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.”
David Simpson, Bentley Motors’ ANZ
When describing how the company typically approached branded experiential events in the past, Simpson said: “We had a learning over the last couple of years in that we probably started and we said to the agency that we get some really good-looking girls to stand there, and [the customers] would come over and come and have a look at the cars. And guys – if I can say that – yeah, there were some good-looking boys there as well.
“It was very much about the personality and the background and if we could get a British accent then that could be even better.”
He added: “Over the last couple of years we’ve learned that there was not enough training in the first couple of years we did brand experience and that ambassadors were a real part that was letting us down in brand experience. We invested a huge amount in training.”
Golder explained how Renault’s number one problem is brand familiarity. “Some guys will know about our motor sport involvement, but otherwise it’s just a sea of blank faces,” said Golder.
“When people are in the market to buy a new car, they are not compelled by Renault at all. They’re not even putting us on their shopping lists.”
She explained how she found brand experience is a great way to get onto people’s radar quickly, and give a chance to tell the brand’s story in a much more effective way.
Terri Golder, head of marketing communications at Renault Australia
The panel also discussed why females might still feel uncomfortable in a showroom environment, and how to overcome those obstacles through brand experience.
“This intimidation that sometimes you get when entering a showroom environment is very much removed if that environment is somewhere more comfortable. In Malaysia we have a showroom in a mall,” said Simpson.
Renault have similarly been experimenting with customer experiences in malls. Referencing a five car store event held in a Westfield shopping centre, Golder said: “Women loved that environment, they’re already there every week doing their grocery shopping, they already don’t like going into dealerships.”
Simpson went on to outline how female-only events have been a success for Bentley: “I think we have to make the brand more accessible. The desirability comes with having people at the events, and we’re starting to do a lot more female-only events.”
He gave his own example of an event where Bentley partnered up with Louis Vuitton and held a masterclass on how to pack a LV suitcase:
“I thought maybe is it a little bit patronising – you can very much second guess yourself a lot of the time. But actually I think it was really interesting for a small network of our customers who wanted to come.”
When talking about womens role in the buying process, he added: “I don’t think I’ve ever met a Bentley customer who has ever bought a car on the day, they’ve always said I have to go home and check with the boss, and that is the reality.
“If the female at home – or at work – is not in agreement that that car should be bought it’s not getting bought.”
topics
Bentley
David Simpson
Mumbrella Automotive Marketing Summit
Renault
Taryn Atkinson
Terri Golder
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.
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