An ‘old man’s brand’: How Bentley Motors is attempting to change perceptions
Bentley Motors’ ANZ country manager, David Simpson, believes there’s a perception that the company is an “old man’s brand” and that branded events were part of the solution to the problem, especially when it comes to marketing to women.
The comments were made during Mumbrella’s inaugural Automotive Marketing Summit during a panel session on brand experience. Simpson shared the stage with Terri Golder, head of marketing communications at Renault Australia.
Session moderator Taryn Atkinson pointed out how marketing to the female customer isn’t really something auto brands are really “nailing” at the moment.
Simpson replied: “Live events are a way to engage people with the brand, and not overpower them with horsepower and Newton meters of torque and all these other things that actually most customers, male or female aren’t that interested in.”
If your cars cost hundreds of thousands of dollars, it’s an old man’s brand by default. Anyone younger or less in need of compensating for other shortfalls will not consider it.