Sales Information 2017 Review

Bentley Motors Europe FOLLOW THE MONEY
July 2017

FOLLOW THE MONEY

Bentley Zug’s initiative saw them partner with the Hyatt Zurich.
General Manager Roberto Battistini tells us more.

Which sector did you choose to target, and why?
In February 2017, we chose to target the luxury hotel market, developing a relationship with the Hyatt Zurich.
Describe how you targeted this sector.
Having made contact with the hotel manager, I sought to develop the relationship at shared luxury events such as
golf and polo. Once that relationship was in place we, as a Retailer, offered the hotel the chance to lease, rent or
even buy a Bentley. We also provide a limo service to and from the airport and to ski areas in winter – that’s why
we need All Wheel Drive and Flying Spur instead of Mulsanne.
What were the standout features of the initiative?
Understandably, the hotel really saw the value in providing a Bentley for their guests. This has led to us planning
some events together and we now promote the relationship through PR and web communications. We now have,
for instance, an advert in the hotel’s in-house magazine, which links to our website on the hotel website.
Any feedback from the guests?
Yes, really positive. One guest told us he has a Maserati, which he doesn’t use often, but that he regularly drives
his Bentley.
Would you target this area again in the future or choose to change segment?
Yes, definitely! We are working to contact more high-end hotels and have already new offers running. We are also
looking at targeting the jewellery sector.
Are there any segments you think Bentley could target more aggressively?
Yes, limousine services, luxury renting, supporting special programmes that hotels run – just like other brands
are doing.
What did you learn from your initiative?
It takes a long time to build a relationship with hotel management. In the end, it’s not always big business, but a
great way of raising awareness of our brand and location.

SALES INFORMATION 2017

FOLLOW THE MONEY Bentley Motors Europe
July 2017

FOLLOW THE MONEY

Guido Graf von Spee, Managing Director of Bentley Düsseldorf, is targeting
dressage as its Follow the Money strategy.

Which sector did you choose to target, and why?
Dressage (competition horse riding) is the sector we have chosen to target. Bentayga is perfect for entering this
field and challenging the hegemony of Range Rover and Porsche Cayenne.

Describe your initiative.
We wanted to standout from the crowd. So, for instance, our audience gets invited to a lot of golf events, which
we felt would be too similar to our competitors, which made us look for new areas of business. With Bentayga
we have a car that offers new possibilities, not only in the cities, but also in the countryside thanks to its off-road
and towing ability. Towing a horse trailer is a really useful trait and, as we know, horses are expensive.

What were the standout features of your initiative?
One of our customers in this sector is a very well-known horse-marketing guy, who has got deep access into
this special world. We asked him to assist us for this year and next. The concept is easy: we choose five cities
around our Area of Influence. Our partner rents a horse-riding hall and books a prominent dressage star, such as
Isabell Werth, Monica Thodorescu or Ingrid Klimke, to do 90 minutes of live dressage training with pre-selected
horses (and riders). This training series is called “Die alten Meister“ (The Old Masters), and the halls are always
fully booked with anywhere between 550 and 1.100 people. Lots of them are very young, but come from wealthy
homes and are often accompanied by their parents.

The marketing to fill the halls was completely done by our partner. It was interesting to note that the car park
around the hall in Düsseldorf was full of big and expensive competitor cars. Our customers were also informed
about this new activity through a ‘save the date’ email, which was sent out in January.

The uptake was good and 20 customers per city registered themselves for these events, which started in May
and end in September. So far, we have had three events with a total of 2.310 visitors.

Our investment is a Bentayga for our partner for one year. It is registered to our company, will be changed after
six months and is discreetly branded with our lettering.

How successful have you been so far? Any strong leads or sales?
The Bentley Brand is new for everybody in this scene, so we are proud to say that we felt very welcome.
We made lots of new contacts and even sold one car, a Bentayga Diesel, just four days after the event in Aachen.
Test drives on location were not offered because they are always an evening event. Maybe we can do some
adjustments in this area for next year.

Post-event, how do you follow up?
The follow-up is just to contact the new gained leads immediately after the event. We inform our customers and
the new leads that they can see the complete training session on the internet at clipmyhorse/altemeister.

Would you target the same sector again?
Definitely, and we are running the series next year again. I think we can enter this rich hunting ground and put
a Bentley stamp on it. It will need some time to create a new image and link Bentley with this sophisticated
sport, but it is a great chance. And our next playground will be hunting – after we drove a selection through our
database, we saw that 48 out of 700 customers were hunters. It looks interesting.

SALES INFORMATION 2017

Bentley Motors Europe FOLLOW THE MONEY
July 2017

SALES INFORMATION 2017

FOLLOW THE MONEY Bentley Motors Europe
July 2017

FOLLOW THE MONEY

Bentley Lyon’s Nicolas Tardy explains how the Retailer’s initiative sets out
to reach high-net-worth individuals through the watch sector.

Which sector did you choose to target, and why?
I have targeted the watch sector because here in Lyon, there is a well-known watch seller who knows all of the
high-net-worth individuals in the area.
Describe how you targeted this sector.
I wanted to find a partner for our future events. I simply decided to invite him to some of our events in order to
show him their quality and to convince him we have a common interest in our customers.
How did you seek to engage prospects in this sector?
In order to create a partnership with this watch seller, we decided to organise a visit to the Breitling factory last
September. This was an ideal occasion to drive some of his customers in a Bentayga and also an opportunity for
our customers to do a VIP tour of the Breitling factory.
How successful were you? Any strong leads or sales?
It is a long-term process to share customers and prospects with a partner, especially in such a conservative city
as Lyon. The partnership we have with this watch seller is getting stronger and we have planned some more
events to share more customers in the future.
Post-event, how did you follow up?
We sent an email to thank the participants for attending our event and I followed up by phone a few days after
to discuss their feelings and their eventual purchase project.
Would you target this area again in the future or choose to change segment?
As I’ve been working here for just a year now, I would like to focus on Lyon and develop this partnership and work
on our reputation in the city.
Is there anything you’ll try to do better next time?
Of course, we can always improve ourselves! I’m thinking of a new kind of organisation for our next events: we
used to be the main organiser and the watch retailer was a partner. For a better share of data, I suggest that
we co-organise the event and bring our respective customers.
What did you learn from your initiative?
Partners are receptive about sharing client’s files as all retailers of every industry have the same challenge:
increase their database. So we know we can continue to develop our affinity partner strategy.

SALES INFORMATION 2017

Bentley Motors Europe FOLLOW THE MONEY
July 2017

FOLLOW THE MONEY

Bentley Riga have been targeting the luxury hotel sector to great success.
Peteris Spredzis explains how.

Which segment did you choose to target, and why?
We chose to target luxury hotel guests and jewellery customers as these are the same customers who can afford
a Bentley.
Describe how you targeted this segment.
We joined forces with the Kempinski Hotel, Stefan Hafner Diamonds and a local, luxury clothing boutique – their
high-net-worth audience proved to be the ideal hunting ground to reach out to new prospects.
What were the standout features of your initiative?
This was an event where all the partners invited their customers to attend the party. Guests enjoyed a
champagne reception, a party, live music, speeches and a charity raffle, as well as static displays of Bentayga,
Bentayga Diesel, Mulsanne Speed and a Continental GTC V8 S. Guests also had the opportunity to book test
drives for the following day.
How successful were you? Any strong leads or sales? Did your initiative generate any test drives or
any recommendations?
The event was a resounding success and resulted in a large number of new prospects and 20 test drives being
booked – these have already led to two sales.
Post-event, how did you follow up?
We followed up with the prospects who expressed their interest in Bentley products and also used it to invite the
prospects to our next event, which was the 2D preview of the new arrival.
Would you target this area again in the future?
Definitely. The majority of the new contacts we received were people we had not been able to reach via the usual
communication channels.
Is there anything you’ll try to do better next time?
Of course – we can always improve. We would definitely do similar partnerships in the future, but perhaps next
time we would choose different affinity partners to further develop our presence in other luxury segments.
What did you learn from your initiative?
It takes a long time to build a relationship, but once you have proven you are a reliable partner, there are
significant benefits to enjoy.

SALES INFORMATION 2017

FOLLOW THE MONEY Bentley Motors Europe
August 2017

FOLLOW THE MONEY

Bentley Bucharest’s Mihaela Tudorică discusses how the Retailer has
taken a broad approach to ‘Follow the Money’.

Which sector did you choose to target, and why?
With Bentley, we are targeting a distinctive and exclusive segment of customers. They are very wealthy,
well-educated people, who need to have a good reason to attend an event or visit a showroom. We carefully
studied their behaviour and identified certain exclusive events where they participate.

In preparation of these direct meetings with them, we have a regular presence in business and lifestyle
publications, so when they see Bentley representatives, there’s a good chance of recognising them. We attend
events that feature high-class yachts, high-value travel experiences, haute jewellery and exclusive horology
launches. There, we meet with our prospects and discuss about their businesses and passions – particularly their
automotive passions.

Describe how you target this segment.
We are constantly looking for companies that target high-value customers and get in touch with them to identify
their calendar of exclusive events. We regularly attend high-value networking events and build a strong network
of prospects one by one.

Most of the conversations then continue directly in our showroom and in private visits because, even if these
people are quite open about their automotive preferences, they want to be treated individually and take their
time to learn about the car of their dreams, its features and the customisation opportunities. This latter type
of discussion usually takes quite a while because, as we all know, the customisation possibilities with Bentley
are extensive.

What are the standout features in your initiatives?
In such events where we see that the target audience matches very well, we join in with static displays of our
Bentayga, Continental and Flying Spur models and actively distribute invitations for private showroom visits and
test drives. You cannot ask such prospects to show up for a test drive the very next day, but you do follow up
with them and plan their test drives and individual discussions at their leisure.

How successful have you been? Any strong leads or sales?
We have extremely strong sales results this year, going beyond our targets and even going beyond our most
optimistic dreams. But I would not be able to say that just one single event or partnership is behind these
outstanding results. I would rather say that now we are reaping the benefits of several years of consistent
networking and event participation activity. On top of this, we need to recognise the very strong appeal of
Bentayga, which helped us reach an extended segment of prospects. I also remember my first sale of the
year – a Mulsanne EWB.

Would you target this area again in the future or choose to change segment?
Bentley owners are, at least in Romania, a very clear target segment, consisting of people who have built big
businesses and are managing significant wealth. This is a growing segment in our country. Among this group,
recommendations are highly valued and we are starting to tap into this now that we are well established as the
Bucharest Bentley Retailer. This is why we would not change this segment until it reaches its full potential.

Is there anything you’ll try to do better next time?
Of course – we learn from our customers every day and we improve our services for them. One thing we know is
that they do not appreciate aggressive sales techniques, but rather like to be lured by the intrinsic charms of the
vehicle. In this respect, our main goal is to attract them to our elegant showroom and get them to meet our best
models up close and personal.

SALES INFORMATION 2017

Bentley Motors Europe FOLLOW THE MONEY
August 2017

Are there any segments you think Bentley could target more aggressively?
There is a younger entrepreneurial segment emerging, especially from the IT areas – they have specific values and
a different type of education. Rather than being attracted by tradition, they focus a lot on innovation and green
technologies – in the future, they will probably grow to be extremely affluent and we would need to find ways to
meet them on their turf via hybrid or electric cars.
What did you learn from your initiative?
That you need to plant seeds everyday if you want to find yourself in a forest.
Also, that you need to have elegance, patience and tact in order to make room for a Bentley in the life of your
customers, but once they embrace the British heritage, they become long-term loyal fans and customers.

SALES INFORMATION 2017

FOLLOW THE MONEY Bentley Motors Europe
August 2017

FOLLOW THE MONEY

Miguel Costa, at Bentley Lisbon, shares the secrets of an invitation-only
club that is attracting new, younger high-net-worth prospects.

Which sector did you choose to target, and why?
We have several strategies in place to reach wealthy prospects and their participation in the Wine & Executive
Club is one of them. The main objective is to attract potential leads, while also increasing the awareness of the
brand in our market. In general, the members of the Wine & Executive Club are business leaders and executives
who appreciate refined events and enjoy access to exclusive goods or services. The attendees of this club are
generally younger people who are passionate about the good things in life.

Describe how you targeted this segment.
Membership in the club is by invitation only and, when combined with an annual entry fee, makes it very exclusive.
It ensures that we can target the high-net-worth individuals in our area in a very closed environment.

What were the standout features of your initiative?
Bentley Lisbon is one of the main sponsors of the club, but there are other participating brands from the luxury
market. We have access to all data of the attendees and their guests. Our sales team is always present at the
club’s events, and we have a Bentley on display and feature Bentley corporate imagery in our marketing materials.

How successful were you? Any strong leads or sales? Did your initiative generate any test drives or
any recommendations?
We only started with the initiative last month, but the first impression is that it’s very promising – we are already
enjoying some important leads and receiving test drive requests. I’m sure that we will reap the rewards from
these. We need to use this momentum to ensure our brand is at the top of the shopping list of the Portuguese
luxury market.

Post-event, how will you follow up?
We have direct access to the club’s data base and we will start to introduce this information to our C@B. What
we are seeing is that most of these people have the finances in place to afford a Bentley, and it’s our job keep
posting and inviting them to our “Extraordinary World”. Aside from that, we try to schedule test drives with
those who have expressed an interest in a specific product.

Would you target this area again in the future or choose to change segment?
This is a long-term partnership into 2018 and we’ll continue working hard within this segment. The club holds an
event every month (except the August holiday period) and in each event there are always new guests attending.
Inevitably these guests suggest other new people we could invite, so the group will keep growing.

Is there anything you’ll try to do better next time?
The Wine & Executive Club members and guests can taste exclusive wines and have the opportunity to hear a
lot of interesting tips for the wines presented during the dinner event by the club’s oenologists. The dinner is
prepared by a prestigious chef from the five-star Pestana Palace Hotel. In addition to this, during the dinner we
have a presentation by a VIP guest speaker from within a different field, whether that be finance, insurance, IT
etc. Going forward, I think this could include people looking at different aspects of the Bentley brand.

Are there any segments you think Bentley could target more aggressively?
I think we need to engage more with a younger audience – those people who at the moment don’t match with
Bentley because they classify it as a very classical brand.

What did you learn from your initiative?
That it’s essential we are wherever the money is – this is the only way we can ensure we are constantly in the
mind of our potential customers.

SALES INFORMATION 2017

Bentley Motors Europe FOLLOW THE MONEY
August 2017

SALES INFORMATION 2017

FOLLOW THE MONEY Bentley Motors Europe
August 2017

FOLLOW THE MONEY

Victoria Morgan, Sales Manager at Bentley Marbella, reveals how partnerships
and product placement can broaden the appeal of the Bentley brand.

Which sector did you choose to target, and why?
We chose to actively target the Seasonal Hotspots in Marbella, which obviously include luxury hotels, exquisite
restaurants, top clubs and fashionable discos. In Marbella, our market is quite seasonal ‘per se’, which helps.
Another benefit of this is that it allows us to broaden our reach and to cover numerous venues. We are doing a
lot of partnerships and static events. The pictures (right) are taken at Sierra Blanca Luxury Urbanisation,
Laguna Village complex and Besaya Beach.

Briefly describe how you targeted this segment.
We already enjoy strong contacts in the area. Of course, you have to know where the money will be and offer an
incentive of co-operation to the organising brand. Our extraordinary products make this an easy sell – nobody
says no to having Bentley displayed at the entrance of their venue or using our cars to do the transfers between
the airport and their hotels.

What were the standout features of your initiative?
Carefully selecting the right partners was a crucial part of our strategy – we chose Olivia Valere Discotheque
and Babilonia Restaurant, the Puente Romano Hotel and Suite Discotheque, the Marbella Club Hotel, the Puerto
Banús DSquared2 boutique, Tourbillon (Gómez y Molina Jewellers), the Ocean Club and Nikki Beach.

This has allowed us to broaden our reach to a new range of prospective clients, people who would not necessarily
consider a Bentley. The displays at prominent ‘buzz spots’ have proven to be perfect for showcasing our
products, and the cars have generated an enormous amount of positive feedback.

How successful were you? Any strong leads or sales? Did your initiative generate any test drives or
any recommendations?
We have enjoyed several test drives, which have resulted in a couple of sales, so the strategy is already starting
to pay off.

Post-event, how did you follow up?
We took the contact details of all those people who expressed an interest in our cars and we then followed these
up either via email or phone. Of course, one of the best follow-ups is to nurture the relationship by inviting those
people to future events.

Would you target this area again in the future or choose to change segment?
We would possibly alternate with another sector. We are currently examining how we can forge stronger ties and
a deeper co-operation with the private banking sector. If this is successful, we would then adjust our strategy so
we could appeal to both.

Is there anything you’ll try to do better next time?
There is always room for improvement, but it’s too early to say how.

Are there any segments you think Bentley could target more aggressively?
I think we all know our own areas well and which segments are more profitable for the individual Retailer. I have a
couple in mind and I shall be testing them shortly. Watch this space.

What did you learn from your initiative?
You never know where a sale can come from, so don’t stop trying.

SALES INFORMATION 2017

Bentley Motors Europe FOLLOW THE MONEY
August 2017

SALES INFORMATION 2017

FOLLOW THE MONEY Bentley Motors Europe
August 2017

FOLLOW THE MONEY

Erik Green, Bentley Stockholm’s Brand Manager, details the strategy to
foster relationships with Sweden’s leading luxury hotels.

Which sector did you choose to target, and why?
I have been prospecting and keeping an eye on the development of the top 10 luxury hotels in Sweden for a
long time. Over the years both the hotel sector and tourism have expanded significantly and there is a growing
interest in international chains operating in Sweden and its territories.

Describe how you targeted this sector.
Our team has recognised the importance of connecting with hotel managers and owners around Sweden on every
travel occasion. In 2016 we finalised our first hotel co-operation with Grand Hôtel Stockholm, the most luxurious
hotel in Sweden. They leased a Bentley Flying Spur, offering a custom service for their VIP clients. The manager
of the hotel also kindly introduced us to various other hotel directors and owners within his network. He gave us
the suggestion to reach out to hotels and offer the service of renting a Bentley for special occasions. This is a
good idea, but instead we went with a different strategy and decided to sell or lease directly to the hotels or the
directors to promote and boost their luxury services.

We invited the best hotel owners and directors to a test-drive evening, hosted at the Operakällaren, one of
Sweden’s finest restaurants, where they’d be inspired by new takes on luxury services and lifestyle. We combined
test drives of Mulsanne, Continental GT and Bentayga with the launch of the new champagne brand Nyetimber.

How successful were you? Any strong leads or sales?
The event was an overwhelming success. The evening resulted in one contract for a Continental GT Convertible
to a high-end luxury hotel located on the west coast of Sweden, and a nice touch is that the car’s numberplates
will carry the name of the hotel.

Post-event, how did you follow up?
The week after the event, our team gathered and analysed what went well and how we could optimise customer
satisfaction for our next hospitality event – we are always looking at possible improvements within the sales
cycle and optimising the extraordinary Bentley experience. A ‘thank you’ card went out by post to everybody that
attended the event and hot prospects were followed up by a personal phone call inviting them to a one-to-one
meeting in our showroom.

Would you target this area again in the future or choose to change segment?
As mentioned previously in the interview, the luxury hospitality industry in Sweden has developed and grown
rapidly over the past few years. Working in the hotel, food and beverage sector has developed into a trendy
business niche area and many people in these professions now enjoy a high-end title. With this as a background,
hotel and restaurant owners are definitely one of the main trendsetting players and are quite influential in their
cities. If they choose Bentleys, this would be an effective marketing tool for the brand. To this end, I can say that
we are definitely looking into our options for integrating into the hospitality sector.

Is there anything you’ll try to do better next time?
This type of event was a perfect chance for us to make a first impression and introduce Bentley and the brand.
However, next time we would prefer to have an even more intimate, invite-only event with a very select few
guests and this would allow us to build a more personal, one-on-one relationship with the clients.

Are there any segments you think Bentley could target more aggressively?
I am very excited about thinking outside the box and trying to enter new client segments with Bentley. Earlier
this year, we had an event where clients went sport fishing in Bentaygas for a weekend. I strongly believe
optimising the extraordinary experience is possible by combining two passions in one experience.

SALES INFORMATION 2017

Bentley Motors Europe FOLLOW THE MONEY
August 2017

What did you learn from your initiative?
This evening was the first introduction to the client segment and the hospitality market and we were surprised by
the impact and just what an effective marketing tool the owners and directors are for us. I also received great
feedback and more knowledge of what’s coming within that industry. This gives us opportunities to follow and
prospect sales opportunities.

SALES INFORMATION 2017

FOLLOW THE MONEY Bentley Motors Europe
September 2017

FOLLOW THE MONEY

Bentley Warsaw’s Sales Manager, Paweł Ciołkiewicz, guides us through a
strategy to seek affinity partners in sport and the private jet sector.

Which sector did you choose to target, and why?
Our Follow the Money initiative saw us target private jets, golf and polo, seeking to make affinity partners and
engage in cross-marketing.
Describe how you targeted this sector.
Using KPMG reports about luxury goods in Poland, information from our clients and affinity partners, we
ascertained which sectors would be profitable for us to target.
What were the standout features of your initiative?
Affinity partnership, cross-events, lotteries, exclusive events and a presentation of a particular model to a
specific group of clients.
How successful were you? Any strong leads or sales? Did your initiative generate any test drives or
any recommendations?
Our range of projects has proved highly successful, securing a number of sales and deposits for the new
Continetal GT and test drives. We have also secured a number of new clients, whom we have invited to visit our
stunning new showroom.
Post-event, how do you follow up?
As often as possible, we send thank-you letters to attendees of our events, trying to maintain a good relationship
and organise future meetings.
Would you target thes areas again in the future or choose to change segment?
Yes. These partnerships are ideally matched to our brand and we plan to continue this co-operation. We will
also look to expand to build other partnerships.
Is there anything you’ll try to do better next time?
Data acquisition during this kind of event and using tools for building relationships with potential customers.
What did you learn from your initiative?
The places where clients like to relax and enjoy their various passions are the ideal places for us to build
relationships with them.

SALES INFORMATION 2017

Bentley Motors Europe FOLLOW THE MONEY
September 2017

FOLLOW THE MONEY

Jiří Halousek of Bentley Prague shares the success of working with Breitling.

Which sector did you choose to target, and why?
The Czech Republic is a landlocked country with no mountains, so we could not host a yachting or skiing event.
We decided to partner with Breitling for two special events.
Describe these events.
Firstly, we ensured Bentley and Breitling played starring roles at the Bentley Prague golf tournament, which was
held at the Beroun Golf Resort. The second event was a party held at the Breitling Boutique on Pařížská Street
in Prague.
What were the standout features of these initiatives?
At the golf event, we invited Bentley and Breitling customers, and presented watches to both the winner and
the player nearest to the pin. The party at the Breitling Boutique was attended by the Breitling Jet Team – the
largest civilian aerobatic display team in Europe – which held an air show the next day so customers could see the
pilots and jets in action.
How successful were you?
The events received a very positive reaction from both our customers and Breitling’s customers. They all
appreciated that we had hosted the events together – after all, almost every Bentley driver has a Breitling watch
on his wrist.
Post-event, how did you follow up?
We have placed lots of phone calls to customers and prospects and offered test drives and visits to our
showroom. We have also started presenting ourselves at the Breitling Boutique with offers, magazines and
brochures, and Breitling now has a display at our showroom. We are also planning on teaming up with Breitling
again to host a Christmas Party for our customers.
What did you learn from your initiative?
We have learned that only the best organisation and co-operation from both brands will give the right result.
Nothing can be compromised; everything possible must be done to fulfil the high expectations that our
customers have.

SALES INFORMATION 2017

FOLLOW THE MONEY Bentley Motors Europe
September 2017

FOLLOW THE MONEY

Retailer Nicholas Bernard of Bentley Athens discusses the methods
his team used to target the private sports club sector.

Which sector did you choose to target, and why?
The sports club sector – in particular, private tennis clubs. Due to the fact that Greece has been in financial
recession for a long time, people are not eager to display their wealth. For this reason, it can prove difficult to
find these people, so a private sports club seemed like the perfect fit for us.

Describe how you targeted this sector?
We approached the most exclusive private tennis club in Greece, which has about 800 elite members. The club
only accepts the very best sponsorships and does not enter into commercial partnerships, so we approached
them by offering the Bentley brand to fulfil any of their automotive needs, such as events, VIP transport. On that
basis, we formed a relationship.

What were the standout features of your approach?
It’s important for us to have a 360-degree approach, rather than focus on a particular event. We aim to bring the
club members closer to the Bentley experience, but without using a hard-selling approach, which is undesirable
for them. We arranged test drive dates and distributed specific communications regarding Bentley through the
club newsletters and app. Because the tax system in our country makes it very difficult to actually purchase a
Bentley, we created a luxury long-term hire programme, which is the best way to approach this group of people.

How successful is your partnership proving to be?
The partnership is quite successful. We have brought all of our target audience closer to the Bentley brand;
we have closed some long-term rental contracts; and we have generated some real interest for the new
Continental GT.

How are you following this up?
We are in the process of planning a ‘Bentley Days’ experience at the club, which will focus on the new Continental
GT. We are also inviting anyone who has expressed interest in the model to our main Continental GT event at our
showroom in December.

Would you target this sector again in the future?
I believe this segment is ideal as it contains precisely the people who have the ability to own or rent a Bentley
in Greece.

Is there anything you’ll do differently next time?
We are now trying to add invitations to exclusive Bentley events around the world into the mix of our partnership
with the club to make this experience more brand immersive.

Are there any sectors that Bentley could target more aggressively?
I believe that sports in general – whether that is private clubs or even sporting organisations and events – has
great potential and offers good opportunities.

What have you learned from your initiative?
Potential customers in our market have a tendency to avoid any kind of exposure in the current social context.
We cannot expect them to visit our showroom, so we need to find new ways to find them and target them.

SALES INFORMATION 2017

Bentley Motors Europe FOLLOW THE MONEY
September 2017

SALES INFORMATION 2017

FOLLOW THE MONEY Bentley Motors Europe
October 2017

FOLLOW THE MONEY

Oscar Renedo of Bentley Barcelona has a new approach to targeting sports,
which is generating strong leads for the Retailer.

Which sector did you choose to target, and why?
Bentley Barcelona has created a whole new concept called The Bentley Seasons by organising a quarterly series
of qualitative, surprising, differential and exclusive micro experiences. We are using these events to target men
between the ages of 35 and 65 years; high-class individuals interested in the world of exclusive sports.

Describe how you targeted this segment.
The concept is based solely on attracting high-net-worth Individuals to the Bentley Brand, with two main goals:
to acquire VIP clients and increase brand loyalty. Admittedly, identifying these potential prospects isn’t an easy
task so our PR agency has played an important role in allowing us to fulfil our objectives. By collaborating very
closely with us, they fully understand our needs and have already succeeded in bringing the right people to us.

However, we really need to ensure that we cater to the tastes of these people. As such, our Bentley seasons are
all about experiences. We do not believe in static events. Instead, we prefer to get these people into our cars.
In our experience, these are people who will spread the word within our target audience, thus giving us massive
exposure while simultaneously provoking valuable conversations – we want them to talk about Bentley.
We generally run the experiences to the same format – Test Drive + Experience + Gastronomy (Michelin star
restaurants) + Test Drive, but tailor them to the seasons. So, in winter we have heli-skiing, in spring there is
a flight in a light aircraft. Summer features an off-road adventure with Bentayga while autumn is related to
horse-riding.

How successful have you been? Any strong leads or sales? Did your initiative generate any test drives or
any recommendations?
We have enjoyed many strong leads since the programme was launched and many referrals have called and
walked into our showroom. This is important as we are actively targeting prospects who were unknown by us
prior to this event. Remember, sales cycles tend to be quite long, so these experiences are designed to establish
an initial and lasting relationship.

Post-event, how did you follow up?
We had a multi-faceted approach involving the following tools:
Letter of appreciation
Call of thanks
Showroom invite
Geneva Motor Show
2D New Continental GT Previews (White Dinner)
What’s next: new showroom opening

Would you target this area again in the future or choose to change segment?
Our focus this year has been on sports, but next year we are looking to explore the world of art to figure out
which meaningful actions can be undertaken.

Is there anything you’ll try to do better next time?
The learning and feedback we take away from each event are extremely valuable for us. We will always strive to
bring our best to any new concept to ensure we continue to offer unforgettable experiences.

What did you learn from your initiative?
No matter how untouchable you reckon these people are, it is important to acknowledge that they will always
truly appreciate the opportunity to drive a Bentley. It is equally important to remember that customer proximity
is key when talking and dealing with them.

SALES INFORMATION 2017

Bentley Motors Europe FOLLOW THE MONEY
October 2017

SALES INFORMATION 2017

FOLLOW THE MONEY Bentley Motors Europe
October 2017

FOLLOW THE MONEY

Luc Holderbeke explains how Bentley Brussels’ policy of ‘thinking global,
acting local’ is paying dividends.

Which sectors did you choose to target, and why?
For the first two quarters of 2017 we selected three segments with ‘omnipresent money’ in order to reach new
potential target groups – the world of gastronomy, selective sport events (one golf tournament and two horse
competitions) and passionate owners of exclusive automobiles (modern sportscars as well as old-timers).

Following our philosophy of ‘thinking global, acting local’, our criteria was to ensure our Bentley brand and models
were both in the spotlight whenever we were bringing our product to a selected audience of high-net-worth
individuals in their own environment – exquisite restaurants, exclusive sports events and unique automotive rallies.

Describe how you targeted these segments.
We selected the following areas and locations with high revenue people who were living and/or enjoying their
leisure time close to our area of influence:

Waasmunster for the culinary event
Waterloo for the golf tournament
Waregem/Elsegem for the horse events – the biggest steeplechase event in Belgium and the equestrian
carriage championship
Knokke for the Zoute Grand Prix of classic and exclusive cars.

Our participation always focuses on three key criteria:
Product placement
Opportunity for one-to-one marketing contacts, thus ensuring we continue to reach out to new leads
Test-drive opportunity for the screened qualified leads.

What were the standout features of your initiative?
Seeking to maximise our impact, we selected events where we could share contacts. The golf tournament,
The Bentley Inter-Company Golf Challenge, allowed us to reach guests from other sponsors, while the horse
competitions had Naessens, a major player in the construction sector, as a key sponsor. This approach paid
dividends and allowed us to meet a lot of people related directly or indirectly to construction companies.

How successful were you? Any strong leads or sales? Did your initiative generate any test drives or
any recommendations?
This year, we mainly focused on the Bentayga range, which still needs more awareness, visibility and, more
importantly, more direct contact with the potential customer with our product.

In the described activities, we generated an average of six to eight new sales leads for Bentayga, and secured
two for Flying Spur, three for the current Continental GT, and six for the new GT. I’m particularly proud of the
latter as we achieved this before the car’s global reveal at the Frankfurt Motor Show. Our test-drive invitations
generated seven appointments on average, even when the cars were not immediately available on location. As for
confirmed sales, it always takes a lot of time to define concrete figures.

Post-event, how did you follow up?
Every outside activity is followed up by a three-phase process:

Callback campaign within the following two to three days to thank people for their interest, or to confirm a
showroom visit, test-drive appointment or to confirm a commercial offer.
Insert in C@B every qualified business partner or new lead
Invitation to the next related event (depending on the model and the calendar).
We have also launched a quarterly newsletter, and these new contacts will be automatically informed of special
activities, branded goods, new staff, products etc.

SALES INFORMATION 2017

Bentley Motors Europe FOLLOW THE MONEY
October 2017

Would you target this area again in the future or choose to change segment?
Yes, we believe these fields are generating good results and there is still plenty of unknown potential profiles.
However, it is also true that we need to reconsider our activities every year. One area we need to be more active
with Bentayga is in the shooting world – what about a shooting party organised by Bentley Motors?
Is there anything you’ll try to do better next time?
Of course. We are thinking about how to remain present in the thoughts of any generated new lead. The
quarterly newsletter is just the beginning.
Also, as demonstrated by our experience with the Zoute Grand Prix, we are looking at working more frequently
with an outside company that can grab some new leads and qualify them the week after. Once qualified as hot
(warm) leads, they pass this information on to us and we do our job. We are convinced that too often we miss
out on leads because we are too busy with other customers.
Are there any segments you think Bentley could target more aggressively?
Yes. For our market, we could target private planes, helicopters, first-class lounges and private airports, and
exclusive sports territories such as shooting.
We are also looking at sponsoring a world-class golfer – this is a sport with which people can identify themselves.
One area that is totally unexploited is charity auctions – the standard of auctions I have witnessed is amazing and
it would enhance Bentley’s image. We have already tested this on a local level.
What did you learn from your initiatives?
We are increasingly aware of the fact that times are changing; continuously going faster, becoming more efficient
and more focused on direct payback.
Despite this, our true values remain solid – the pillars of our business:
The Product: the most effective way to conquest new customers remains knowing the DNA of the Bentley Brand
and each of its products to succeed in getting the prospect into the car and behind the wheel. Relationship with
the Customer: every day shows us that we have to remain focused, be even more creative and entrepreneurial to
consolidate a particular relationship with our customers, at all levels and in all aspects (Sales, Aftersales, Parts
and Accessories).
Yet our daily focus still essentially remains twofold: to enhance our conquest score while at the same time
consolidating customer loyalty.

SALES INFORMATION 2017

FOLLOW THE MONEY Bentley Motors Europe
October 2017

FOLLOW THE MONEY

Natalia Doilnitsyna at Bentley Kiev shows how joining forces with
Louis Vuitton can target new customers.

Which segment did you choose to target?
For this communication programme, we chose Louis Vuitton Kiev boutique as a partner. Once a year,
Louis Vuitton holds a very exclusive men’s party in order celebrate its most loyal clients.
Describe how you targeted this segment.
We clearly understood that not all clients of the boutique are Bentley clients, but we ensured we targeted those
Louis Vuitton clients whom we felt could be prospects.
What were the standout features of this initiative?
Our goal was not to engage prospects in the Bentley process. Instead, our strategy was to concentrate attracting
new blood to the brand. By this I mean we wanted the opportunity to communicate with new clients, and not
those who already exist in the Bentley database. Bentley Kiev is a new Retailer and our goal is to expand and
nurture our client database.
How successful were you? Any strong leads or sales?
The best point was that the event featured no test drives, no POSM. We concentrated solely on inviting
four Bentley clients to the party – they were also new clients for the Louis Vuitton boutique and they were
very appreciative. During the cocktail party, the director of the boutique introduced our Sales Manager, Iryna
Morozova, to all the guests, and she relished the opportunity to engage with people of interest to us in a very
relaxed atmosphere. She was very successful and generated three new leads.
Would you target this sector again?
Yes, absolutely. Louis Vuitton and Bentley are friends for forever now.
Is there anything you’ll try to do better next time?
I would like craftsmen from Bentley to do live demonstrations of their work. If Louis Vuitton agrees to this, then
this will definitely happen.
Are there any segments you think Bentley could target more aggressively?
Luxury restaurants.
What did you learn from the initiative?
The Follow the Money programme is a really great tool for increasing the number of people on our database.
We want to have at least one more similar activity this year.

SALES INFORMATION 2017

Bentley Motors Europe FOLLOW THE MONEY
October 2017

FOLLOW THE MONEY

Christoph Haupt talks about how Bentley Frankfurt is reaping the rewards
of targeting the property sector.

Which sector did you target, and why?
We identified property as an area where we could enjoy rich pickings. Many of our customers are active in this
sector, and many more have invested here.
Describe how you targeted this sector?
We made a concerted effort to select a worthy affinity partner in this sector. After a lot of research and
negotiations, we finally settled on Engel & Voelkers, the luxury real estate agency.
What were the standout features of your initiative?
I was actually introduced to the director of Engel & Voelkers at an exhibition and we both quickly realised that
Engel & Voelkers and Bentley share many similarities. We recognised that we moved in the same customer
circles and this was the basis for our co-operation.
How successful were you? Any leads or sales?
Our objective was to raise the profile of Bentayga in Frankfurt and this collaboration allowed us to achieve this.
Engel & Voelkers has a pop-up store in a prominent location in Frankfurt and we capitalised on this by displaying
a Bentley in front of their premises. We also used a car to chauffeur guests to the store and we encouraged our
colleagues at Engel & Voelkers to act as Bentley ambassadors to help us promote the brand.
This partnership has already yielded many interesting new leads and we are working hard to secure our first sale.
Would you target this sector again?
Yes. The property market is of special interest to us and we will certainly be active in this sector again in the
future. Of course, we are also thinking about other initiatives.
Are there any segments Bentley could target more aggressively?
I think there are many sectors where our presence could be more prominent. It’s always good to meet people
where they spend their leisure time – one group which is neglected is horse riding.
What did you learn from your initiative?
Our collaboration is proof that you should always try something new. Always be open to new partnerships and
try to ensure that the brand is in the public consciousness – ambassadors are great for this.

SALES INFORMATION 2017

FOLLOW THE MONEY Bentley Motors Europe
November 2017

FOLLOW THE MONEY

Miguel Costa from Bentley Lisbon explains how a collaboration with a
private aviation company is paying dividends.

Which sector did you choose to target, and why?
We identified the private aviation sector. NetJets has based its headquarters for European operations in Lisbon
and the company has some exciting initiatives in the city – namely, new jet presentations. It has also been
increasing the number of flights arriving and departing from Portugal, and the company is now the largest private
aviation operator in Portugal, surpassing the second largest by offering “three times more flights”.

The company, owned by Warren Buffett, has the largest fleet of airplanes in the world (700) and intends to
continue to grow: it has an investment of more than €14 million in order to extend the stockpile. By 2022,
670 new planes will arrive. Globally, NetJets currently has about 5.000 customers, of whom 1.500 are
Europeans. In Portugal, there are 20 passengers, who according to the vice-president are “loyal customers”.
The number of private jets is increasing significantly across the globe, as well as here in Portugal, and we are
finding that more and more have foreign people coming to our country to invest and live here.

Describe how you targeted this sector.
Bentley Lisbon enjoys a strong relationship with NetJets. We do many events together, as well as sharing our
customers and presenting the products of each brand. We are currently increasing our partnership due to the
company deciding to base its European headquarters in Lisbon.

What were the standout features of your initiative?
We discovered that the same kind of customers who are seeking a sophisticated mobility solution in the air
are looking for the same solution on the ground. Our last event was the presentation of a new airplane – the
Citation Latitude.

How successful were you? Any strong leads or sales?
Our objective was very simple: to meet the NetJets customers and present our range to them. We drove all
NetJets’ customers from the Cascais Marina to the Cascais Airport with our cars. Some of them even test-drove
our cars and because of this we received some important leads. We also invited some of our VIP customers to
this exclusive event. The day after, we did the same programme with the Portuguese lifestyle press.

Would you target this area again in the future or choose to change segment?
The event was a resounding success, so of course we’d like to repeat it. At this moment there are more than
100 national frequent users of private aviation in Portugal and only two of them have Bentleys! This is definitely
a segment we can target.

Is there anything you’ll try to do better next time?
No. I think that we did everything according to our plan and expectations.

Are there any segments you think Bentley could target more aggressively?
Yes, certainly. The private aviation sector is definitely one we wish to target again, as are events linked to
horse shows.

What did you learn from your initiative?
I have learnt that there are many sectors you can reach out to and take advantage of, and doing so not only raises
your profile, but also generates an attractive number of leads.

SALES INFORMATION 2017

Bentley Motors Europe FOLLOW THE MONEY
November 2017

SALES INFORMATION 2017



FRANCHISE
DEVELOPMENT

FRANCHISE DEVELOPMENT Bentley Motors Europe
January 2017

A LUXURY EXPERIENCE

We are proud to announce the launch of two new assets to help you
maximise the impact of your Retail environment – Luxury Experience and
Boutique Launch Packs.

The Luxury Experience has been designed exclusively for 5 and 6 Star Retailers to complement their new showroom
and sales environment. There are four different ways for your customers to enjoy the Luxury Experience:
Luxury Pack 1 includes the Naim for Bentley Mu-so and two reed diffusers.
Luxury Pack 2 includes the Naim for Bentley Mu-so QB and two reed diffusers.
Hospitality Pack includes a Bottle Stopper, Corkscrew and two Coasters.
Business Pack includes a Desk Set and a Tibaldi for Bentley GT Ballpoint Pen.
All packs offer you the chance to make savings on buying the items individually and offer further ways to entice
customers and prospects into the brand.
The Boutique Launch Pack has been designed to make new Retail spaces more alluring and attractive, broadening
the appeal of your showroom to customers and prospects alike. There are five options available:
Cabinet 1 – Home and Iconic Classics
Cabinet 2 – Heritage Accessories
Cabinet 3 – Colour Clothing
Cabinet 4 – Colour Accessories
Cabinet 5 – Motorsport
As well as creating conversation pieces, all these cabinets offer you an additional revenue stream, providing you with
even more ways to achieve your targets.

SALES INFORMATION 2017

Bentley Motors Europe FRANCHISE DEVELOPMENT
January 2017

BENTLEY BERLIN – QR CODES

Bentley Berlin is blazing a trail of innovation through the easy advertising
of car specs through the use of QR codes.

The Retailer has put the codes on its display of new and Pre-Owned showroom cars, allowing visitors to quickly
and easily scan the code to reveal the full car specification.
The advantages are manifold – customers can simply scan the code and will then have all information at hand at
any time. This does away with the cumbersome printing out and handing out of specs, while also modernising the
perception of the brand.
The initiative was launched in autumn 2016 and has earned many positive plaudits from customers, praising this
contemporary approach and general ease of use. It can even be used in advertisements, ie. on mobile.de where the
QR code is linked to the Bentley Berlin website, showing in real time the complete range of stock available, and it is
the perfect tool for advertising campaigns such as Performance Leasing etc.
Karsten Meyer, General Manager of Bentley Berlin, said: “The QR code demonstrates that we are using popular,
cutting edge technology. As well as being cheap and easy to implement, it also has the benefit of showing the brand
in a more modern light while demonstrating our commitment to sustainability – by avoiding paper printouts we are
using much less paper while reducing our carbon footprint.”
This is an excellent example of best practice – well done to Bentley Berlin on a fantastic initiative and thank you for
sharing your activity with us!

SALES INFORMATION 2017

FRANCHISE DEVELOPMENT Bentley Motors Europe
February 2017

TOP RETAILERS 2017

As you are aware from the Dubrovnik Retailer Conference, we have three 6
Star Retailers.

They are Frankfurt, Hannover and Riga.
We also have two 5 Star Retailers – Moscow Volgogradskiy and Hamburg.
These Retailers have all demonstrated extraordinary commitment to delivering an exceptional customer experience,
and by awarding them this accolade, which is based on the results of the Retailer Balance Scorecard by October 2016,
we are recognising their achievements. The Retailers hold on to their awards for one year, and door signage to display
them will arrive at the showroooms next week, as will email footers for all of their staff.
Robert Engstler, Regional Director Europe, said: “I wish to congratulate each of the winners personally for their efforts.
This is a massive achievement and recognises their continuous hard work and dedication to excellence. I hope you are
as inspired by their exploits as I am.”
Contact your Area Sales Manager for any queries regarding the performance index. The measurement is re-newed
every quarter.

SALES INFORMATION 2017

Bentley Motors Europe FRANCHISE DEVELOPMENT
February 2017

NEW RETAILER IN THE WINE
CAPITAL OF BORDEAUX

We are proud to announce the opening of an all-new showroom in
Bordeaux, France.

The purpose-built retail environment, positioned at the heart of a thriving centre of high net worth individuals, is
located in the heart of Bordeaux’s automobile district and offers customers the opportunity to enjoy the complete
Bentley model range in a contemporary setting.
Raphaël Vene, Sales Manager at Bentley Bordeaux, said: “At our showroom, customers will be able to experience the
truly extraordinary Bentley spirit as they receive personalised service surrounded by unparalleled design, automotive
passion and peerless attention to detail.”
Robert Engstler, Regional Director for Europe, added: “The opening of the Bordeaux showroom brings the total
number of Bentley showrooms in France to four: Paris, Lyon, Cannes and now Bordeaux. This is an excellent
platform, allowing all our valued Bentley customers in France to reach us with ease.”
The showroom is located along the Bordeaux ring road at the Lège Cap Ferret exit, just a few minutes from
the airport.

SALES INFORMATION 2017

FRANCHISE DEVELOPMENT Bentley Motors Europe
April 2017

WARSAW EVENT OF THE WEEK

A lavish party was held to mark the opening of Bentley Warsaw, following
a major investment in new CI and customer facilities.

More than 40 VIPs and special guests were invited to the event, which saw Robert Engstler, Regional Director for
Europe, in attendance to deliver the welcome speech and cut the ribbon. Philipp Noack, Sales Operations Director
for Europe, was once again visiting the Retailer.
As well as a gala dinner featuring a traditional British menu, the showroom was filled with green light reflecting the
heritage of the Bentley brand. Product highlights included the presence of Supersports on display, and an old timer,
which was on loan from a customer.
As you’d expect from such an important milestone, the evening featured the very best hospitality, including a bar
serving beer and whiskey, and an amazing musical experience provided by Polish musicians The Roots.

SALES INFORMATION 2017

Bentley Motors Europe FRANCHISE DEVELOPMENT
May 2017

KIEV OPENING PARTY

An exclusive launch party was held to mark the opening of the latest
addition to the Bentley family – the new Retailer in the Ukrainian capital.

The new location consists of a showroom measuring 290m² and a state-of-the-art workshop and Aftersales
centre. Following five months of construction and substantial investment, Bentley Kyiv welcomed more than 200
customers and guests to the official opening ceremony at Equides Horse Club Kyiv. The event saw the Retailer pull
out all the stops to create a truly memorable experience – the striking showroom was equipped with a dramatic
photo backdrop wall, as well as a large selection of our current product range.
Aside from the customary Bentley offerings, there was also the very best catering and champagne, as well as speeches
from Dr Andreas Offermann, Member of the Board for Sales, Marketing and Aftersales, and Robert Engstler, Regional
Director for Europe, and even an introduction from a local horseman, which created the ultimate ‘wow’ factor.
Dr Offermann said: “This is a significant day. Establishing our Bentley brand in this country is a very important step in
our growth strategy for Europe.”
Robert Engstler said: “We have high levels of interest in Bentley across the country and see a significant potential
customer base. Winner is a strong commercial partner in Ukraine for our joint success. With this new Retailer we
will ensure our customers have a unique Bentley experience and we are proud to set a new benchmark in the luxury
automotive market in Ukraine. I am glad we took this important step together with our partners at Bentley Kyiv.”
John Hynansky, Owner/CEO of Winner Group, added: “It is truly an honour and a privilege to represent such an
esteemed brand as Bentley in Ukraine. We believe that entering this partnership is perfectly aligned with Winner’s
core vision of providing best-in-class automotive products and services for our customers. We are committed to a
long-term presence in Ukraine and look forward to an equally long-term relationship with Bentley.”

SALES INFORMATION 2017

FRANCHISE DEVELOPMENT Bentley Motors Europe
June 2017

NUREMBERG GROUNDBREAKING
TAKES PLACE

The gap between our showrooms at Frankfurt and Munich moved a step
closer to being filled as the groundbreaking ceremony took place for the new
Bentley showroom at Roth, near Nuremberg.

It was great to see the beginning of construction of this new base, which is due to be completed at the end of the
year. There has already been a pre-opening event for the new showroom and the presentation of the showroom
team at a classic car rally featuring 120 vehicles. The next highlight is the planned 2D preview on July 6 at the
Meridian Grand Hotel in Nuremberg.
Stefan Diefenthal, Franchise Development Europe, says: “We’re very satisfied with these activities, which are paving
the way for successful launch of our new showroom at Nuremberg.”
Volker Dannath, Head of Retail, Emil Frey Group Germany (the investor behind Bentley Nuremberg), added: “Our
decision for this investment is based upon our confidence in Bentley and its upcoming products.”
Gösta Henning, Bentley Europe Marketing, says: “We’re very satisfied with these activities, which are paving the
way for successful launch of our new showroom at Nuremberg.”
The team of Wolfgang Oswald, General Manager, Bentley, Munich and Nuremberg, Johannes Kandel, Brand
Manager, and Michael Suntrop, Management Aftersales, said they were “very proud” to be able to bear witness to
the start of the construction of the new base.

SALES INFORMATION 2017

Bentley Motors Europe FRANCHISE DEVELOPMENT
July2017

MAASTRICHT OPENING

A dedicated Bentley showroom has opened in the Netherlands.

Philipp Heine, Sales Director, Europe, was on hand to cut the tape of the 400m² showroom in Maastricht, along
with 200 high profile guests, who arrived to savour this latest chapter in the Bentley success story.
As well as all the cars from the current product range, there was also an original Bentley Speed 6 on display,
and the workshop was transformed into an exclusive viewing area for guests to witness a sneak preview of our
imminent new arrival.
Aside from the cars, the highlight was the showroom’s 3600 bar and the team, Luc Vanderfeesten and Ad Geels
are confident of making this a hotspot for customers and prospects alike.
The opening was a resounding success and resulted in one guest putting a deposit down and a further four hot
leads expressing their sincere interest.
What an amazing start for our new Bentley partner. Well done all.

SALES INFORMATION 2017

FRANCHISE DEVELOPMENT Bentley Motors Europe
July 2017

MANNHEIM JOINS THE BENTLEY
EUROPE FAMILY

A new showroom has joined the Bentley family – Bentley Mannheim.

The all-new location in south-west Germany has been designed as a statement of intent and boasts a 410 m²
showroom, a state-of-the-art workshop and an Aftersales centre.
No expense has been spared in a quest for excellence, and the showroom features the same luxurious wood, leather
and polished metals that are used in Bentley cars to showcase the craftsmanship and attention to detail that are
reflected in all aspects of our brand.
The showroom is located in the Graudenzer Linie 113, 68307, Mannheim.
Commenting on the opening, Robert Engstler, Regional Director, Bentley Europe, said: “Bentley Mannheim has been
our partner since 2000. We value their continued commitment to the Bentley brand and we are confident that with
the opening of the new showroom and Aftersales centre, this will continue our success in the region.”

SALES INFORMATION 2017

Bentley Motors Europe FRANCHISE DEVELOPMENT
August 2017

TOOLS FOR YOUR TRADE

Retailer Marketing News hosts toolkits to support day-to-day activities
at your showroom.

BENTAYGA
Bentayga 18MY Toolkit: The new toolkit include two new editions of our luxury SUV: the
Onyx and Mulliner editions. It gives a detailed insight into the messaging, positioning and
assets available for each derivative in the range.

Bentayga On Sale Marketing Toolkit: Designed to introduce the Bentayga across all
markets. Following on from the four previous tease phases, it outlines the campaign idea,
specific messages and the full suite of assets for the launch of Bentley’s first ever SUV.

Bentayga In Market Launch Guidelines: Designed to help you deliver Bentayga launch events and provide a range of
ideas and approaches for a series of subsequent events designed to sustain interest beyond the initial launch phase.

Bentayga Off Highway Driving & Events Toolkit: This guide is designed to help you deliver Bentayga launch events
and provide a range of ideas and approaches for a series of subsequent events designed to sustain interest beyond
the initial launch phase.

FLYING SPUR
Flying Spur 17MY Toolkit: This guide outlines the campaign for the Flying Spur range and the marketing assets
available to support it.

CONTINENTAL GT
Continental GT 17MY Toolkit: The Continental GT is an embodiment of adventure. It signifies the luxury of
spontaneity. Every car in the Continental range is hand built for experience seekers.

MULSANNE
Mulsanne 17MY Toolkit: This guide has been prepared to equip you for the moment of launch of the new Mulsanne
at the Geneva Motor Show and the weeks that follow.

Grand Limousine Toolkit: The Grand Limousine, created by Mulliner, is a rare and very special edition of the
Mulsanne. There are only a small number available around the world, meaning it is extremely exclusive and unique.
Very few people will ever have the chance to own a Bentley like this. This toolkit outlines what makes it so special
and how to market it to your customers.

To help you market the Grand Limousine, we have also created eDMs and letters in English and German.

PRE-OWNED
Pre-Owned Events Toolkit: This guide contains a number of assets to help you plan and promote your Bentley
Pre-Owned Event.

Demand Creation Tookit: This guide brings to life a new direction for Bentley’s tone of voice – Independent,
Energetic, Imaginative.

SALES INFORMATION 2017

FRANCHISE DEVELOPMENT Bentley Motors Europe
August 2017

MULLINER
Mulliner Toolkits:
Part 1: Product Range & Positioning: This product and marketing guide has been created to better explain the
Mulliner brand, its product portfolio and ensure that a compelling and consistent message is used for Mulliner
throughout all sales channels.
Part 2: Assets & Communications: Mulliner has a steadily growing range of assets, both film and photography.
All comply with Bentley’s photography and film guidelines.
BENTLEY COLLECTION
Bentley Collection Toolkit: Within this toolkit you’ll find a collection of assets placing our brand expression of
‘Be Extraordinary’ right at the heart of the communications.
MOTORSPORT
Motorsport 2017 Season Toolkit: We have developed a global Motorsport toolkit, which gives an overview of the
global racing calendar, the teams and the marketing communications collateral developed by Central Marketing.
AFTERSALES
Upgrade Packs by Bentley Marketing Tookit: To help you promote Upgrade Packs to your customers, this marketing
toolkit has been produced. It outlines the launch campaign, messages and assets that are available.
Heritage Website Marketing Toolkit: To help you promote the heritage website to your local audience, we’ve
developed a number of marketing tools for you. In the marketing toolkit, you’ll find all of the items available and
how to order them.
Aftersales CI Toolkit: To ensure greater consistency and build a stronger brand across the network, we have created
new Aftersales retail corporate identity (CI) guidelines.
BRAND CAMPAIGN
Brand Campaign Tookit: March 2017 saw the launch of the latest Gigapixel brand campaign, focusing on Dubai and
the Flying Spur W12 S. This important new execution has some striking assets and collateral pieces, including an
interactive interior and exterior 360° film and walk-around of the car.
EVENTS
Model Display Toolkits: These toolkits are designed to help you get the most from your model displays at local
motor shows or in your showrooms.

SALES INFORMATION 2017

Bentley Motors Europe FRANCHISE DEVELOPMENT
October 2017

FRANCHISE DEVELOPMENT

Peteris Spredzis (Bentley Riga) shares his thoughts on 5 and 6 Star Retailers.

Q: You are a 5 Star Retailer and you were always among the top performing
Retailers. Could you please share the secret of your success?
PS: There is no real secret, it is just that you need to be committed to the brand and
believe in your success, despite any tough times that may be around. One very important
thing is that you always have to deliver what you promised. This is to me the most
important aspect in our relationship with Bentley Motors.

Q: How important is this nomination for your business? Is this achievement
recognised by your customers?
PS: This is a great honour and it is very much appreciated by our customers. They are actually very interested in
how such a relatively small Retailer like ourselves is noticed and awarded by the manufacturer. For us, this has
become a benchmark and we intend to continue this way.

Q: What does it personally mean for you and your team to be a 5 Star Bentley Retailer?
PS: As I explained previously, it is a great honour to be recognised, yet we acknowledge that there is still room for
improvement to get another star. Secondly, it also motivates everyone here to constantly improve to ensure we
become the best.

Q: Our aim of the Performance Matrix was to provide you with an overview of your current operations. How
does the PM help you in your daily business?
PS: It is a great tool to have a good overview of your operations in very detailed way. The areas of improvement are
clearly marked – this allows us to define the tasks and, with the help of responsible people from the manufacturer’s
side, we can determine the right steps that have to be taken to ensure the problematic areas change to “green”.

Q: What are the main areas of competence that led to you becoming a 5 Star Retailer?
PS: I strongly believe that the three main areas of our business are – sales of new cars, Aftersales and the
Pre-Owned business. If you succeed in all three of these areas, then the rest just more or less falls into place
with you being good at what you do.

Q: Even a 5 Star Bentley Retailer has further areas of possible development. What do you do in order to
transform your weaknesses into new strengths?
PS: There are, of course, some areas that are hard to improve at short notice, like within three months. The main
task for us is to determine the weak areas and have a clear action plan, complete with timings and people assigned
to that task. This then needs to be followed up, because you do it to improve your business. It is not something you
just send to Bentley Motors in order to tick the box in the report.

SALES INFORMATION 2017

FRANCHISE DEVELOPMENT Bentley Motors Europe
October 2017

FRANCHISE DEVELOPMENT

Ferry Enders from Pon (Bentley Leusden, Bentley Amsterdam, Bentley
Maastricht and Bentley Köln) talks Network expansion and Retailer formats.

Q: How long have you been a part of the Bentley family?
FE: I have been part of the Bentley family for three years now.

Q: How do you identify an additional market potential?
FE: First, we look at population and the (trends regarding the) amount of HNWIs in a
particular area. We also investigate if other luxury brands (not car brands) are moving
into this area. Then, of course, we will have a look at market data of the AOI and the
Bentley market share, after which we can determine the potential.

Q: How has our market data reports package helped you with this?
FE: The market data reports provided by Bentley are essential.

Q: When you opened your satellite showroom in Amsterdam, what did you consider as the benefits/challenges?
FE: Pon is an innovative company. As the importer of the VW Group in the Netherlands, we want to show our
added value. Within this line of thought we wanted to find out if a Bentley store without any cars would help us to
identify more people who are potentially interested in our brand in the luxury hotspot of Amsterdam.

Q: What do you see as the main difference when comparing it to the traditional 3S showroom?
FE: Although our cars are beautiful, the Bentley brand stands for a way of life. Therefore, we did a lot events based
on lifestyle (together with partners in art, fashion, jewellery, watches and boating).

Q: With the current closure of your satellite showroom, which learnings will you take into account for
the re-opening?
FE: It is always good to be in the centre of luxury in a major city, but we found out that the presence of cars
is essential. I also think that if we can bring the strong assets of Bentley, such as craftsmanship and heritage,
even more into each facility, then the brand will come to life even more. Also, global trends, like digitalisation, are
becoming more important for the image of a brand. Our customers want to know where Bentley is regarding
these topics. In our new facility, we will implement all of these aspects.

Q: With your example of Bentley Maastricht, Bentley Leusden, Bentley Amsterdam and the upcoming Bentley
Cologne, you have proved that you can reach new locations and additional customers. Could you share any
hints or learning from this experience and best practices?
FE: In general, we need to be where our customers are. The products we sell are not needed by our customers (it is
not a necessity), it is all about emotion. So, a high service level and customer experience are the key.

Q: How do you see the future of Retail in general? How important is the physical touch-point with the
customer when selling luxury products?
FE: I think there is a big difference between products people need and luxury products. This applies to every
business segment. Products that we need will be purchased online more and more, but luxury products always
come with the personal touch, and the touch and feel of the product itself. Therefore, I believe this physical
touch-point will be there for the future.
.

14 SALES INFORMATION 2017

Bentley Motors Europe FRANCHISE DEVELOPMENT
November 2017

FRANCHISE DEVELOPMENT

Albrecht Bach explains how Bentley Frankfurt is reaping the benefits of
our new Bentley CI.

Q: Bentley Frankfurt was among the first to implement the new Bentley CI.
Could you please share with us what you consider are the benefits/challenges of
implementing the new Bentley CI?
AB: The benefits are clear – a new look for the customer, which is more modern. This
is beneficial for both customers and employees. We used the introduction of the new
CI to add a bar to our showroom. Bentley Frankfurt is one of the few Retailers in the
network that has a bar, and this has proven to be very successful. As the bar has evolved,
it has become a meeting point in the showroom – we have customers coming in just
to have a chat over a coffee. This is absolutely new and a great asset, as this is driving
communication. Of course, introducing the new CI was also a challenge. We had to rebuild while running the usual
business and keeping the old showroom open. Luckily, we made it in six weeks as we had a very good architect –
this resulted in a quick and efficient rebuild without any major challenges or inconvenience to our customers.

Q: How did the new Bentley CI help you to attract young/new customers?
AB: The new CI is being acknowledged by both young and old customers. The new CI is a great benefit for the
brand as it is now more suited to Bentley, being a luxury brand. The old CI used to be quite dark, whereas the new
one is bright and very clear and clean. It’s very modern and contemporary and perfectly captures the “Zeitgeist”.

Q: What do you like about the new CI in comparison to the old one?
AB: I like its modernity as this very much reflects the brand where it currently stands. Apart from the new, clear
image, the new CI also offers great presentation options that allow us to put the product – the cars – really into
focus and take the centre stage. This means the products are now being perfectly highlighted. In addition to this,
the new CI is also very inviting towards visitors to the showroom as it offers great seating options that create a
lounge atmosphere in the showroom. The new configuration area is great as well.

Q: How are your customers experiencing the new Bentley CI? Have you received any feedback you could share?
AB: We have enjoyed a lot of positive feedback from our customers, both old and young. All of it is very positive,
and our customers were impressed by the new “look” of the brand. The new CI has helped to transform the image
of the brand – we are not perceived as old fashioned anymore, but instead we are viewed as a contemporary and
relevant luxury brand.

Q: In 2016 you were awarded the “Bentley Retailer of the Year” and also celebrated your new showroom
and new workshop. This year, with the groundbreaking ceremony, you have opened Bentley Mannheim. How
did you identify an additional market potential within your Area of Influence. And what led to you taking the
decision of adding a new location and expanding your Bentley business?
AB: The region around Mannheim – the “Pfalz” – is an affluent area in Germany, therefore the market potential is
definitely there. Though the geographic distance is not too far, we haven’t been able to completely serve this area
from our Frankfurt point of sale. With our point of sale at Mannheim we now cover a bigger region, which perfectly
matches our existing one. To expand, the business needs, of course, a certain start-up phase/starting period, but we
expect to be successful and profitable within two years.

SALES INFORMATION 2017

FRANCHISE DEVELOPMENT Bentley Motors Europe
November 2017

BENTLEY CANNES REOPENS
ITS DOORS IN STYLE

The new Continental GT was a fitting visitor for the opening of Bentley
Cannes’s new 450m2 showroom.

More than 150 guests attended the event, and the Retailer ensured it was an occasion to remember by presenting
the new showroom in a softened white and green lighting surrounded by beautiful masterpieces from its partners
Lalique and Boccara Art. On arrival, guests were offered a refreshing glass of champagne and canapes and
were able to discover our new showroom in a warm and friendly environment before being welcomed by
Jean-Louis Baldanza, who has recently joined as General Manager of Bentley Cannes. The speeches climaxed with
the spectacular dynamic arrival of the new Continental GT into the showroom. Everyone present was in awe of the
car and amazed by the design and technology of this already acclaimed new Bentley.
Jean-Louis Baldanza said: “We are overwhelmed to witness the excitement and enthusiasm from our customers
and prospects for the stunning new Continental GT. Having had the chance to discuss with several customers,
who we expect will now place orders within the end of the month, one depositor declared: ‘I am impressed by
the cutting-edge interior, combining seamlessly both elegance and technology in a beautiful package. The exterior
simply speaks for itself. No other car can offer such a combination of luxury, performance and GT usability like
the new GT’.”
The car was truly the star of this evening, but guests also had an opportunity to meet and talk with the Bentley
Cannes team, which includes several recent new appointments, and also had the chance to talk to the Retailer’s
privileged partners, Michaël Zingraf Real Estate and Lalique.

16 SALES INFORMATION 2017

Bentley Motors Europe FRANCHISE DEVELOPMENT
November 2017

FRANCHISE DEVELOPMENT

Guido von Spee at Bentley Düsseldorf explains the importance of
book-keeping. With some surprising results.

Q: How important are your financial results to run your business and what specific
benefit does this have to define concrete actions?
GVS: Results are the basis of any business. They are the most important indicator for
the business manager regarding all aspects of the company. Good results facilitate
investment and allow for easier strategic planning.
Q: Do you have any specific examples of such actions?
GVS: We currently enjoy a 6 Star rating, and this has allowed us to plan to build a
completely new workshop right next to our showroom. Once built, the new workshop
will be the most modern Bentley Service unit in Europe. Without good results, planning such a large undertaking
would hardly be possible.
Q: How useful do you find the composite training provided to your accountant? How did it help to improve the
overall composite understanding as well as book-keeping?
GVS: The training was very good and very thorough. Such training isn’t just important for Bentley Motors, it is also
important for our own business. We are fortunate that our parent company has access to some of the country’s
best accountants. It’s not so much about having an understanding, it’s more about finding solutions for specific
problems in our sector.
Q: Do you have any specific hints on managing your book-keeping process in order to achieve a high quality
of submissions?
GVS: It is important to have a basic understanding about how accountancy works. Small mistakes quickly lead to
large adverse effects. I have also learnt that good people are irreplaceable.
Q: What are your goals in 2018 in terms of book-keeping? What would you like to see improved?
GVS: Our goal is to offer further training and to run this regularly.

SALES INFORMATION 2017

FRANCHISE DEVELOPMENT Bentley Motors Europe
December 2017

FRANCHISE DEVELOPMENT

Marcus Kahler from Bentley Hannover shares the secrets of success to
becoming a 6 Star Bentley Retailer.

Q: How long have you been a part of the Bentley family?
MK: I have been part of Bentley Hannover’s success story since April 2015; before that I
worked in various leading positions for companies selling Volkswagen and Audi products.

Q: You have been a 6 Star Bentley Retailer for a while now. Could you share which
steps you have taken in order to progress from being a 3 Star Bentley Retailer
(Q2-2016) to a 6 Star (since Q3-2016)?
MK: Our progress really isn’t that difficult to explain. If you are able to identify areas
of weakness, regardless of what areas those are, it is easy to address them. This has
involved identifying both personnel and organisational issues, and putting structures in place to improve these,
whatever those improvements may be. Of course, you also need to have the leadership in place to ensure these
are acted upon. You also need to have a professional approach to marketing and we have taken time to ensure we
have the perfect Aftersales team in place. Having a good team is the key to success, just as it is in sport. When
you have a highly qualified and motivated team, it makes it that much easier to fulfil the wishes of our customers
and prospects. We pride ourselves on going the extra mile and delivering more than they could ever expect.
By exceeding their expectations, you will find you are already well on the way to becoming a 6 Star Retailer.

Q: What did you do to maintain your 6 Star Bentley Retailer status?
MK: Achieving the six stars, in the first instance, is a huge undertaking, and one which requires a significant amount
of commitment and effort. Then maintaining the status requires just as much focus and dedication. We are now the
quarry, and our network colleagues are the hunters – chasing our ambitions and successes. Of course, everyone in
the showroom, no matter what is their role, takes a personal pride in our status and each of us strives constantly
to ensure we keep it. The secret is to always try and surprise the customer through extraordinary service and
attention to detail, just as you would expect to receive from a six-star hotel or a three-star restaurant.

Q: How has the Performance Matrix helped you to identify strengths and weaknesses in your business? Which
competence areas are you focused on in the Retailer specific action plan?
MK: The Performance Matrix is simply a guide, nothing more, nothing less. We should already know all of the points
it contains. Our main area of focus is on new car sales and Aftersales. We are already working hard on these areas,
but we still have a long way to go.

Q: How do you think your business has changed since you achieved your 6 Star Bentley Retailer status?
MK: The biggest advantage is that the manufacturer trusts us to conduct our business in the appropriate manner.
Of course, having such a tailwind behind us makes it easier for us to focus on generating new sales and increasing
our profits.

Q: Is this achievement recognised by your customers?
MK: Of course, we are proud of our status. Sometimes I think it’s like we have arrived in the Champions League,
after a season spent in the ‘Bundesliga’. Our customers are just as proud as we are and many of them recommend
us to their friends and colleagues.

Q: What does it personally mean for you and your team to be a 6 Star Bentley Retailer?
MK: It’s the pure pride in our achievements that drives us to maintain the high standards we deliver, and this assists
us in our efforts to retain our status. Of course, the financial advantages to being a 6 Star Retailer also help.

18 SALES INFORMATION 2017

Bentley Motors Europe FRANCHISE DEVELOPMENT
December 2017

BENTLEY TBILISI OPENS

Bentley has opened a new showroom in Georgia’s capital – discover
Bentley Tbilisi.

More than 180 guests were present for the official opening ceremony, which was performed by Zaza Okuashvili
(CEO and Owner of Omega Group), the British Ambassador for Georgia and Marco van Aalten, Managing Director
for Bentley Russia and CIS.
The spacious new showroom reflects Bentley’s global corporate identity, taking inspiration from the company’s
rich history and combining it with modern-day luxury retailing. It also features a private personalisation area where
customers can choose from the brand’s broad palette of exterior paints and leather options.
Bentley Tbilisi, which is operated by Omega Group, offers the full Bentley model range, Aftersales services and the
luxurious Bentley Collection of handcrafted accessories.
Robert Engstler, Regional Director for Europe, said: “There is a high level of interest in Bentley across Georgia.
With the Omega Group we have a strong commercial partner, who has been operating in that market for more
than 20 years. I wish them lots of success to further develop our common Bentley business across the region.”

SALES INFORMATION 2017

FRANCHISE DEVELOPMENT Bentley Motors Europe
December 2017

BENTLEY ATHENS OPENS

Bentley has opened a new showroom in Athens.

The outdoor area between Bentley Athens showroom and the Patseas, the most luxurious and most famous
watch/jewellery house in Athens, was the fitting venue for the Greek reveal of the new Continental GT.
The Retailer covered the area between the two shops with a high-quality tent, creating an open yet warm and
welcoming space for the 500 guests who attended.
After brief speeches by Nicholas Bernard and Philipp Noack, it was time for the main event – the unveiling of the
Continental GT. But there was far more to this event than the newest addition to our ranks, and a Bentayga, a
Continental GT Convertible and a Flying Spur were also on display.
Other highlights included the works of art that decorated the venue, the open doors of not only the showroom, but
also the jewellery shop, and a live band.
The car generated a huge amount of praise. One guest said: “The new Continental GT is exquisite and simply the
epitome of luxury. This is a Grand Tourer I would happily drive right now to Thessaloniki, some 550km away.”
Nikolaos Martinos, PR Manager for Bentley Athens, said: “It was a well organised and very successful event. Our
guests felt warm and very comfortable and were in a great mood as the event had the laidback feeling of a cocktail
party rather than a car launch. Capitalising on the fame and success of the watch/jewellery house was perfect for
allowing us to make our new Bentley outlet known among our potential clientele.”

SALES INFORMATION 2017

Bentley Motors Europe FRANCHISE DEVELOPMENT
December 2017

FRANCHISE DEVELOPMENT EUROPE
REVIEW OF A SUCCESSFUL 2017

It has been an outstanding year for the Franchise Development team, which
brought fascinating results in the three main focus areas:

CI ROLL-OUT − MISSION ACCOMPLISHED
We are proud to announce that by the end of 2017 all Bentley European retailers have installed their new
Bentley CI. This is a massive achievement and we would like to thank you and your teams for your commitment
to our brand.
NETWORK DEVELOPMENT
In 2017 the Bentley Europe family has grown by 13 new Retailers and we could successfully finish market entries in
five additional countries! We would like to welcome once again the Retailers who came on board and wish them a
successful journey together with our Bentley team.
PERFORMANCE MANAGEMENT
2017 has also seen a positive trend in the qualitative improvement of our European Retail Network.
In only one year, the average star-scoring has improved from two stars to four stars. Let’s see what the last
quarter will bring about. Again, many thanks for your efforts and contribution.

SALES INFORMATION 2017



PRODUCTS AND
MODELS

NEW PRODUCTS AND MODELS Bentley Motors Europe
January 2017

BREITLING SUPERSPORTS B55

We are proud to announce the launch of the Breitling for Bentley
Supersports B55, a limited edition watch that celebrates the launch
of Continental Supersports.

The watch features many details mirroring those found on the car, including a lightweight titanium case, carbon
fibre dial and a double-layer red-edged and lined black rubber strap. The B55 will be the first Breitling for Bentley
chronograph to feature an electronic movement, and this allows for the provision of the lap-timer and electronic
tachymeter. But what makes this watch stand out are its three additional exclusive functions.
The ‘Chrono Rally’ setting can record up to 30 rally sta­­ ges, complete with the departure date, the start time and
duration of each stage – as well as intermediate times for each stage – while automatically adding in any penalties
incurred. ‘Chrono Race’ mode is designed for track races and enables the wearer to record the split times for each lap
and calculate the average lap speed.
Finally, the ‘Regularity Rally’ function (useful in competitions in which the objective is to cover a given distance in a
specified time) enables the wearer to predefine target times (or intermediate times) from the total, and then check
at the press of a button whether these goals are being achieved.
A specially designed Breitling app has been created in order to allow owners to store and transmit all of the data
recorded via a smartphone connection.
The Breitling for Bentley Supersports B55 will be a strictly limited edition with only 500 produced.

SALES INFORMATION 2017