Chapter 7

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Company Case: Bentley Motors: Differentiation and Positioning in International Market The mission of Bentley Motors, the definitive British luxury car company, to produce best cars in their class, has remained unchanged since it was expressed eloquently by its founder Walter Owen Bentley in London in 1919. Located in Crewe, England, since 1946 and owned since 1998 by Volkswagen AG, Bentley Motors is an international company developing and crafting one of the world’s most desirable luxury cars. There are many unmistakable characteristics that define a Bentley – distinctive design, handcrafted luxury, supreme comfort, ultimate performance, and a refined and exhilarating driving experience. Yet it is the company’s brand imaging through…show more content…
They have a strong appetite for Western-branded luxury goods, from which they expect superior quality as a fundamental attribute associated with these goods-quality may mean design, materials, technology, performance, and craftsmanship, but also attributes such as the tradition and the heritage of country of origin, uniqueness traits, and perceived superiority and exclusivity. Recognizing the differences and the opportunity to be had from differentiating its targeting efforts, Bentley launched its value proposition based on “Britishness” in its newly found markets while refreshing its original value proposition of luxury, performance, and exclusivity in its traditional markets. Differentiation and Positioning The Bentley brand concept is based on the premise that a consumer who regards luxury car brand characteristics as important or desirable, and is in the market for such a luxury product, should be attracted to the brand. Bentley is aware that for its brand to be unique, it must have imagery and symbolic meaning to a consumer. In other words, it must stand for a lifestyle or an attitude and communicate this to its cross-market consumer bases. Although owned by the German Volkswagen AG group, which enjoys a perception of creditability and originality, Bentley brands itself as a quintessentially distinctive luxury brand originating in

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