Bentley Motors | Be the exception, #BeExtraordinary
Written by – Adam Tonkin
For almost one hundred years Bentley Motors has engaged our imagination by producing magnificent cars that collectively set the benchmark of transforming wood, metal and leather into sumptuous interiors and sculpted exteriors with a heavy dose of British performance.
By intrinsically entwining the true heritage of the brand with today’s modern techniques and technology, Bentley has arrived at a perfect junction in their marketing approach. Bentley Motors has established the right level of appeal to satisfy their traditional customers and new buyers with a fine selection of exquisite large saloons, coupe’s and convertibles.
The brand has developed the right combination to entice younger ‘reward orientated’ owners who are continuing to discover that luxury doesn’t have to start and stop at the push of the Bentley ignition button.
This has never been more evident than a trip to bustling Singapore for the Formula 1 Grand Prix and the Bentley Motors ‘#BeExtraordinary’ experience. Bentley created a grand event to engage their customer and guests with the sport of Formula 1.
The event took in the sight and sounds of Formula 1 while guests indulged in fine food at a penthouse suite at The Fullerton Hotel, one of Singapore’s most recongnised and extravagant hotels.
With balcony views of Marina Bay, the roof terrace overlooked several corners of Asia’s only night race, while offering guests the best views of the hottest ticket in town.
From the moment guests arrived at The Fullerton Hotel, they were made to feel part of the Bentley family. With events of this magnitude it is easy to see why a younger audience would be attracted to the brand.
The entrance to the hotel was flagged by the latest Bentley vehicles, the Mulsanne, the Flying Spur, plus the newly updated Continental GT V8S with one special inclusion, the limited edition Bentley Continental GT3-R, one of only three hundred in the world.
Daniel Khoo, Bentley Director of Operations in Asia Pacific opened both Saturday and Sunday evening’s events with a warm welcome, inviting attendees to enjoy the facilities and to engage with the Mulliner and Bentley Studio exhibitions.
The Mulliner exhibition highlighted the true depth of design available to customers who desire a unique and original bespoke Bentley model. The number of patterns, textures and colours available to Mulliner customers are limited only by one’s creative imagination.
From the Bentley factory in Crewe England, Aurélie Barrett Milliner Marketing Manager, provided guests with a guided tour of the different levels of customisations available.
From concept to creation, Mulliner has formed an integral function within Bentley, providing a tailor-made service that accentuates the true essence of owning a commissioned Bentley.
Having the opportunity to speak directly with a representative of Mulliner was a unique and personalised experience that was not lost on its audience.
The Bentley Studio was also on display for guests to utilise, a powerful piece of design software that provides Bentley and Mulliner designers with an insight into the subconscious mind of the customer by displaying a number of images that are collated into a mood board.
Your ‘Mood Board’ footprint is designed to help simplify the customisation process by providing the framework of a customers personalised blueprint which is centered around Adrenaline, Serenity, Heritage and Future styles or a charismatic blend of all four.
With the ‘Mood Board’ template, Phillip Dean from the UK based Mulliner Visualisation and Design team, walked clients through the finer details of their sketched motif, working together to create a truly unique and personalised Bentley.
The Bentley Studio is currently being rolled out to every Bentley dealership in the world.
Bentley’s new catchphrase of ‘#BeExtraordinary’ stands for just that. Do all you can, to be extraordinary. Events like the Singapore F1 experience provides owners and guests with the opportunity to encounter likeminded individuals, a meeting of minds and a merging of futures.
Bentley has actively engaged their marketing awareness by including clients and guests as a part of the family, a point that makes Bentley such a unique brand.
Bentley Brand Experience
Along with the Singapore F1 experience, Bentley has created a number of motoring experiences around the world. This includes driving around the United Kingdom on the five day ‘Grand Tour’ or flying to Finland to experience Bentley’s Power on Ice with four-time WRC champion, Juha Kankkunen.
During the event I spoke with Daniel Khoo, Director of Operations for Bentley Motors in Asia Pacific, “The Bentley Brand Experience is the pinnacle of luxury and performance with this being a truly unique opportunity designed specifically for our customers. This is an occasion to highlight the very best that Bentley has to offer in an understated comfortable and elegant environment here in Singapore at The Fullerton Hotel”.
He also mentioned the Bentley Studio and Mulliner specification available to Australian customers, “Many of our customers fully understand that a hand-built, ultra-luxury car, with bespoke features, is as much a work of art as it is a car and this of course takes time for our experienced craftsmen and women in Crewe to complete.”
In finishing Khoo said “For the moment, the time from order to delivery in Australia is around six months, although a more unique customised car can take longer.”
To be a part of the next Bentley Brand Experience, contact your local Bentley Motors dealership or log onto their website www.bentleymotors.com/en/world-of-bentley/experiences.html
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For details on Bentley Motors, click > www.bentleymotors.com
For details on The Fullerton Hotel, click > www.thefullertonhotel.com
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