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Bentley, the prestigious auto brand, was one of the stuffiest brands in the automotive world, until the new GT Continental came along. The GT priced at $170,000 has now officially sold out. Buyers have been quick to realize that $170,000 model is a bargain for a special blend of sports luxury that delivers close to 200 mph performance.

bentley gt website

VW, Bentley's owners want to turn Bentley into a relevant luxury brand. The GT's design and impressive performance credentials are a radical departure from the Bentley hyper-luxury sedan of old, driven by heads of state and captains of industry. However, the brand hadn't been raced tested until fairly recently, when it entered and won the famous Le Mans 24 Hours race, in both 2001 and 2002. These victories helped signal to auto aficionados that the Bentley brand was making a comeback and returning to its performance roots. Bentley hadn't secured a Le Mans victory since its glory days in the 1930s.

the alternative racing GT version

While Le Mans laid the platform on which the success of the GT was built, pricing played an essential role, making an automobile brand that usually sells for $300,000, suddenly a lot more accessible and with incredible performance credentials, desirable. Bentley's own research revealed that the potential buyer for the GT would be 10 years younger than average and more likely to be the founder/owner of a business. To reach this audience, Bentley didn't take the advertising route. The strategy could be described as "whisper marketing"; 18 months prior to launch rumors were circulated, websites with the car's silhouette appeared and direct marketing was used to lure potential customers to mystery events. All these efforts added intrigue and built "buzz" for the new model.

the marketing of the gt

With the success of the GT now assured, VW has the potential to take the Bentley brand anywhere. It can go up-market and tackle Mercedes' uber-luxury, Maybach, or go aggressively against BMW's 7 series. This is a perfect situation for VW, who now has a credible brand to compete directly against its German rivals.

VW achieved this with smart marketing, especially pricing to attract a new audience to the brand. While hardly masstiege, it shows how even the world's most elite brands can successfully down-target, as long as they keep the brand's core equities intact. One can argue that Bentley's GT has only strengthened the brand equity, adding a sportier, modern edge.

With one model and a carefully honed strategy, Bentley has now emerged as a credible performance brand in the world of luxury autos.