Supreme comfort and luxury comfort and luxury for everyday use

concealed state-of-art technology immediate access to state-of-art technology

unique features – ultimate bespoke choice class-leading choice

highly exclusive price and volume

passionate craftsmanship with the latest technology. The flying spur customers are a younger group who are looking for a charismatic sedan that can be used every day. The Mulsanne, our flagship model, offers more individuality, more

Dealer training: Two days in the life

The training day begins early with the full English breakfast for brave souls who want a challenge. A quick croissant for me, and then the dealers and I are whisked off to the Dealer Academy to

be presented with the strategic story of the new flying spur project by stephen Davies and cameron paterson. crispin Marshfield then takes us through the styling

evolution of the new model and Darren Day explains the key interior design features. Everyone seems quite well informed already – have they been swotting up from the first edition of Dealer Marketing News?

Ed Ludford is the next presenter, explaining the derivative make-up, options and engineering speci-fications. Now it is starting to get more compli-cated. I practise my most intelligent-looking nod and lose myself in the pure sensual nature of the flying spur, the soft leather and lovely pat-terning of the mirrored wood veneer. There is something almost melancholy in being in the presence of so much automotive beauty and knowing that you will never be able to afford it.

After a coffee break we spend the time up to lunch looking at the new technology that lets the rear-cabin passengers connect with the world, work or relax. The new features are re-ally sophisticated, but the interface is intuitive and surprisingly easy to use.

The afternoon begins at Mulliner with Hans Holzgartner explaining a subject that had been worrying some dealers – will the arrival of the new flying spur make it more difficult to sell the

Mulsanne? He convinces them easily, the position-ing is quite clear and the customer profiles are dif-

ferent. If you want a Mulsanne and you can afford it, it is still the flagship. It is an amazing achievement – a car

that simply transcends “car-ness”.After another coffee break where everyone orders

tea, we get the opportunity to explore 14My Mulsanne updates, the new retail cI and look at Branded Goods. Harry cooklin presents the latest marketing materials.

The day is then rounded off by a trip to Manchester united’s old Trafford stadium and some more highlights of down-to-earth British food.

Day two is the driving day. It’s sublime. We drive and ride through the beautiful North Wales landscape to Anglesey and turn a couple of hot laps at the new circuit

space, a more exclusive experi-ence, and is truly hand-built. In the Mulsanne the focus is on effortless performance, comfort and luxury, and the technology is state of the art, but beautifully concealed within the handcrafted interior.

May 2013 I Crewe06

Focus: ProsPecting & crM

An integrated approach

Joe Ashworth

Driving customer and prospect engagement

connecting with the customers

the ceM Alert Process is a rapid response tool to resolve customer concerns.

All the hard work of analysing Bent-ley’s brand positioning has started to pay off and we are enthusiastic about the expanding possibilities

for “contemporary luxury”. But we will only reach the new customers we need if we really understand them. Better information is vital for product planning and marketing.

We already have some systems that pro-vide interesting base customer profiles, but the sales process has not been consistent across all of the market regions.

We need to look at qualified lead to test drive conversion ratios, to look at lost custom-ers, and begin to understand what is really happening.

the new prospecting & crM strategy will, for the first time, roll out globally: with one crM platform across all dealers – crM@Bentley. there are individual tools like the new

dealer marketing planning tool, the iPad data capture templates, the owner and prospect contact plans and our revised contact centre strategy: these are all strands of an integrated crM solution.

there will be one central customer and vehicle database, which both head office and the dealers can access through one portal. With improved knowledge of our customers’ behaviour and expectations it will be much easier for the dealers to deliver a unique, per-sonalised purchase and ownership experience, supporting the customer Journey.

As a brand, we continue to draw conquest audiences towards our products – but we also lose customers and have to influence this. the integrated crM platform will have optimised lead generation, complaint and customer feedback processes and will aim to focus on increasing satisfaction and nurturing loyalty.

the role of the three global contact centres in the uK (1), usA (2), and china (3) has expanded and they are set to play a vital role in the fu-ture. they used to handle customer complaints and customer satisfaction surveys, but with an investment in recruiting and training more staff, plus upgraded digital resources, they will be centres of data management and also focus on prospecting and lead generation. the contact centres will be central to our customer and Prospect contact Plans – an attempt to increase loyalty amongst existing owners and reduce defections from the brand.

Stefan Büscher has said that Bentley has the right products but we have to see ourselves as more than a car manufactur-er. Does this have implications for CRM?Absolutely, in the past Bentley crM has been somewhat one-dimensional, often being viewed as complaint handling – we have been more reactive than proactive as a brand. in the future our relationship to our customers has got be much more than before from a manufacturer and dealer perspective if we are to influence those customers showing signs of prom-iscuity. Bentley customers enjoy hearing from the brand. the interface with the cus-tomers is so crucial to our identity. cus-tomers for special luxury products have different expectations and these change. We have to be attentive and collect data not just from existing customers but from prospects. in the second part of the year we will be rolling out our customers and Prospects Plan. What is also important is that our contact with customers digitally, in print or at the dealers must be consistent and reinforce the brand positioning.

gloBAl VieW on contAct centers

IntervIew

satisfaction in seven steps

the customer experience Mea-surement (ceM) is our sales and service satisfaction programme. it currently operates in the us,

europe, uK and Middle east, and during 2013 we will be rolling it out to more mar-kets to help you understand how your cus-tomers see your business, and how you are contributing to our global goal for customer satisfaction. When a ceM satisfaction survey is carried out, if a customer is par-

log into the system, read the customer comments and resolve the issue. the first target is that an initial response by the dealer should take place within 48 hours of the concern being raised. each action taken to resolve the issue is logged within rMis. once the customer issue has been dealt with it must then be “closed” within rMis, firstly by the dealer and then by the Bentley Area Manager. contact your regional man-ager for further information.

ticularly dissatisfied we will generate a ceM Alert. the dealership and Area Managers receive an email notifying them of the situ-ation.the ceM Alert Process helps you to respond quickly to customer problems. We have seen that by demonstrating a commit-ment to resolve issues quickly dealers are able to improve their customer satisfaction scores. once the alert has been posted it sits on the regional Manager information system (rMis) on Bics and dealers must

RMIS System

CEM AlERt PRoCESS

6.2.

All log into RMIS system to review

concern

Customer contact

within 48 hours

Concern resolution within

five days

4.

Dealer takes actions to resolve concern and logs each action within RMIS

Area Managers receive email alert to notify them the dealer

has closed an alert

Area manager review and final close

Dealer and Area Manager recieve

customer concern email alert

Joe Ashworth: New brand partnerships

Where do you see Prospecting & CRM as part of the marketing mix?things have changed from the days when marketing expenditure was all above the line. crM through its direct contact to customers, and increasingly to prospects, can provide vital marketing information

and we can change their perception of the brand. through investing in prospect-ing activities we can positively affect how the sales funnel works.

one of the exciting strategies that we are focusing on at the moment is the creation of brand partnerships, in addition to the existing licensing part-ners (Breitling, tibaldi, lalique etc). these new part-ners include st. regis and luxury collec-tion Hotels and re-sorts, credit suisse Private Banking, and Harrods. there are also new part-nerships currently being confirmed in the auction, frac-tional jet, and yacht sectors.

3.1. 7.5.

2

13

crM@Bentley Will suPPort A 360-Degree VieW oF tHe custoMer

AnD ProsPect

Joe AshworthhEAD of PRoSPECtIng

& CRM

tHe PurPose oF A Business is

to creAte AnD KeeP A custoMer.

Peter Drucker 1954

owner & Prospect engagement

Sales Executive

Bentley Customer / VIP Manager

Service Manager

Bentley financial Services

technician

Bentley Regional Manager

Parts Manager

Bentley Contact Centre

CRM StRAtEgy

Bentley dealers worldwide can look for-ward to receiving the following Flying Spur samples with the shipment of marketing collateral for April:

· Part No. RH14985· Damson Paint Pebble· Dark Cashmere Paint Pebble· Damson Hide Dealers will also receive a second consign-ment of general 14MY updated samples:

· Anthracite Satin Paint Pebble· Extreme Silver Satin Paint Pebble· Portofino Paint Pebble· Breeze Paint Pebble· Breeze Hide· Aquamarine Seatbelt· Damson Seatbelt· Breeze Seatbelt· Dark Bourbon Seatbelt· Brunel Seatbelt

All of these items are now available to order on POPIMS.

May 2013 I Crewe

NEED to kNow

Dealers can now order branded goods on a sale-or-return basis. Re-turns can be processed via DRS, and the new code for branded goods sale or return is “U”. But there are rules:Request to return must be made within 60 days of invoice. Minimum value of each returned item is £5. In-voice and advice note numbers will be required, plus the name of the Bentley person with whom the sale or return agreement was made. Dealers must pay for return transport. And items must be in resaleable condition and in their original packaging.

the exclusive scent of the Flying BA partnership between Bentley and renowned French crystal manufacturer Lalique has resulted in the creation of a unique and exclusive crystal perfume flacon.

brAnded gOOdS

NEw SALE-oR- REtURN PoLICY

Bentley bottles: The Lalique flacon (top) and Bentley

for Men range

07

Aspicy fragrance with notes of fine wood and leather, enticingly contained in a unique and stylish crystal flacon – that’s the exclusive

Lalique for Bentley Crystal Edition. Created by renowned French crystal

manufacturer Lalique, the flacon is elegant and angular and topped by a gleaming crys-tal rendering of the Bentley Flying B. Lalique was producing car mascots out of crystal as long ago as the 1920s, when the factory was founded in wingen-sur-Moder, France, by jew-eller and glass artist René Lalique.

A Flying B that also functions as a highly exclusive scent bottle is thus both something refreshingly new, and something imbued with a century-old tradition. the eau de parfum within the flacon has been composed by the talented Mylène Alran from French perfume house Robertet.

the stunning 40 ml bottle is available in a signed limited edition of 300, presented in a luxurious, leather-lined, walnut-coloured box.

while the Lalique for Bentley Crystal Edi-tion is strictly limited in supply, Bentley is also introducing Bentley for Men and Bentley for Men Intense scents for a larger market. these fragrances have been created by Nathalie

A selection of branded items inspired by the new Flying Spur is available for order through PoPIMS. these include a Flying Spur tie slide (BL1049) and money clip (BL1050), an Ettinger leath-er iPod 5 case (BL1047) and a 1:43 model Flying Spur w12 in Pale Brodgar (BL1051). All these items draw their inspiration from the side “B” vent on the new Flying Spur. the range is to be expanded with a selection of leather items and a 1:18 scale Flying Spur model in Damson. Bentley branded gift-wrapping material is also available.

brAnded gOOdS

NEw BRANDED ItEMS AvAILABLE

rené Lalique, born in 1860, was a celebrated jeweller and glassmaker. After studies in Paris and London, Lalique worked as a freelance designer for Cartier and was soon regarded as one of France’s finest Art Nouveau jewellers. Later he became

noted for his Art Deco work. In 1921 he opened the fac-tory at wingen-sur-Moder that still bears his name, producing jewellery, perfume bottles, vases, crystal car mascots, and other exquisite decorative objects that are highly collectible today.

All items below are now available to order via POPIMS:Bentley for Men Eau de toilette tester bL1068Bentley for Men Intense Eau de Parfum tester bL1069Bentley for Men Eau de toilette vial Sample bL1066Bentley for Men Intense Eau de Parfum vial Sample bL1067Bentley for Men EDt 100ml (£35.00) bL1064Bentley for Men Intense EDP 100ml (£40.83) bL1065Lalique for Bentley Crystal Edition COMIng SOOn

The CrysTaL

Career of renÉ

LaLIque

saMpLes are free

for deaLers

ShOwrOOM

SAMPLE UPDAtE

to ensure dealers have everything to support sales, all product marketing collateral will now be distributed au-tomatically. Launch kits will continue as they are, with a sample of all materials available, and distributed in line with launch/reveal of cars. Automatic quar-terly distribution of collateral will begin in April. with each consignment, deal-ers will get a form to order additional collateral. Marketing materials can still be ordered through Bentleynet. The first consignment in april includes the flying spur customer book.

MArketIng COLLAterAL

AUtoMAtIC DIStRI-BUtIoN oF MARkEt-ING MAtERIALS

A selection of exclusive Supersports features are now available via Bentley Accessories for Continental Gt and GtC models from 2008–2010. these items, which include the dual vented bonnet, exclusive wheel and headlamp surrounds, allow existing owners to personalise the exterior of their mod-els and dealers to upgrade pre-owned stock. Stock is limited and orders will be fulfilled on a first come, first served basis. Refer to the Product Commu-nique for further information.

the 5 amp battery conditioner will be removed from the standard features list. A new 7 amp battery charger is now available and the connector for this feature will remain in all Continen-tal models. If you order a car without this option but would like to add it at a later date, it can also be purchased through Parts & Accessories.Contact your regional representative for information on pricing.

ACCeSSOrIeS

NEw SUPERSPoRtS FEAtURES AvAILABLE

ACCeSSOrIeS

CoNtINENtAL BAttERY CHARGER

dIgItAL

Gt v8 APP IS LIvE

the Bentley Gt v8 app immerses the user in the Bentley v8. we spoke to Bentley’s Digital Strategy Manager, Matt Smith:

What is the idea behind the app? to position this vehicle as a separate offering from the w12 equivalent. we want to demonstrate its unique and exclusive fea-tures in an engaging way. At the heart of the app is the visualiser, allowing users to create, specify and share their own Bentley v8 specification via Facebook and twitter.

Is there a benefit for Bentley dealers? the app encourages prospective customers to locate their local dealer or request a call back from Bentley. that it is on a mobile device also allows dealers to demonstrate the v8 in any type of sales environment.

Will we be seeing more Bentley apps? the Pure Bentley tablet app is undergo-ing a redesign. And we are prototyping an augmented reality application which uses markerless technology to deliver content to users for the new Flying Spur.

Lorson from the perfume house Firmenich and include hints of black pepper, musk, rum, bay leaves and cinammon. the intense version is fur-ther imbued with rich African geranium.

Bottles in the Bentley for Men range are uniquely related to the asthetics of the vehicle. Both bottles adopt the lines and curves of a Bentley, making the glass bottle fit well in the hand. Bottles are fashioned of solid glass and in chrome, complimenting the wood and leather notes in the fragrance.

the diamond-shaped cap is made from polished metal and the Flying B is embossed onto the shoulder of the bottle. the Bentley for Men eau de toilette is crafted in matte silver, whereas Bentley for Men Intense has a copper tone.

Both bottles were created by Paris design agency Aesthete under designer thierry de Baschmakoff and in collaboration with Bentley designers.

Look smart: The flying spur tie slide

Scotland. The world’s three fastest Bentleys arrived in Glasgow on the first stop of their two-month tour of 11 Bentley dealerships in the UK. The Bentley Speed 8, the Continen-tal GT3 and the new Continental GT Speed are taking the lead in the “Lap of Honour”. Dealers are be-ing provided with mailers, giveaways and on-site promotional materials to support the campaign.

Crewe. Following the debut of the new Flying Spur in Geneva, a select group of UK VIP guests were fortunate to be first in the world to drive the car. Over a ten-day period in March, over 70 potential customers were hosted by their dealers in Crewe. While the British weather threw all it could at us, the car was able to impress all who drove it, with many guests con-firming orders and placing deposits.

united kingdom

VIP PreVIeWS

united kingdom

LaP OF HOnOUr UnDerWaY

middle eaSt

neW COnTInenTaL GT SPeeD LaUnCHeS In DUBaI, SaUDI araBIa

May 2013 I Crewe

reGIOnaL neWS

netherlands. On 18 March, Bentley welcomed around 60 guests to a private recital by concert pianist Lang Lang in a chapel in Maastricht. The virtuoso chatted with guests before performing selections from Mozart, Chopin and Liszt. Guests including footballer Dennis aogo were welcomed on behalf of Bentley to this unique version of “Mulsanne Sounds” by andrew Lewis, Head of Product Marketing for the Mulsanne.

CHina

GranD PrIX eVenT

Shanghai. Bentley teamed up with the British embassy in China to tackle chal-lenging market conditions. In front of record crowds at the Shanghai Grand Prix, Bentley demonstrated its old and new strength with the Mulsanne in a promotion described by Stefan Büscher as “a great example of experiential marketing to drive Mulsanne sales in truly ‘Visionary’ style.”

08

middle east. after a record 2012 for Bentley in the Middle east with the highest-ever sales results and a 43 percent increase on 2012, starting the new year on a high was a must. The new Continental GT Speed was just the vehicle to cause that excitement with the re-gional launch in January to over 100 guests.

The event started in the United arab emirates before heading over to Saudi ara-bia. Over the course of four days, media and customers enjoyed the new Continental GT Speed by driving from the stunning city of Dubai, through desert roads and long cur-vaceous mountain highways, to the eastern coastal emirate of Fujairah.

The return journey to Dubai included an exhilarating stop at Dubai autodrome, where the Bentley driving team gave guests an unfor-gettable experience around the track. To keep the theme of speed, dinner was served at the Meydan Hotel in Dubai, overlooking the race-course that is home to the richest horse-race in the world.

next stop for the tour was the Kingdom of Saudi arabia, where the Bentley team trav-elled to Jeddah, al Khobar and riyadh to meet media and customers. The convoy of the new Continental GT Speeds had a traffic-stopping effect with the local police keen to pull the team over, but only to get a closer look.

California. Bentley has announced the programme for this year’s Pebble Beach Concours d’elegance. It will be held 15–19 august at the Home of Bentley in Pebble Beach, California. The five-day programme includes the famous Quail motorsport gathering and the Laguna Seca Historic races. Customer and dealer packages are now available for booking. For further information, please contact lisa.churchill@bentley-usa.com.

united StateS

PeBBLe BeaCH ITInerarY IS SeT

europe

CLaSSICaL nIGHT In MaaSTrICHT

Jakarta. Guests of Bentley Jakarta attended a performance of the Breitling Jet Team at Halim Perdanakusuma airport in east Java in March. The Breitling Jet Team is the largest civilian aeronautics acro-batic team in europe, and Breitling is an official Bentley partner.

Bentley dealerships across the region staged similar events as the squadron toured Southeast asia. Stops on the team’s asian tour in-cluded Singapore, Kuala Lumpur and Bangkok.

Dijon, France, is where the Breitling Jet Team is based. It is made up of seven L-39 albatros training jets which can also be used for passenger flight. The team was founded ten years ago, but began fly-ing the Breitling colours when it switched liveries in 2010.

The Breitling Jet Team travels to airshows around the world, stun-ning audiences with a repertoire of close formation flying, solo rou-tines and synchronised manoeuvres. each performance lasts about 20 minutes.

aSia paCifiC

BenTLeYS SHare TarMaC WITH JeTS

new York. Bentley Motors has been pushing the US reveal of the new Flying Spur with a series of “One night Only” events, hosted in partnership with Departures magazine. at the Stephan Weiss Gallery in new York City, select guests gathered to view the new Fly-ing Spur, chat with craftsmen from Crewe, and enjoy a per-formance by Solange Knowles. The car was then shown in Miami and Los angeles.

united StateS

SOLanGe SInGS FOr FLYInG SPUr

upCoMIng event

piano performance: Lang Lang serenades Bentley.

time to take off: Bentley and Breitling in Jakarta

visitors’ book: guests relax in the Living Room.

emirates ex-cursion: new

Continental gt Speed arrives in

Middle east.