Bentley Ride and Drive - 3 Cities

Bentley represents the pinnacle of hand-made, luxury-performance motorcars and its customers embody a passion for performance that distinctly sets them apart from other luxury car buyers.  Bentley executives understand that sales success is reliant upon the ability of salespeople at the dealer level to effectively convey the ideals of passion and performance to prospective customers. 

To increase the opportunity for success, Bentley turned to EVI to create and produce a unique experiential program entitled, “The Bentley Ride & Drive Experience”, to enable salespeople at the dealer level to understand and effectively convey these ideals.

The program requirements were:

1)   To foster a complete understanding of the performance potential of these cars through hands on operation in a controlled environment.

2)   To visualize and personally experience the benefits of the performance features of these motorcars.

3)  To understand the passion that Bentley customers have for the brand.

As a result, EVI produced three separate events at proper racetracks in strategic regional locations in the U.S.  Those tracks were Moroso Motorsports Park, Palm Beach Gardens, Florida; Lime Rock Park, Lime Rock, Connecticut and Las Vegas Motor Speedway, Las Vegas, Nevada.

Dealers in each region, were required to send sales personnel to attend one of the two-day events.  Professional racecar drivers and seasoned instructors were brought in to help the attendees maximize their ability to learn and experience the product in a safe and controlled atmosphere.

First, a presentation was delivered to attendees in a classroom environment to brush up on performance features.  EVI developed and delivered a complete feature / benefit seminar for this purpose. After the attendees had a solid grasp of these concepts, it was time to truly experience them.

Each attendee had the opportunity to drive the variety of Bentley motorcars on a skid pad, drag strip and closed course.  An instructor went along to assist the attendees in understanding the “feel” or benefit of each of the car’s performance features.

Imagine the exhilaration of driving the world’s fastest production four-door motorcar on an unrestricted racetrack, without speed limits.  Not only did the attendees learn how to convey the true benefits of each and every performance feature of a Bentley motorcar, they learned how to convey these with the passion that only this driving experience can deliver.