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Bentley Motors Investor Relations Overview

This document summarizes an investor presentation on Bentley Motors. It provides an overview of Bentley's brand history and positioning in the luxury market. It also outlines Bentley's current and target customers, including profiles of its top customer industries and the geographic distribution of its dealer network. The presentation concludes with a summary of Bentley's strategy over the last four years to reenergize the brand and realize its future potential.

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208 views8 pages

Bentley Motors Investor Relations Overview

This document summarizes an investor presentation on Bentley Motors. It provides an overview of Bentley's brand history and positioning in the luxury market. It also outlines Bentley's current and target customers, including profiles of its top customer industries and the geographic distribution of its dealer network. The presentation concludes with a summary of Bentley's strategy over the last four years to reenergize the brand and realize its future potential.

Uploaded by

sam484
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Bentley Motors

Bentley Motors

ANALYST / INVESTOR VISIT 9 November 2004 Dr. Paefgen & Mr. Hallmark
November 2004 -1Investor Relations Presentation, Nov 04

Bentley Motors
Agenda
BRAND History Brand Positioning MARKET Sector Segmentation Potential PRODUCT Centre of Gravity Product Character CUSTOMER Customer Profiles CGT Depositor Information SUMMARY

November 2004

-2-

Investor Relations Presentation, Nov 04

Bentley Motors
Rolls-Royce & Bentley Motor Cars, 1931 - 2004
Bentley Motors acquired by RollsRoyce in 1931 1930s Silent Sports Cars 1952 R-Type Continental 4-seat coup 120 mph top speed 1982 Mulsanne Turbo Beginning of the renaissance 1998 Acquisition by Volkswagen Group 2003 Launch of Continental GT 2004 Launch of 2005 model year Arnage
BRAND

November 2004

-3-

Investor Relations Presentation, Nov 04

Bentley Motors
The Bentley Brand Proposition
BRAND

RACING

DRIVING

POWER

DESIGN

CRAFT

Exhilarating Performance

Relaxing Refinement

The Definitive British Grand Tourer


November 2004 -4Investor Relations Presentation, Nov 04

Bentley Motors Rational Qualities


6 litre twin turbo W12 engine 551bhp / 560ps power @ 6100 rpm Maximum speed 198 mph / 318 km/h 0 to 60 mph in 4.7 seconds All wheel drive 6 speed automatic transmission Self-levelling air suspension (4 settings) Luggage capacity 370 litres
BRAND

November 2004

-5-

Investor Relations Presentation, Nov 04

Bentley Motors Emotional Appeal


Designed, engineered, built at Crewe, the home of Bentley since 1946 Built by 1250 people and 4 robots 4 m2 of book-matched veneers per car Continental GT 18 hours to craft a woodset for one Continental GT 3 hours to hand-stitch a steering wheel 10 hides per car 165 hours in total to build one Continental GT
PRODUCT

Bentleyness
November 2004 -6Investor Relations Presentation, Nov 04

Bentley Motors
Brand strength the five true luxury car brands
Saloon Character RollsRoyce
BRAND

Bentley

Aston

Ferrari Porsche

Lamborghini
Sports Car Character

Mercedes Jaguar

BMW Audi

Maserati

so luxury must remain the anchor

November 2004

-7-

Investor Relations Presentation, Nov 04

Bentley Motors
Market Segmentation (forecast 2008 volumes)
3,000
MARKET

Pinnacle
Bentley Arnage, Rolls-Royce, Maybach Bentley Azure, Ferrari, Lamborghini, Aston Martin, McMerc, Porsche Glass Ceiling

150k+

15,000 110,000

Exclusive
Bentley Continental, Ferrari, Porsche, Aston, AMG

100k+ 60k+

Premium
Mercedes, Porsche, Audi, BMW, Jaguar, Maserati, Aston

80,000

Feeder
Mercedes, BMW, Jaguar, Audi, Lexus, Porsche, VW
-8-

45k+

November 2004

Investor Relations Presentation, Nov 04

Bentley Motors
The Pinnacle Market
ARISTOCRATIC EXOTIC
MARKET

2003 1,254

2008 1,500
VEYRON

2003 1,799

2008 1,470

ENZO

Azure

612 SCAGLIETTI SLR MURCIELAGO

Arnage
PHANTOM November 2004

MAYBACH

100EX -9-

VANQUISH

CARRERA GT Investor Relations Presentation, Nov 04

Bentley Target Audience


150K+

MARKET

57/62 Phantom

Enzo

2003
Vanquish Azure Mlago 456/575

3,000

Arnage

$/200K+

3,400
Continental GT

100K - 150K

360

DB7

$/150 - 200K

96,000
A8 W12 XJR S-Class E55 760 911 Turbo CL-Class Carrera SL-Class XKR 4200 Z8

60K - 100K

$/90 - 150K

Bentley Motors
Four-door Target Market (2008 Forecasts)
130.000 120.000 110.000 100.000 90.000 80.000 70.000 60.000 50.000
Luxury
November 2004

Be ntle y Co ntine ntal Salo o n

MB S65

MB S600 MB S55 Audi A8 W12 Jag uar Supe r V8 Audi S8 MB E55 Jag uar XJR Audi RS6 Mas e rati Quattro po rte BMW 760 BMW M5

MB S500

Focus
- 11 -

Performance
Investor Relations Presentation, Nov 04

Bentley Motors
Two-door Target Market (2008 Forecasts)
140.000
MB CL65 MB SL65

MARKET

120.000

Be ntle y Co ntine ntal GT AM DB9

Fe rrari F360

100.000

MB CL600 MB SL600

Lam bo rg hini Gallardo

MB CL55

MB SL55 BMW M6 Mas e rati 4200 AM DB5 Po rs che Turbo

80.000

60.000

MB CL500 MB SL500 Po rs che 911 Jag uar XKR

40.000
Luxury
November 2004

Focus
- 12 -

Performance
Investor Relations Presentation, Nov 04

Bentley Motors
Protecting Brand Centre of Gravity
200,000

MARKET

SLR

Carrera GT

Enzo

Arnage

150,000

F 360
100,000

CGT

911 C2
50,000

325i SE

E 240

Boxster A-Class
MERCED ES PO RSCHE
- 13 -

1-Series
BMW

FERRARI

BEN TLEY
Investor Relations Presentation, Nov 04

November 2004

Bentley Motors
Global Top 10 Business Sector
CUSTOMER

INVEST/FIN/BANK/INS 20%

MEDIC/DENTAL MEDIA/ENTS 5% 4% ENGINEER. 5% IT/COMMS 7% WHOLESALE/RETAIL 8% AUTOMOTIVE 10%

CONSTRUCTION 15% REAL ESTATE 15%

MANUFACT. 11%

November 2004

- 14 -

Investor Relations Presentation, Nov 04

Bentley Motors

UK 19 +2 GER. 9 + 6

CONT. EUR. 29 + 4 CHINA 4 +1 JAP 5 M. EAST 9 R.O.A. 11

UNITED STATES 41

INDIA 1 + 1 AFRICA 2 + 2

AUS. & NZ 5 + 1

Dealers Network - Total =137 + 17 (154)


November 2004 - 15 Investor Relations Presentation, Nov 04

Bentley Motors
Summary Last 4 Years Brand values analysed, tested with new audience, and energised through product and communications. Segmentation of market and carefully positioned proposition. Proportional investment considering risk and opportunity in Luxury sector. Investment in Crewe as heart of brand for future design, engineering, manufacturing and competence. Next 4 years realise potential of Bentley and Crewe.

November 2004

- 16 -

Investor Relations Presentation, Nov 04

- 1 - November 2004 Investor Relations Presentation, Nov 04 Bentley Motors Bentley Motors ANALYST / INVESTOR VISIT 9 November
- 3 - November 2004 Investor Relations Presentation, Nov 04 Bentley Motors Rolls-Royce & Bentley Motor Cars, 1931 - 2004 ƒ Be
- 5 - November 2004 Investor Relations Presentation, Nov 04 Bentley Motors Rational Qualities BRAND •6 litre twin turbo W12 e
- 7 - November 2004 Investor Relations Presentation, Nov 04 Bentley Motors Saloon Character Sports Car Character Rolls- Roy
- 9 - November 2004 Investor Relations Presentation, Nov 04 Bentley Motors The “Pinnacle” Market CARRERA GT MURCIELAGO MAYBAC
- 11 - November 2004 Investor Relations Presentation, Nov 04 Bentley Motors Four-door Target Market (2008 Forecasts) Be ntle
- 13 - November 2004 Investor Relations Presentation, Nov 04 Bentley Motors £0 £50,000 £100,000 £150,000 £200,000 BMW MERCEDE
- 15 - November 2004 Investor Relations Presentation, Nov 04 Bentley Motors Dealers Network - Total =137 + 17 (154) UNITED

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