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Understanding of Bentley Essay

1. Bentley Motors Limited

Bentley Motors Limited is a British manufacturer of luxury automobiles founded in 1919 by W. O. Bentley. Having a rich heritage of 90 years, it is one of the famous manufacturers of ultra-luxury automobiles in the automotive industry.

Bentley Motors is well-known for distinctive design, refinement and prestige. With the mission statement of “To build a fast car, a good car, the best in its class’’, it is dedicated to deliver high-quality, thoughtful and attentive products and services to Bentley lovers.

With years of development, there were 176 Bentley authorised dealers around the world at the end of 2012. In the same year, the global sales volume of Bentley was grown 22% to 8,510.

2. Logo

In the initial stage, Bentley’s original logo was a Capital letter B with rear swept wings at either side. Likes ford’s original “winged script logo”. Now, the logo of Bentley Motors is a “winged B”, which is a Capital letter B inside a pair of wings. The wings were a reference to the speed and early racing success of Bentley automobiles, as well as Bentley’s early years as a purveyor of airplane engines.

Depending upon the variant of a specific vehicle, Bentley will change the color of the background behind the B in the logo (red & black being some of the colors that come to mind). They refer to this as “labels”, and the color of the label is supposed to denote specific characteristics of the model variant.

3. Vision

Bentley Motors is dedicated to developing and crafting the world’s most desirable high performance cars to customers in order to differentiate its products and enhance Bentley World Class brand image and customer loyalty.

4. Enterprise Culture

5. History – Key event

6. Annual sales (Global, China and Kunming)


8. Competitor Analysis

9. Prospect

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