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Bentley Brand Platform

The Bentley Brand and luxury audiences were changing. Bentley, transforming from internal combustion to electrification; from pure luxury automotive to lighthouse for luxury lifestyle. Audiences were transforming; we had to protect our traditional buyers but grow relevance for new audiences with new mindsets, who valued experiences over ownership and who cherish conscientiousness of values above conspicuousness of status.

We created Gen B as a new platform. It articulated a shared belief by Bentley and our audiences in the power of transformation; to positively embrace and create the new whilst respecting the values that define us.

Through the rejection of compromise, a harmony of polarities is born; where exhilaration meets wellbeing, where status can be understated, where luxury meets performance.

This is Generation Bentley.