Abstract
Bentley Motors is a luxury motor car manufacturer. This operational history of this exclusive brand dates back decades, built on a string of landmark successes. In Bentley's world, the image is one of the most important facts that the firm needs to protect. What problems does Bentley Motors face in building a new advertising campaign, and what are the opportunities?
Several points have to be studied to understand the issue faced by the brand today correctly, and then to answer it. Firstly, we will have to learn more about the history of Bentley. In the second part, we will approach the question of the development of the brand. The third part will conclude with solutions to the question: What problems and opportunities appear when a luxury motor car brand wants to communicate?
The British firm was built by W.O. Bentley in 1919 in London. The Bentley experience began with "acclaimed motor cars" which won many car races. The apogee of the young brand arrived in 1924, when Bentley won the mythic "24 Heures du Mans" race in France the first time. This victory was followed by four successes between 1927 and 1930, but the Great Depression arrived, and Rolls-Royce bought its national competitor. However, Bentley Motors remained a luxury and sports motor car brand.
In 1946, Bentley Motors moved to Crewe, which is still the principal place of production of Bentley's motor cars today. The history of Bentley always depends on that of Rolls-Royce, but its owner allows Bentley to retain its specificity. The most famous motor cars produced by Bentley are the "R-Type Continental", the "T Series", the "Mulsanne" and the recent "Arnage".
Volkswagen AG acquired Bentley in 1998. Globally reputed automotive brands were on an acquisition spree of other auto manufacturers aimed at benefiting from their knowledge. Thus, in the same year, VW Group bought Lamborghini and Bugatti Brend, Ford bought Aston Martin, the BMW Group bought Rolls-Royce, and the Daimlerchrysler Group bought Maybach. Today, Ferrari is the only "autonomous" luxury and sports motor car brand.
