The Challenge

As it’s popularity rises Bentley faces a challenge. How to ensure that its brand emulates the expectations of its growing band of customers? So, what does a Bentley driver expect the brand to deliver?

The Approach

We conducted a range of immersive, ethnographic-based interviews with Bentley owners across the East and West coast of the USA. We delved deep into the lifestyles of these Hi-Net Worth individuals to identify where Bentley really fits in their lives.

The Results

Our video documentaries on the lives of Bentley owners highlighted the need for the brand to re-orientate its views about what  its customers want. Specifically, for it to think less as a car brand and more as a luxury goods focused lifestyle brand.



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