A Website Analysis Report of

BENTLEY MOTORS

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 Submitted By:
Sanidhya Ranpara
92100425064 Div-B

Submitted To:
Prof. Bhavyarajsingh Jhala

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ACKNOWLEGMENT
I would like to express my special thank of gratitude to Prof. Alpesh Ganatra for their able
guidance and support in completing this project. Who gave this opportunity which help us to
know something which has complete new and valuable things. Secondly, I would like to
thank my parents and friends who helped me a lot in finishing this project within a limited
time.

I am making this project not only for marks but to also increase my knowledge, Thanks again
to all who helped me in this project.

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 INDEX

Sr. no. Particulars Page

no.

1 INTRODUCTION 4
2 HISTORY 7
3 CASE STUDY 31
4 FACTS 38
5 SWOT ANALYSIS 41
6 CONCLUSION 43
7 REFERENCES 44

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 INTRODUCTION

Bentley Motors Limited is a British designer, manufacturer and marketer of luxury

cars and SUVs. Headquartered in Crewe, England, the company was founded as Bentley
Motors Limited by W. O. Bentley (1888–1971) in 1919 in Cricklewood, North London, and
became widely known for winning the 24 Hours of Le
Mans in 1924, 1927, 1928, 1929 and 1930. Bentley has been a subsidiary of the Volkswagen
Group since 1998 and consolidated under VW's premium brand arm Audi since 2022.
Prominent models extend from the historic sports-racing Bentley 4½ Litre and Bentley Speed
Six; the more recent Bentley R Type Continental, Bentley Turbo R, and Bentley Arnage; to
its current model line, including the Flying Spur, Continental GT, Bentayga and
the Mulsanne—which are marketed worldwide, with China as its largest market as of
November 2012.

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Today most Bentley models are assembled at the company's Crewe factory, with a small
number assembled at Volkswagen's Dresden factory, Germany,[17] and with bodies for the
Continental manufactured in Zwickau and for the Bentayga manufactured at the Volkswagen
Bratislava Plant.
The joining and eventual separation of Bentley and Rolls-Royce followed a series of mergers
and acquisitions, beginning with the 1931 purchase by Rolls-Royce of Bentley, then in
receivership. In 1971, Rolls-Royce itself was forced into receivership and the UK
government nationalised the company—splitting into two companies the aerospace division
(Rolls-Royce Plc) and automotive (Rolls-Royce Motors Limited) divisions—the latter
retaining the Bentley subdivision. Rolls-Royce Motors was subsequently sold to engineering
conglomerate, Vickers and in 1998, Vickers sold Rolls-Royce to Volkswagen AG.
Intellectual property rights to both the name Rolls-Royce as well as the company's logo had
been retained not by Rolls-Royce Motors, but by aerospace company Rolls-Royce Plc, which
had continued to license both to the automotive division. Thus the sale of "Rolls-Royce" to
VW included the Bentley name and logos, vehicle designs, model nameplates, production,
and administrative facilities, the Spirit of Ecstasy and Rolls-Royce grille shape trademarks
(subsequently sold to BMW by VW)—but not the rights to the Rolls-Royce name or logo.
The aerospace company, Rolls-Royce Plc, ultimately sold both to BMW AG.

Type Subsidiary

Industry Automotive

Founded 18 January 1919; 103 years ago

H. M. Bentley
Founders
W. O. Bentley
Fate 1931: acquired by Rolls-Royce
Limited
1980: acquired by Vickers
1998: acquired by Volkswagen
Group[1]
Headquarters Crewe
,

England[2]

Area served Worldwide

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Key people Adrian Hallmark
Chairman, CEO[3]
John Paul Gregory
(Head of Exterior Design)[4]
Darren Day
(Head of Interior Design)[5]

Products Flying Spur

Continental GT
Bentayga
Mulsanne
[6]

Production 9,107 vehicles (2012)

output 7,593 vehicles (2011)
[7][8]

Services Automobile customisation

Revenue  €1,453 million (2012)

€1,119 million (2011)
[7]

Net income  €8 million (2011)

−€245 million (2010)
[9]

Owner Volkswagen Group[10]

Number of 3,600 (2013)[11]

employees

Parent Audi

Website bentleymotors.com

History

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Cricklewood (1919–1931)
Before World War I, Walter Owen Bentley and his brother, Horace Millner Bentley, sold
French DFP cars in Cricklewood, North London, but W.O, as Walter was known, always
wanted to design and build his own cars. At the DFP factory, in 1913, he noticed
an aluminium paperweight and thought that aluminium might be a suitable replacement for
cast iron to fabricate lighter pistons. The first Bentley aluminium pistons were fitted
to Sopwith Camel aero engines during the First World War.
The same day that the Paris Peace Conference to end World War I started, Walter Owen
("W.O.") Bentley founded Bentley Motors Limited, on January 18, 1919 and registered
Bentley Motors Ltd. in August 1919. In October he exhibited a car chassis (with a dummy
engine) at the London Motor Show. Ex–Royal Flying Corps officer Clive Gallop designed an
innovative four-valves-per-cylinder engine for the chassis. By December the engine was built
and running. Delivery of the first cars was scheduled for June 1920, but development took
longer than estimated so the date was extended to September 1921. The durability of the first
Bentley cars earned widespread acclaim, and they competed in hill climbs and raced
at Brooklands.
Bentley's first major event was the 1922 Indianapolis 500, a race dominated by specialized
cars with Duesenberg racing chassis. They entered a modified road car driven by works
driver Douglas Hawkes, accompanied by riding mechanic H. S. "Bertie" Browning. Hawkes
completed the full 500 miles (800 km) and finished 13th with an average speed of 74.95
miles per hour (120.62 km/h) after starting in 19th position. The team was then rushed back
to England to compete in the 1922 RAC Tourist Trophy.

Captain Woolf Barnato

In an ironic reference to his heavyweight boxer's stature, Captain Woolf Barnato was
nicknamed "Babe". In 1925, he acquired his first Bentley, a 3-litre. With this car, he won
numerous Brooklands races. Just a year later, he acquired the Bentley business itself.
The Bentley enterprise was always underfunded, but inspired by the 1924 Le Mans win
by John Duff and Frank Clement, Barnato agreed to finance Bentley's business. Barnato had
incorporated Baromans Ltd in 1922, which existed as his finance and investment vehicle. Via
Baromans, Barnato initially invested in excess of £100,000, saving the business and its
workforce. A financial reorganisation of the original Bentley company was carried out and all
existing creditors paid off for £75,000. Existing shares were devalued from £1 each to just 1
shilling, or 5% of their original value. Barnato held 149,500 of the new shares giving him
control of the company and he became chairman. Barnato injected further cash into the
business: £35,000 secured by debenture in July 1927; £40,000 in 1928; £25,000 in 1929.
With renewed financial input, W. O. Bentley was able to design another generation of cars.

The Bentley Boys

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1929 Blower Bentley
The Bentley Boys were a group of British motoring enthusiasts that included Barnato, Sir
Henry "Tim" Birkin, steeple chaser George Duller, aviator Glen Kidston, automotive
journalist S.C.H. "Sammy" Davis, and Dudley Benjafield. The Bentley Boys favoured
Bentley cars. Many were independently wealthy and many had a military background. They
kept the marque's reputation for high performance alive; Bentley was noted for its four
consecutive victories at the 24 Hours of Le Mans, from 1927 to 1930.
Birkin developed the 4½-litre, lightweight Blower Bentley at Welwyn Garden City in 1929
and produced five racing specials, starting with Bentley Blower No.1 which was optimised
for the Brooklands racing circuit. Birkin overruled Bentley and put the model on the market
before it was fully developed. As a result, it was unreliable.
During the March 1930 Blue Train Races, Barnato raised the stakes on Rover and its Rover
Light Six, having raced and beaten Le Train Bleu for the first time, to better that record with
his 6½-litre Bentley Speed Six on a bet of £100. He drove against the train
from Cannes to Calais, then by ferry to Dover, and finally London, travelling on public
highways, and won.
Barnato drove his H.J. Mulliner–bodied formal saloon in the race against the Blue Train. Two
months later, on 21 May 1930, he took delivery of a Speed Six with streamlined fastback
"sportsman coupé" by Gurney Nutting. Both cars became known as the "Blue Train
Bentleys"; the latter is regularly mistaken for, or erroneously referred to as being, the car that
raced the Blue Train, while in fact Barnato named it in memory of his race. A painting
by Terence Cuneo depicts the Gurney Nutting coupé racing along a road parallel to the Blue
Train, which scenario never occurred as the road and railway did not follow the same route.

Cricklewood Bentleys

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Bentley 8 Litre 4-door sports saloon

 1921–1929 3-litre
 1926–1930 4½-litre & "Blower Bentley"
 1926–1930 6½-litre
 1928–1930 6½-litre Speed Six
 1930–1931 8-litre
 1931 4-litre
The original model was the three-litre, but as customers put heavier bodies on the chassis, a
larger 4½-litre model followed. Perhaps the most iconic model of the period is the 4½-litre
"Blower Bentley", with its distinctive supercharger projecting forward from the bottom of the
grille. Uncharacteristically fragile for a Bentley it was not the racing workhorse the 6½-litre
was, though in 1930 Birkin remarkably finished second in the French Grand Prix at Pau in a
stripped-down racing version of the Blower Bentley, behind Philippe Etancelin in a Bugatti
Type 35.
The 4½-litre model later became famous in popular media as the vehicle of choice of James
Bond in the original novels, but this has been seen only briefly in the films. John Steed in the
television series The Avengers also drove a Bentley.
The new eight-litre was such a success that when Barnato's money seemed to run out in 1931
and Napier was planning to buy Bentley's business, Rolls-Royce purchased Bentley Motors
to prevent it from competing with their most expensive model, the Phantom II.

Performance at Le Mans

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Bentley Speed Six

24 hours of Le Mans Grand Prix d'Endurance

 1923 4th (private entry) (3-Litre)

 1924 1st (3-Litre)
 1925 did not finish
 1926 did not finish
 1927 1st 15th 17th (3-Litre)
 1928 1st 5th (4½-litre)
 1929 1st (Speed Six); 2nd 3rd 4th: (4½-litre)
 1930 1st 2nd (Speed Six)
Bentley withdrew from motor racing just after winning at Le Mans in 1930, claiming that
they had learned enough about speed and reliability.

Liquidation
The Wall Street Crash of 1929 and the resulting Great Depression throttled the demand for
Bentley's expensive motor cars. In July 1931 two mortgage payments were due which neither
the company nor Barnato, the guarantor, were able to meet. On 10 July 1931 a receiver was
appointed.
Napier offered to buy Bentley with the purchase to be final in November 1931. Instead,
British Central Equitable Trust made a winning sealed bid of £125,000. British Central
Equitable Trust later proved to be a front for Rolls-Royce Limited. Not even Bentley himself
knew the identity of the purchaser until the deal was completed.
Barnato received £42,000 for his shares in Bentley Motors. In 1934 he was appointed to the
board of the new Bentley Motors (1931) Ltd. In the same year Bentley confirmed that it
would continue racing.

Rolls-Royce (1931–1970)

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Derby

"The silent sports car"

1935 3½-litre cabriolet by unknown coachbuilder
Rolls-Royce took over the assets of Bentley Motors (1919) Ltd and formed a subsidiary,
Bentley Motors (1931) Ltd. Rolls-Royce had acquired the Bentley showrooms in Cork Street,
the service station at Kingsbury, the complex at Cricklewood and the services of Bentley
himself. This last was disputed by Napier in court without success. Bentley had neglected to
register their trademark so Rolls-Royce immediately did so. They also sold
the Cricklewood factory in 1932. Production stopped for two years,[29] before resuming at
the Rolls-Royce works in Derby. Unhappy with his role at Rolls-Royce, when his contract
expired at the end of April 1935 W. O. Bentley left to join Lagonda.
When the new Bentley 3½ litre appeared in 1933, it was a sporting variant of the Rolls-Royce
20/25, which disappointed some traditional customers yet was well received by many others.
W. O. Bentley was reported as saying, "Taking all things into consideration, I would rather
own this Bentley than any other car produced under that name".[19] Rolls-Royce's
advertisements for the 3+1⁄2 Litre called it "the silent sports car", a slogan Rolls-Royce
continued to use for Bentley cars until the 1950s.
All Bentleys produced from 1931 to 2004 used inherited or shared Rolls-Royce chassis, and
adapted Rolls-Royce engines, and are described by critics as badge-engineered Rolls-Royces.
Derby Bentleys

 1933–1937 3½-litre
o 1936–1939 4¼-litre
 1939–1941 Mark V
o 1939 Mark V

Crewe
In preparation for war, Rolls-Royce and the British Government searched for a location for
a shadow factory to ensure production of aero-engines. Crewe, with its excellent road and rail

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links, as well as being located in the northwest away from the aerial bombing starting in
mainland Europe, was a logical choice. Crewe also had extensive open farming land.
Construction of the factory started on a 60-acre area on the potato fields of Merrill's Farm in
July 1938, with the first Rolls-Royce Merlin aero-engine rolling off the production line five
months later. 25,000 Merlin engines were produced and at its peak, in 1943 during World
War II, the factory employed 10,000 people. With the war in Europe over and the general
move towards the then new jet engines, Rolls-Royce concentrated its aero-engine operations
at Derby and moved motor car operations to Crewe.
Standard Steel saloons

Bentley Mark VI standard steel saloon, the first Bentley supplied by Rolls-Royce with a
standard all-steel body
Until some time after World War II, most high-end motorcar manufacturers like Bentley and
Rolls-Royce did not supply complete cars. They sold rolling chassis, near-complete from the
instrument panel forward. Each chassis was delivered to the coachbuilder of the buyer's
choice. The biggest specialist car dealerships had coachbuilders build standard designs for
them which were held in stock awaiting potential buyers.

The assembled pressings from Pressed Steel

To meet post-war demand, particularly UK Government pressure to export and earn overseas
currency, Rolls-Royce developed an all-steel body using pressings made by Pressed Steel to
create a "standard" ready-to-drive complete saloon car. The first steel-bodied model produced
was the Bentley Mark VI: these started to emerge from the newly reconfigured Crewe factory
early in 1946. Some years later, initially only for export, the Rolls-Royce Silver Dawn was
introduced, a standard steel Bentley but with a Rolls-Royce radiator grille for a small extra
charge, and this convention continued.
Chassis remained available to coachbuilders until the end of production of the Bentley S3,
which was replaced for October 1965 by the chassis-less monocoque construction T series.
Bentley Continental

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Bentley Continental, fastback coupé body by H J Mulliner
The Continental fastback coupé was aimed at the UK market, most cars, 164 plus a prototype,
being right-hand drive. The chassis was produced at the Crewe factory and shared many
components with the standard R type. Other than the R-Type standard steel saloon, R-Type
Continentals were delivered as rolling chassis to the coachbuilder of choice. Coachwork for
most of these cars was completed by H. J. Mulliner & Co. who mainly built them in fastback
coupe form. Other coachwork came from Park Ward (London) who built six, later including a
drophead coupe version. Franay (Paris) built five, Graber (Wichtrach, Switzerland) built
three, one of them later altered by Köng (Basel, Switzerland), and Pininfarina made
one. James Young (London) built in 1954 a Sports Saloon for the owner of James Young's,
James Barclay.
The early R Type Continental has essentially the same engine as the standard R Type, but
with modified carburation, induction and exhaust manifolds along with higher gear ratios.
[37] After July 1954 the car was fitted with an engine, having now a larger bore of 94.62 mm
(3.7 in) with a total displacement of 4,887 cc (4.9 L; 298.2 cu in). The compression ratio was
raised to 7.25:1.
Crewe Rolls-Royce Bentleys

 Bentleys made by Rolls-Royce Ltd. in Crewe



"The silent sports car"

1952 4¼-litre 2-door by H J Mulliner
 

 Bentley S-series Standard Saloon

 
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 

Bentley T-series Standard Saloon (l.w.b.)

 Standard-steel saloon
o 1946–1952 Mark VI
o 1952–1955 R Type
 Continental
o 1952–1955 R Type Continental
 S-series
o 1955–1959 S1 and Continental
o 1959–1962 S2 and Continental
o 1962–1965 S3 and Continental
 T-series
o 1965–1977 T1
o 1977–1980 T2
 1971–1984 Corniche
 1975–1986 Camargue

Vickers (1970–1998)
The problems of Bentley's owner with Rolls-Royce aero engine development, the RB211,
brought about the financial collapse of its business in 1970.
The motorcar division was made a separate business, Rolls-Royce Motors Limited, which
remained independent until bought by Vickers plc in August 1980. By the 1970s and early
1980s Bentley sales had fallen badly; at one point less than 5% of combined production
carried the Bentley badge. Under Vickers, Bentley set about regaining its high-performance
heritage, typified by the 1980 Mulsanne. Bentley's restored sporting image created a renewed
interest in the name and Bentley sales as a proportion of output began to rise. By 1986 the
Bentley:Rolls-Royce ratio had reached 40:60; by 1991 it achieved parity.

Crewe Vickers Bentleys

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1984 Bentley Mulsanne Turbo

1997 Bentley Brooklands

 1984–1995 Continental: convertible
o 1992–1995 Continental Turbo
 1980–1992 Bentley Mulsanne
o 1984–1988 Mulsanne L: limousine
o 1982–1985 Mulsanne Turbo
o 1987–1992 Mulsanne S
 1984–1992 Eight: basic model
 1985–1995 Turbo R: turbocharged performance version
 1991–2002 Continental R: turbocharged 2-door model
o 1994–1995 Continental S: intercooled
o 1996–2002 Continental T
o 1999–2003 Continental R Mulliner: performance model
 1992–1998 Brooklands: improved Eight
o 1996–1998 Brooklands R: performance Brooklands
 1994–1995 Turbo S: limited-edition sports model
 1994–1995 Continental S: to order only version of Continental R with features of Turbo
S incorporated
 1995–1997 New Turbo R: updated 96MY Turbo R with revised bumpers, single front
door glazing, new door mirrors, spare in trunk, engine cover, new seat design, auto lights,
auto wipers etc.
 1995–2003 Azure: convertible Continental R
 1996–2002 Continental T: short-wheelbase performance model
 1997–1998 Turbo RL: "new" Turbo R LWB (Long Wheel Base)
 1997–1998 Bentley Turbo RT: replacement for the Turbo RL

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 o 1997–1998 RT Mulliner: Ultra exclusive performance model
Volkswagen (1998–present)

1998 Bentley Arnage T

Queen Elizabeth II's Bentley State Limousine

In October 1997, Vickers announced that it had decided to sell Rolls-Royce Motors. BMW
AG seemed to be a logical purchaser because BMW already supplied engines and other
components for Bentley and Rolls-Royce branded cars and because of BMW and Vickers
joint efforts in building aircraft engines. BMW made a final offer of £340m, but was outbid
by Volkswagen AG, which offered £430m. Volkswagen AG acquired the vehicle designs,
model nameplates, production and administrative facilities, the Spirit of Ecstasy and Rolls-
Royce grille shape trademarks, but not the rights to the use of the Rolls-Royce name or logo,
which are owned by Rolls-Royce Holdings plc. In 1998, BMW started supplying components
for the new range of Rolls-Royce and Bentley cars—notably V8 engines for the Bentley
Arnage and V12 engines for the Rolls-Royce Silver Seraph, however, the supply contract
allowed BMW to terminate its supply deal with Rolls-Royce with 12 months' notice, which
would not be enough time for Volkswagen to re-engineer the cars.

Bentley Azure Mulliner 2003 Final Series

BMW paid Rolls-Royce plc £40m to license the Rolls-Royce name and logo. After
negotiations, BMW and Volkswagen AG agreed that, from 1998 to 2002, BMW would

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continue to supply engines and components and would allow Volkswagen temporary use of
the Rolls-Royce name and logo. All BMW engine supply ended in 2003 with the end of
Silver Seraph production.
From 1 January 2003 forward, Volkswagen AG would be the sole provider of cars with the
"Bentley" marque. BMW established a new legal entity, Rolls-Royce Motor Cars Limited,
and built a new administrative headquarters and production facility for Rolls-Royce branded
vehicles in Goodwood, West Sussex, England.

Investment and company development

After acquiring the business, Volkswagen spent GBP500 million (about US$845 million) to
modernise the Crewe factory and increase production capacity.[38] As of early 2010, there
are about 3,500 working at Crewe, compared with about 1,500 in 1998 before being taken
over by Volkswagen.[39] It was reported that Volkswagen invested a total of nearly
US$2 billion in Bentley and its revival.[40] As a result of upgrading facilities at Crewe the
bodywork now arrives fully painted at the Crewe facility for final assembly, with the parts
coming from Germany—similarly Rolls-Royce body shells are painted and shipped to the
UK for assembly only.
Demand had been so great that the factory at Crewe was unable to meet orders despite an
installed capacity of approximately 9,500 vehicles per year; there was a waiting list of over a
year for new cars to be delivered. Consequently, part of the production of the new Flying
Spur, a four-door version of the Continental GT, was assigned to the Transparent
Factory (Germany), where the Volkswagen Phaeton luxury car was also assembled. This
arrangement ceased at the end of 2006 after around 1,000 cars, with all car production
reverting to the Crewe plant.
Bentley presented Queen Elizabeth II with an official State Limousine in 2002 to celebrate
her Golden Jubilee. Production of the two-door convertible Bentley Azure finished in 2003. It
was replaced by a large luxury coupé powered by a W12 engine built in Crewe and
named Bentley Continental GT.
It was confirmed in April 2005 a four-seat convertible Azure derived from the Arnage
Drophead Coupé prototype would begin at Crewe in 2006. By the autumn of 2005, a
convertible version of the successful Continental GT, the Continental GTC, was also
presented in the autumn of 2005. These two models were launched in late 2006

2005 Bentley Continental Flying Spur

2011 Bentley Continental GT

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2017 Bentley Bentayga diesel

CEO Adrian Hallmark presents the Bentayga Hybrid at Geneva International Motor

Show 2018

2019 Bentley Continental GTC

2019 Flying Spur W12

A limited run of a Zagato modified GT was also announced in March 2008, dubbed "GTZ".
A new version of the Bentley Continental was introduced at the 2009 Geneva Motor Show:
The Continental Supersports. This new Bentley is a supercar combining extreme power with
environmentally friendly FlexFuel technology, capable of using petrol (gasoline) and biofuel
(E85 ethanol).
Bentley sales continued to increase, and in 2005 8,627 were sold worldwide, 3,654 in the
United States. In 2007, the 10,000 cars-per-year threshold was broken for the first time with
sales of 10,014. For 2007, a record profit of €155 million was also announced.[41] Bentley
reported a sale of about 7,600 units in 2008.[42] However, its global sales plunged 50 percent
to 4,616 vehicles in 2009 (with the U.S. deliveries dropped 49% to 1,433 vehicles) and it

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suffered an operating loss of €194 million, compared with an operating profit of €10 million
in 2008. As a result of the slump in sales, production at Crewe was shut down during March
and April 2009.[citation needed] Though vehicle sales increased by 11% to 5,117 in 2010,
operating loss grew by 26% to €245 million. In Autumn 2010, workers at Crewe staged a
series of protests over proposal of compulsory work on Fridays and mandatory overtime
during the week.
Vehicle sales in 2011 rose 37% to 7,003 vehicles, with the new Continental GT accounting
for over one-third of total sales. The current workforce is about 4,000 people.
The business earned a profit in 2011 after two years of losses as a result of the following sales
results:
On 23 March 2020, Bentley announced to halt production due to COVID-19 pandemic.
[47] In June 2020, Bentley announced that it will cut around 1,000 (one quarter of 4,200) job
places in the UK as a result of the COVID-19 pandemic.
On 3 November 2020, Bentley announced that all new cars sold will be electric by 2030. This
announcement also follows after the United Kingdom Prime Minister Boris
Johnson announced in February 2020 that he approved legislation that will ban and phase out
fuel combustion vehicles (including Hybrid and Plug-in Hybrid vehicles) from the UK by
2030 with hybrids being banned by 2035.

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The Bentley Logo and Its History

Let’s explore the Bentley logo and some history behind the British carmaker.

“To build a good car, a fast car, the best in its class.”

Walter Owen Bentley made the quote above. It summarizes his inner desire and vision to
dominate the superhighways with a superb car that defines performance. He put his thought
and engineering skills into action, and Bentley was born in 1919. He was 31 years old then.

The flying brand, Bentley, is a British automaker that uses the finest materials to build
unusual cars for exceptional people. Bentley is not a car for everyone; it’s a superb product
for the elites. Its models include the continental range, the new bentayga, the flying spur, and
the Mulliner. The classic Bentley logo with the wings says a lot about the car and brand.
They rise above others.

Walter Bentley’s quest for a high–performance car led to the hunt for a cute mascot. He
needed a visual identity that would embody the charisma of his beautiful cars. Once again,
his thought came to fruition. He got one of the desirable and recognizable trademarks in the
world.

For over a hundred years, Bentley has kept a sleek mascot with a mystic style and taste. The
design took inspiration from an ancient old religious symbol. It comprises the letter—B, the
initial of the founder, and wings around it. These wings depict the three-pointer parts of a
bird.  

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The Evolution of Bentley’s Logo

The emblem of the sky has kept its flying ability with no update. For slightly over a century,
its owners seem to be content with its overall outlook and emotions. Interestingly, this
century-old logo is awe-inspiring, practical, elegant, and modern.

Let’s get to know it more.

1919 – Now:

The ancient look-alike emblem, Bentley, comes in the three-pointer parts of a bird. This
includes the left-wing, the right-wing, and the tail wing. These winged parts are neatly
featured on two oval frames, making the design style mirror the winged solar disc. To further
decorate the trademark, the letter—B on a circular frame assumed the central part of the
design. Bentley’s logo looks exquisite, majestic, and professional.

What Font Is Bentley Using?

The design element that gives Bentley’s a luxurious and mysterious identity remains
unchanged for over ten decades. To keep its traditional attitude, the logo features a sans-serif
typeface that is very similar to ITC Blair Bold. Jim Spiece, a typographer, designed this clean
and readable font. 

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Who Designed Bentley’s Logo?

From all angles, Bentley’s emblem is a masterpiece of art and a symbol of mystery. It shows
the touch of a professional graphic director. Interestingly, Frederick Gordon Crosby designed
the winged logo in flight. The logo suits the personality of the British automaker.

Why Does Bentley’s Logo Work?

1.      The Emblem Is Readable:

One essential part of a logo design is readability. It easily connects customers to the brand’s
personality. Bentley’s logo design is highly legible because it has a clean typeface that flies
with it. You can’t miss this bold sans–serif font on any marketing medium.

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2.      The Emblem Is Unique:

Flying above the storm is a vital requirement you shouldn’t overlook with your logo design.
To make it easy for customers to identify your brand from rivals, your visual assets must
differ. With carefully selected graphic elements, Bentley’s logo is exceptional in the market.

3.      The Bentley Emblem Is Scalable:

Customers are widely scattered. But companies need to reach them with their goods and
services. To solve this challenge, a logo with a simple layout is the solution. With a modest
form, Bentley’s trademark is versatile. It can boldly fit any promotional channel with ease.

4.      The Bentley Emblem Is Simple:

Bentley’s logo design is relatively modest. It has few graphic features, which makes it classic
and easy to understand. The icons, typeface, and colors are in the correct ratio. Customers are
more likely to pick a simple emblem over a detailed one because they have less time to
spend.

5.      The Emblem Is Consistent:

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Bentley’s logo is timeless. It has kept a unique identity for over a hundred years. This is not a
mere achievement. It’s the result of a conscious effort in its selection of elements. Consistent
builds trust and, with time, makes brands authoritative. This is a feature of all iconic logos.

Bentley Logo Design Elements

To convey the brand’s unique feelings, Frederick Crosby opted for suitable graphic elements
that send the right messages to Bentley’s ideal audiences. To avoid complicating the design,
he went for fewer design elements. Let’s look at these graphic elements below:

Bentley Logo Shape And Symbol

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1.      The Letter B:

The boldly written letter—B is one of the outstanding graphic features in the flying logo. It
stands for the brand’s identity, which was coined from the founder’s surname, Bentley. This
second letter of the English alphabet can also convey the energy of bravery, beauty,
benevolence, and the status of being a billionaire. These are the precise charisma of Bentley.  

2.      Wings:

Wings align with creative energy. Most people link them to the mystical world. Here, they
associate them with angels, demons, and spirits. In the physical world, wings can symbolize
mobility, speed, freedom, and power. As decorative elements around the initials—B, they
move the brand into flight and give it the ability to soar without help.

3.      Circular Frames

Oval frames adorn the emblem beautifully. They hold all the dazzling design elements in
perfect positions. This includes the letter—B and the wings. An oval represents rebirth,
fertility, and immortality. It can also convey community, unity, and love. An oval is gotten
from ovum, a Latin word for an egg.

Bentley Logo Color Scheme

1.      White Color:

Too much power isn’t always good. People will perceive you as an oppressor. Often, you
need to tone down this emotion to win the hearts of many. And white is the perfect color to
neutralize this powerful persona. White conveys the energy of purity, protection, and
humility.

2.      Black Color:

The color black is a two-edged sword. It can convey both positive and negative feelings.
Bentley used it to evoke the sense of elegance, power, and mystery. The color can also speak
highly of fear, death, rebellion, and aggression. Black is a color of wealth and leadership.

3.      Silver Color:

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As a valuable metal, Silver symbolizes wealth. It’s one of the lively colors that beautifies
Bentley’s emblem. Silver color represents mystic vision, hope, and tenderness. It can also
evoke the power of unconditional love, kindness, and elegance.

4.      Red Color:

Red color always finds itself in Bentley’s sophisticated models. It features on the circular
frame that houses the iconic letter—B. Red, an attention-grabbing and primary color is a fire–
oriented hue. Bentley used this lustful color to symbolize the energy of love, joy, willpower,
and strength.

5.      Green Color:

In line with models, you’ll find the green color on Bentley’s racing cars. Unlike red, green is
a secondary color that results from the mixture of blue and yellow. It’s an earthly color that
symbolizes adventure, health, and harmony. Green is a color of renewal.

Who Started Bentley?

Known as W.O., Walter Owen Bentley was born in London in 1888. His parents were Emily
nee Waterhouse and Alfred Bentley, a renowned business person. Out of nine children, he
was the youngest sibling. From 1902 to 1905, W.O attended Clifton College in Bristol.

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To satisfy his love for engineering, he joined Great Northern Railway in Doncaster,
Yorkshire. It was a five–year apprenticeship training that cost him £75. He was nearly 17
years of age. He learned to design, cast, and construct complex railway machinery.

Walter Bentley completed his training in 1910. At King’s College London, he took lectures in
theoretical engineering. Upon successful completion, the National Motor Cab Company
employed him. One of his routine tasks was the maintenance of the fleets.

After spending about two years with the National Cab Company, W.O founded Bentley &
Bentley Limited with his brother, Horace Bentley. The new company focused on selling
French DFP cars. DFP is the initials for Doriot, Flandrin & Parant, a French car maker in
Seine.

Walter Owen Bentley had some adventures with racing. He got involved with Quadrant, Rex,
and Indian Motorcycles. While racing in the Indian’s Motorcycle, his rear tire burst on the
second lap. Because of this unexpected incident, W.O couldn’t complete this race in 1910.

Walter Owen made massive improvements in designing and creating several aircraft engines
as a captain in the Royal Naval Air. This effort was recognized. The Commission for Awards
for inventors awarded him an MBE, which came along with £8,000.

We can say that W.O had no luck with marriage. He married three times. In 1914, Leonie
Gore, who died in the Spanish flu epidemic, became his first wife. In 1920, he married
Audrey Poppy, who divorced him in 1931. Finally, in 1934, he married Margaret Roberts
Hutton.

Walter Owen Bentley died on the 13th August 1971 in England, United Kingdom. He had no
child. W.O was inducted into the Automotive Hall of Fame in 1995.

List of Bentley vehicles

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Model
Introduced Discontinued hideClass
Name

3 Litre 1921 1929 Sports car

3.5 Litre 1933 1939 Luxury car

4 Litre 1931 1931 Luxury car

4 1/2 Litre 1927 1931 Sports car

Speed Six 1926 1930 "Rolling chassis"

8 Litre 1930 1932 Luxury car

Arnage 1998 2009 Luxury car

Azure 1995 2009 Grand tourer

Bentayga 2015 Luxury SUV

Luxury car
Brooklands 1992 2011
Grand tourer

Continential 1952

Continental GT 2003 Grand tourer

Eight 1984 1992 Luxury car

Luxury car
Flying Spur 2005
Ultra-luxury car

Mark V 1939 1941 Luxury car

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Model
Introduced Discontinued hideClass
Name

Mark VI 1946 1952 Luxury car

Mulsanne 1980 1992 Luxury car

Mulsanne 2010 Luxury car

R Type 1952 1955 Luxury car

S1 1955 1959 Luxury car

S2 1959 1962

S3 1962 1965 Luxury car

Luxury car
State Limousine 2002 2002
Limousine Official state car

T-Series 1965 1980 Luxury car

Turbo R 1985 1999

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Crewe Volkswagen Bentleys

Car models in current production

 2016–present: Bentayga
 2018–present: Continental GT (Gen 3)
 2019–present: Flying Spur (Gen 3)

Car models formerly in production

 1998–2009: Arnage
 2003–2011: Continental GT
 2005–2013: Continental Flying Spur (Gen 1)
 2006–2009: Azure (Gen 2)
 2008–2011: Bentley Brooklands (Gen 2)
 2011–2018: Continental GT (Gen 2)
 2013–2019: Flying Spur (Gen 2)
 2010–2020: Mulsanne

Special edition car models

 1999: Hunaudières Concept
 2002: State Limousine

Motorsport
A Bentley Continental GT3 entered by the M-Sport factory team won the Silverstone round
of the 2014 Blancpain Endurance Series. This was Bentley's first official entry in a British
race since the 1930 RAC Tourist Trophy.

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CASE STUDY
1 Introduction
Before making an introduction to case study we will go through the case study material to
understand situation given in the case study to get a better understanding of this case study.

1.1 Case study contents

Bentley is a Security Company that has been trading in Gotham City for twenty five years.
Recently, the senior management team met to review progress.

Finance Director: I am concerned about our recent financial performance and it seems to me
that we are in danger of being taken over at a bargain price. Our return on owner’s equity is
2% below the industry average and we have a large debt arising from the leverage purchase
of Security Services Inc. What we can do to improve our financial results as soon as possible
and, at the same time, convince the market that we have a long term viable future?

Marketing Manager: In my view we have an excellent portfolio and our problem are mainly
due to poor cost control. We progressed from our base in producing domestic alarm systems
into commercial systems and then acquired Security Services Inc – which provides guard and
watch services for commercial premises – that capitalized on our core skills at each stage. We
decided into diversify because the domestic market was saturated and there have been large
increases in the number of suppliers because it is now an easy business to get into as the
technology has become standardized. The commercial sector was growing due to the current
economic boom; but we have been stuck at 12% market share in the commercial systems
market and while Security Services Inc had over 300 service contracts when we acquired it,
we have not yet been able to attract any new customers.

Human Resource Manager: I should point out that I find it difficult dealing with security
personnel and this could be one reason for the fact that we don’t make much profit on the
security contracts.

CEO: If we address the short and long term issues mentioned by the finance director, then we
shall remove the incentive for anyone to take us over. But in the meantime, we should
investigate the possibility of undertaking a management buy-out (MBO).

1.2 Introduction of study

In this case study we are going to look critically into the situation of the Bentley Security
Company and issues faced by it. We will also try to find some solutions for its recovery from
bad performance and we will in end see how it can do its management buyout to improve its
financial and management situation. If we critically look at different aspects of Bentley’s
position in previous years we can easily draw following analysis about its situation to get
clearer picture about its problem and its strengths. We will look into all the issues by using
different analytical tools like value chain, porter five forces, PLC and Ansoff’s matrix. We
will also analyze the situation for management buyout. At end of study we will draw a
conclusion of the study.

1.3 Situation analysis

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Bentley was successfully staying in the market since last 25 years till current times when it
started facing many problems from finance to human resources.

Its major product in past was domestic and commercial alarms later it jumped into new
business of providing door supervisors to its clients. This new acquisition did not brought
good fortune for the business and it started facing many problems most of those were related
to this new business of door supervisors. Finance position of Bentley is becoming poorer day
by day as its generating 2% less returns on investments. Its debt is increasing. It is facing new
rivals in the market. Its control over costs is becoming problematic. There are no new
customers demanding for door supervisors as its staff performance remained poor.

There can be some new targets that can help Bentley to go again into a growth and it can
meet its financial targets. As suggested by the CEO they are looking for incentives removal
that can give help to their competitors and they are also planning for going into a
management buyout.

2 Question One
Use strategic models to identify the actions the management team might take to deal
with Bentley’s short term and long term problems.
2 Answer
Bentley is a security company which was having alarm products since many years and later it
started its door supervisors business. After some time due to poor performance of its staff at
security jobs and advancement in technology its financial position started towards decline. To
make investigation of circumstances and finding some remedies for Bentley’s problems we
will make analysis using different tools.

2.1 Corporate Finance

Bentley is in a financial crisis as it is giving 2% less returns to its investors on their equity.
Therefore Bentley management should put attention towards some short term and long term
solutions for all financial matters.

Short Term Solutions

Bentley head office has extra work force compare to its requirements that putting burden on
finance so they should make adjustments by using right man right place and they also should
try to reduce extra management line at head office.

They should look into their loans and try to cut those rapidly so they need to make less
payment on loans.

Long Term Choices

They should more focus on product development to inline their alarms with new
technologies.

They should focus on human resource issue and solve it by recruiting competent staff for
their security business.

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2.2 Ansoff matrix

Ansoff’s Matrix is good tool to analyze the situation (Peter Cheverton 2005) of any company
like Bentley.

Penetration in Market
Bentley can reorganize its business in existing market by focusing on its core competencies
of alarm business. Further it can try innovative marketing strategy (Guy Masterman 2006) for
this purpose.

Development of Market
Bentley can try to capture new markets by utilization of its advantage in domestic and
commercial alarms. Further it needs to explore as many markets as it can. By going into new
markets Bentley can regain its position in the business as it was before the crises started.

Development of Product
Bentley can go and develop new alarms with better design and technology and can launch it
in its existing market. This way it can regain its customer’s confidence with use of new
technological advancement.

Diversification in Business
Bentley can also try a diversification that can be horizontal or vertical.

In horizontal diversification they can produce new kind of alarms.

While in vertical diversification they can bring some changes in their sales strategies.

2.3 Product Life Cycle

For Bentley alarms we can see these products on maturity stage and facing a decline because
Bentley failed to adopt new technologies. They must put some innovative change in their
products to get benefit in sales. If we see on their Security Inc it also is on decline in the
market. Now they have to make a decision either to keep with their core competency of
alarms production for domestic and commercial purposes or they still can try to restructure
their security inc to make it profitable business in future by attracting competent security staff
into this.

2.4 Value Chain

We can make a value chain analysis (Porter 1998) for Bentley business to see how it can
create maximum value for its products. Any company can create a better value of its product
by getting advantage over cost through cost control either in supply of raw materials, human
resource effectiveness, use of technology, or by using the economy of scale in alarms
production.

It can further reduce the cost and increase the quality by inducting efficient workforce in its
production units. Technology is another option that can bring advantage (Carr 2004) in its
value chain for its production and also in its security business. Bentley should adopt new
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advance technology to meet the challenges and competitions. That technology can be used in
both primary activities for business or in supporting activities. Further it can more focus on
effective marketing strategy and supply to markets on time.

Bentley can further try to redesign alarms with different shapes and qualities. Managers can
decide about outsourcing, they must know the firm’s strength and weakness.

Competitive position of Bentley

Bentley has good business history as it has been into alarm business since last twenty five
years. Its performance remained good for many years. It has good business with cost leading
position in alarm business. After its acquisition of Security inc things started bad for
company. Company is cost leader in the market, it have strength in alarm business. They
Bentley easily can attract new customers on its fair price.

3 Question Two
Is the CEO correct to conclude that these actions will remove all incentive for another
company to take over Bentley?
3 Answer
3.1 Porter Five Analysis of Company
Harvard professor Michael Porter gave the analytical tools of five forces (Porter, 2008) that
affect the companies in their businesses. These five forces, give any company’s position and
future threats profitability for its business.

Threat of Rivalry
Bentley’s rivals are companies with new technology and which have efficient work force in
security business. Competitor rivalry in this industry is very high for Bentley.

Threat of New Entrants

As Bentley is holding market position since 25 years it has advantages in alarm systems. This
advantage is also due to industry’s barrier to entry. In security industry there are always
barriers from government regulating agencies.

Threat of Substitute
As in security business companies are adopting new and innovative approaches. Bentley is
facing high threat from substitutes. It should put extra efforts and innovation in the business
to compete the market.

Bargain power of Buyer

Bentley has fair price policy in its products so it has advantage in buyer’s bargain power
problem.

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Bargain power of Supplier

Bentley depend less on number of items as raw materials so it can face easily the bargain
power of the suppliers. For Bentley its low.

4 Question Three
If the team decides on MBO, how much should they be prepared to pay?
4 Answer
4.1 Bentley’s Management Buyouts
A management buyout is rare phenomena in businesses that mean purchase of a business or
its share by the people in management team (Rick Rickertsen 2001).

When companies are facing problems they decide to sell their business or assets some time
they feel happy to sell these shares to their own management. These managers can be good
and keen buyers as they are aware with the all details of business its strength and weakness.
When they are getting shares then main investor which is current owner can expect an extra
input from those new share holders.

Bentley can also make management buy out for its security Inc that is not performing well.
For a successful management buyout, Bentley team may require sitting and discus their future
plans. They should take their management into full confidence so they can arrange a
successful arrangement. They not must look just to secure their investment; they should keep
the vision and proper skills to modify their business and to bring improved results. Further
necessity is their keenness and assurance to encourage the management which will become
future shareholders in Bentley business, to work more passionately. There will be following
actions that necessary to be followed for successful management buyout.

Decision of proceeding
Managers of the Bentley as new investors will be enthusiastic to put their money in Bentley
with targets for gaining profits. Their likely profits in future can be high than present profits
since managers in new setup will effort more for themselves. By understanding these factors
which will be moving Bentley forward they can lay foundations for better future.

Business plans
Bentley requires being able to create money and growth in its business for short term before
they go into this kind of buyout. They need to adopt tactics that are useful in the long run;
definitely it will be a tricky business to guarantee your own management team which will
come forward for buyout about the growth.

Management team perspective

An important part for a successful management buyout is arrangement of your management
team such way that it could create high-quality results. As they are the investors they must be
aware with the changes being done at organization and their point of view must have
importance in all process. Bentley should put a clear purposeful plan in favor of the company.

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Arranging for the funds
Assessing the value of any business like Bentley Company is difficult affair and there are no
defined rules for going for assessment. Investors vision will be relate to different aspects of
the company. These can be some balance sheets and current profit records. It will also require
to initially putting some money into current assets of the company either to raise its capital or
to boost its performance by using different strategies that surely need some extra funding.
This funding can be arranged by existing investors or by try some loan for short terms.

Agreeing terms for business

The financing for any investment always depends upon the equity and debt situation.
Different investors among management will be looking for diverse profiting results from the
deal, base on the assessed risk they will be calculating. There is important for both side to set
some agreeable rules for all the business and process in future, they should minimize the
ambiguity in the business.

Deal arrangement
We can’t set well defined rules for the management buyout. Bentley needs to ensure the
management team that at end they will be get benefits in this deal. They must mutually
arrange all financial and legal terms for finalization of the deal.

Completion of the process

Holding any talks for a buyout will not always be a simple task; there must be piece of
concern as there are always some insufficient current relations that putting problems on
company earnings and management. It will be a multipart activity always and there will be
great test for the current sellers of Bentley shares. Hence they can start a new beginning
together for best results putting skills and money together.

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An interactive application for Bentley Motors using a cloud-based interface
that can be constantly updated with new vehicles and info.

About the Client

With an unparalleled heritage, Bentley Motors has been creating powerful, handcrafted
luxury cars at its factory in Crewe, England for 100 years.

The Problem

Bentley wanted to provide a solution for their current and prospective customers to indulge in
the brand through an interactive tablet experience.

The Solution

The Distance designed an interactive application using a cloud-based interface that can be
constantly updated with new vehicles and info. Users should be able to both embrace Bentley
Motor’s brand values and educate themselves about the products available.

The Result

The Distance developed an indulgent app that fully immersed the user in the world of Bentley
and its cars. Holding its brand values with the highest regard the app delivered an interactive
experience for iPad and Android tablet users around the world.

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Interesting Facts About Bemtley
1) Bentley Motors was founded in 1919 by famous British constructor and an
engineer ,Walter Owen Bentley. His mission statement is as true today as it was then “To
build a good car, a fast car, the best in its class”

2) The 1920 Bentley EXP 1 was the first Bentley car ever made while the 1920 Bentley EXP
is the oldest surviving Bentley, the second ever made and the first to win a race.

3) Volkswagen Group acquired the Bentley brand in 1998. VW also controls

Audi ,Bugatti ,Lamborghini, Porsche ,SEAT,Skoda ,MAN,Scania to mention a few.

See: Who Owns Who? World’s Largest Automakers And Car Brands They Currently Control
4) In 1994, six Dominators SUV with different colors were specially built for Sultan of
Brunei (the former world’s richest man ,who also boasts of over hundreds of Rolls
Royces cars) at cost ₦1.4b ( £3m) per car .The 4-wheel drive luxury Sport Utility Vehicle
was built on a Range Rover  chassis.

5) The Bentley Bentayga is Bentley’s first mass-production SUV. The all-wheel drive, 5-door
ultra-luxury SUV  starts at ₦71m ($195k), if you love to get one for yourself .
It is powered by a 600 horsepower W12 engine,has a top speed of 187 mph and will move
from standstill to 60 mph in 4.0 seconds .

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6) The Bentley’s flying “B” ornaments was first used on 6½ Litre Bentleys in the late
1920’s.The modern types are designed to enter the bonnet in the event of an accident. The
letter “B” stands for Bentley while the silver wings around it signifies speed.

See Why The Rolls-Royce “Spirit of Ecstasy” Bonnet Ornament Can Never Be Stolen

7) The armored Bentley State Limousine is the official statecar created by Bentley for Queen
Elizabeth II on the occasion of her Golden Jubilee in 2002.

She has two of it that are valued at ₦4.6billion ( 10m GBP) each. They are powered by a
Rolls-Royce – Bentley twin-turbocharged, 6.75-litre V8 engine .

8) Bentley current model line-up includes the Mulsanne, the Flying Spur sedan,Bentayga

SUV and the New Continental GT. Past models includes the Continental (2003-2018),Arnage
and Azure . All 2019 Bentley models will come with Special Centenary Badges to celebrate
Its 100 Years

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9) It takes around 110 hours to build a Continental GT, 130 to build a Continental Flying
Spur sedan, 130 to build a Bentayga and around 400 to build a Mulsanne from start to finish

10) On average, 26 Continentals and Continental Flying Spurs, 5 Mulsannes and 31

Bentaygas are built in a day.

11) It takes 30 engineers about 13 and a half hours to build one W12 engine and about 136
hours or over 5 days to complete the interior trim on a Mulsanne.

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SWOT Analysis of Bentley
For Bentley, SWOT analysis can help the brand focus on building upon its strengths and
opportunities while addressing its weaknesses as well as threats to improve its market
position.

Bentley Strengths
The strengths of Bentley looks at the key aspects of its business which gives it competitive
advantage in the market. Some important factors in a brand's strengths include its financial
position, experienced workforce, product uniqueness & intangible assets like brand value.
Below are the Strengths in the SWOT Analysis of Bentley :
1. Bentley models have sporty-ness & luxury together which is not seen in any other products
2. Support of the German Engineering through the parent company
3. Strong brand equity and market position of Bentley globally
4. Being expensive and limited availability, it adds to the brand uniqueness and brand value
as it is percieved as a status symbol
5. Strong backing of automobile giant Volkswagen
6. Possession of Bentleys by exclusive clientle like the royal family, international celebrities
etc add brand value

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Bentley Weaknesses
The weaknesses of a brand are certain aspects of its business which are it can improve to
increase its position further. Certain weaknesses can be defined as attributes which the
company is lacking or in which the competitors are better. Here are the weaknesses in the
Bentley SWOT Analysis:
1. Bentley has limited presence in emerging economies which has a growing number of rich
2. Limited production means misses out on probable clients

Bentley Opportunities
The opportunities for any brand can include areas of improvement to increase its business. A
brand's opportunities can lie in geographic expansion, product improvements, better
communication etc. Following are the opportunities in Bentley SWOT Analysis:
1. Bentley may look to carry the heritage & design to more environmentally friendly cars
with hybrid or electric transmission
2. Have a strategy to target the affluent class from emerging economies
3. Sponsorships of premium events to increase brand visibility

Bentley Threats
The threats for any business can be factors which can negatively impact its business. Some
factors like increased competitor activity, changing government policies, alternate products or
services etc. can be threats. The threats in the SWOT Analysis of Bentley are as mentioned:
1. People preference for environmentally friendly vehicles increasing, as Bentley motorcars
are famous for their large displacement engines
2. Increasing fuel prices and strict govt regulations
3. More awareness and penetration of competing premium brands

Bentley Competitors
There are several brands in the market which are competing for the same set of customers.
Below are the top 8 competitors of Bentley:
1. Mercedes Benz
2. BMW
3. Rolls Royce Motors
4. Aston Martin
5. Ferrari
6. Jaguar
7. Porsche
8. Maybach

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Conclusion

Bentley has good record in alarm business unfortunately they were unable to manage the new
acquisition of security personals business. Secondly they were not good at adaptation of new
technology as they had less budget reserved for research and development. Headquarter had
extra spending on staffing comparing to over all human resource costs. Now it is the time for
Bentley to take important steps for its future business. It’s good if they are going into
management buyout for security inc. further they need to focus more on their staff
performance which in past showing poor results. Bentley have core competency in alarm
business they can do more growth and earnings in that business. For any future decision they
need to look the current environment of the industry which is safe in many ways from new
rivals. But still they need to be innovative and updated in their approach.

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REFERENCES
https://www.bentleymotors.com/en/world-of-bentley/the-bentley-story.html
https://careers.bentleymotors.com/content/About-Bentley/?locale=en_GB
https://futurestudios.com/bentley-case-study/
https://en.wikipedia.org/wiki/Bentley
https://www.mbaskool.com/brandguide/automobiles/4219-bentley.html
https://www.ukessays.com/essays/marketing/a-case-study-of-bentley-security-company-
marketing-essay.php
https://blog.logomyway.com/bentley-logo/
https://www.salesforce.com/resources/guides/bentley-reimagining-customer-experience/
https://logolook.net/bentley-logo/

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