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?
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.
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.