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Bentley's Innovative Approach to Reach Younger, Diverse Audience
Technology Category
- Robots - Autonomous Guided Vehicles (AGV)
Applicable Industries
- Automotive
Use Cases
- Remote Surgery
- Vehicle Performance Monitoring
The Challenge
Bentley, a renowned luxury car manufacturer, was facing a challenge in connecting with a younger and more diverse audience of high-net worth individuals in the US. The brand's customer base traditionally skewed towards an older male demographic. Bentley was also looking for ways to demonstrate the high levels of personalisation it offers, allowing customers to co-create a Bentley that is uniquely theirs. The challenge was to find an authentic way to reach this new audience and showcase Bentley's customization capabilities.
About The Customer
Bentley is a prestigious luxury car manufacturer known for its high-quality vehicles and a customer base that traditionally leans towards an older male demographic. The brand is renowned for its high levels of personalisation, allowing customers to co-create a Bentley that is uniquely theirs. Bentley was looking to expand its reach to a younger and more diverse audience of high-net worth individuals in the US, and demonstrate its customization capabilities in an authentic and innovative way.
The Solution
To address this challenge, Bentley collaborated with Dominic Ciambrone, also known as The Surgeon, who is the world's leading creative sneaker customiser. They created a line of limited-edition sneakers made from Bentley materials and finishes. This included a unique pair that served as the keys to a one-of-a-kind Bentley Flying Spur Hybrid x The Surgeon, which was revealed at Art Basel. This vehicle showcased the wealth of customization that Bentley's Mulliner team can offer, creating a Bentley like no other. This innovative approach allowed Bentley to connect with a younger, diverse audience while demonstrating its customization capabilities.
Operational Impact
Quantitative Benefit
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