DEALER MARKETING ISSUE NEWS No. 9 October 2013 l Crewe BENTLEYMOTORS.COM AUTUMN EVENT CALENDAR MULSANNE VISIONARIES NEW BENTLEY MOTORS POWER ON ICE LEADS Andy Green in Australia while BRAND WEBSITE COMING NEW PROGRAMME OF Scott Schuman joins the IN 2014 PAGE 7 BENTLEY EVENTS PAGE 6 campaign PAGES 2 & 8 IN THE PIPELINE GREEN LIGHT FOR BENTLEY SUV Sporting performance As you know, in 2016 Bentley will be- gin manufacturing an SUV, the most luxurious in its class. The SUV will The Continental GT V8 S is here, and it help you tap into new markets and capture prospects who would other- looks very promising for Bentley dealers wise have bought a Range Rover or Porsche Cayenne. This is an exciting opportunity for Bentley dealers. UK Prime Minister David Cam- eron was present in Crewe on 23 July when the SUV was announced. He was joined by Dr. Martin Win- terkorn, Chairman of the Board of Volkswagen Group. “This £800 million investment and a thousand new jobs from Bentley is fantastic news for both Crewe and for the UK as a whole,” said Mr. Cameron. The SUV announcement made automotive headlines around the world, and the reaction was over- whelmingly positive. Forbes.com predicted that the SUV would be our best-selling model ever. Prime Minister David Cameron with The newest derivative Dr. Martin Winterkorn in Crewe in the Continental family is a serious “High-end SUVs are a strong bet sporting machine. for Bentley,” commented an article at Forbes.com on the day of the announcement. “Global SUV sales have grown 56 percent since 2005 n 10 September the fourth small price markup gives your customer and have nearly doubled in the United derivative in the Continental a more sporting car while giving you a States since 2006 to represent rough- line-up made its global de- better profit margin on every sale. More ThE GT V8 S buILDS ON ly 15 percent of the market. And the but at the Frankfurt Motor importantly, the GT V8 S gives you access THE SUCCESS OF THE additional swag that accompanies the OShow. The reaction was unanimous ap- to a whole new market – customers who Bentley badge will play exceptionally proval. The Continental GT V8 S builds previously saw the Continental as more GT V8. IT IS FASTER, well in the Middle East, Russia and on the success of last year’s highly ac- of a luxury grand tourer than a genuine SHARPER AND MORE Asia.” claimed GT V8. We have matched the sports car. You can now offer a Bentley ASSERTIVE – THE MOST It’s early days yet, but you can agility of the lighter V8 engine with in- that competes head to head with the likes already capitalise on the excitement creased power, sharper handling, and a of the Aston Martin V8 Vantage S and the AGILE CONTINENTAL WE surrounding the SUV and use it to more sporting appearance – while retain- Maserati GranTurismo S. If your prospects HAVE EVER buILT. promote the current product range. ing our signature Bentley refinement. have ever questioned the Continental’s The SUV announcement is a valu- All this adds up to a lucrative opportu- sporting credibility, the GT V8 S is your able opportunity to rekindle the nity for your business. The GT V8 S is an definitive answer. Stefan Büscher conversation with old prospects. easy upsell from the GT V8. The relatively READ MORE ON PAGES 4 & 5 DIRECTOR OF PRODUCT & MARKETING READ MORE ON PAGE 2 2 October 2013 I Crewe NEWS FROM CREWE MOTORSPORT EXXONMObil SPONSORS gt3 Street snapper ExxonMobil, a long-standing partner Scott Schuman with camera of Bentley, is now a key sponsor ready for new of the Continental GT3 project. visions of The race-configured version of our individual 4.0-litre twin-turbo V8 engine will expression use Mobil 1 synthetic motor oil for maximum protection and perfor- mance. Learn more about this excit- ing motorsport collaboration in the next issue of Dealer Marketing News. General information is available at bentleymotorsport.com MULLINER THE BENTLEY OF THEIR DREAMS Our stand at the Frankfurt Mo- tor Show included a special display area to showcase the work of our Schuman’s stylish vision bespoke Mulliner department. This was a chance to remind the world Influential street fashion photographer Scott Schuman has of the unique and incredible things the Mulliner team can do to our joined the successful Mulsanne Visionaries campaign cars, and to tap into the growing demand for personalisation in the luxury car market. Mulliner lets he best photographs I’ve done 37,000 YouTube views in just one week, your customer commission, quite are spontaneous moments,” concerns the Future of Style. Says Schu- says Scott Schuman, the blog- thE thing I’M LOOKing man, “I think it’s going to be even easier ger and street fashion photog- FOR IS juST A MOMEnt. for people to create their own bespoke Trapher who has become the latest recruit version of how they want to look, how to our Mulsanne Visionaries campaign. I thinK I’M LOOKing TO they want to express who they are.” The campaign has been moving from BE SURPRISED. Schuman’s vision resonates success to success, with recent Mulsanne with Bentley’s brand values: spontaneity, Visionary events in both China and Aus- individual expression, a vision of personal tralia (for both stories, see page 8). Scott Schuman style that transcends fads and fashion, Schuman is a worthy addition to the PHOTOGRAPHER, BLoGGER AND the importance of bespoke. His street- campaign. His blog, The Sartorialist, is a MULSANNE VisioNARY style photographs and influential blog must-read in fashion circles. Schuman are also of direct appeal to the New simply photographs people on the street campaigns around the world, including Luxury segment. literally, the car of their dreams. whose style he finds inspiring. But these Burberry’s Art of the Trench campaign, is New Mulsanne Visionaries films will From cigar humidors to champagne are “real people”, not supermodels, and all about individual expression. soon be available on the Bentley Motors coolers, the Mulliner craftsmen and Schuman’s work, which has also appeared His Mulsanne Visionaries film, shot on YouTube channel and official website: craftswomen can incorporate just in magazines, museums and marketing the streets of New York and attracting www.bentleymulsannevisionaries.com about any feature your customer can imagine. Mulliner is your op- portunity to make the sale of every Bentley more profitable, and to show your customer the true pinna- cle of bespoke luxury. We have big How to answer enquiries about the SUV plans to develop the Mulliner ser- vice even further in the future. Customers and prospects will want to know more, but at this stage the available information is limited. These pointers will help you handle SUV-related questions. DEALER ACADEMY Since it was announced on 23 July, specula- you to record all purchase intents as per But don’t let the conversation end there... SYDNEY DEALER tion has been rife about the SUV. Expect the usual process. Your regional team will The SUV announcement has boosted our many questions from your customers and notify you as soon as the dates have been media profile, and you can use this to your WINS LONDON TRIP prospects. While information remains lim- finalised. own advantage. Now is the perfect time ited, it’s important that we carefully handle to reconnect with old prospects and reach all enquiries. “Where can I learn more about the out to new ones. Let them know the SUV The Dealer Academy Flying Spur Bentley SUV?” is coming, while in the meantime direct- competition, run during the two- “How much will the Bentley SUV cost?” Beyond the initial announcement, no further ing their attention to the existing product day April product launch event at Media coverage has focused on the pros- details are available at this stage. Please in- range. Crewe, was won by Adam Hanna- pect of our SUV being the most expensive form your prospects that more details will ford from Bentley Sydney. The prize in the world, and we can expect plenty of be released in 2014. was two VIP tickets to the Corona- questions on this point. Tentative pricing tion Festival in London, two tickets information should be available in 2014. to the Goodwood Festival of Speed, Until then, it’s best to avoid giving “ballpark plus flights and luxury hotel accom- figures” that are not based on factual infor- modation. The competition involved mation. the completion of three iPad ex- ercises about the Flying Spur. The “I’m interested in placing an order.” quality of responses was extremely The timeline for opening the Purchase high, but Adam’s expertise was un- Intent Bank on BOOM is currently under matched. Congratulations! development. When it opens, we will ask October 2013 I Crewe 3 IntERviEWS The stories behind the car Meet three people closely associated with the Continental GT V8 S. These are the kind of stories you can pass on to your prospects. OWEN LLOYD JOhn O’Sullivan ANDY MARSON Senior Product Manger Functional Manager Engineer Continental Vehicle Dynamics & ESC Vehicle Dynamics & ESC What exactly does the S badge represent for a brand The Continental GT V8 S was one of the most exciting In the past year, we have spent a lot of time testing the like Bentley? To us, it means taking an already successful projects our team has ever undertaken. From an engi- GT V8 S in Italy, Spain and Germany. With a tight de- car and enhancing its sporting characteristics. Making it neering viewpoint, the big story here is the development velopment schedule, we decided to go all the way to the stand out further from the crowd.