Branding is particularly important in the motoring industry, and Bentley have reached the next stage in implementing its latest identity, however, at the risk of alienating its important ‘ambassador’ clients, the brand must stay true to it’s fundamental values, while evolving its identity to attract new clientele.
Together with FutureBrand, Bentley have just become the ‘Overall Winner’ for the 2012 Society of British Interior Design Awards, for their redesigned reception space at their headquarters in Crewe. Featuring traditional Bentley hides and veneers, twinned with a handcrafted desk inspired by the elegant design of their cars, they may have impressed the likes of Professor Jimmy Choo OBE, but does Bentley’s new welcome mat really speak to the latest evolution in the brand’s identity?
Photos: Bentley
Bentley has done well to promote its car interiors using its own materials for the reception furniture, and the handwritten font is a nice touch, a nod to the craftsmen and women involved. But I’m not in love with the colour choice, whites and greens and creams present a rather clinical feel, as opposed to invoking a feeling of deep and rich heritage.
Throughout my career I have been lucky enough to experience not only Bentley, but also many of the luxury marques in motoring. Each with their own heritage to boast about and story to tell, it’s a market that has always had to work hard to attract custom, commanding high prices for that ultimate experience in luxury motoring. But for me, Bentley has always stood out against its competitors, producing a luxury product that isn’t marketed solely around the speed it achieves. However, with the recent revisions in exterior design, a sharper more slender appearance by legendary car designer Luc Donkerwolke, it seems their latest evolution in identity is following suit, possibly leaving out some of that history along the way.
So what does this all mean for the brand? Well, Bentley bosses are pretty happy to have an award-winning head office reception, who wouldn’t be right? It is bound to attract the new trend in East Asian clientele with its fresh, simplistic approach to the Bentley experience, Stefan Buescher, Bentley’s Director of Product and Marketing, uses phrases like ‘luxury’, ‘innovative’ and ‘forward thinking’ when describing how its new look will help grow the brand, stating “…updating our global brand DNA is a key part of that journey.” These themes are definitely showcased within Bentley’s clean design and sharp lines, both in their new reception and products alike.
I think Buescher reveals an insight into how Bentley are looking to move forward – modern design and forward thinking, while using its traditional methods to produce cars. But I do worry about the brands existing clients, where Bentley have always championed its heritage and expertise to attract attention, I’m unsure if the same clientele will be as interested in a pure design driven marketing message, making the car giant reliant on reputation and owner experience.
The new Home of Bentley might be award winning for all the right interior design reasons, but does it truly capture the brand’s identity? Does the latest evolution in identity, represent a Bentley that’s updating it’s global brand DNA whilst retaining their history? Or are they simply moulding to fit the needs of the latest trend in clientele?