Bentley Motors
Dealer Experiential Design & Environment
Executive Visions is privileged to have served as a key strategic communications partner of Bentley Motors, makers of the world’s finest handcrafted automobiles. EVI was involved in numerous programs targeting increased brand awareness, promotion of a new and evolving line of cars, and intensive dealer training. All parts of the strategy serve the larger goal of broadening the customer base and refining the buying and ownership experience
As part of its plan to create the “Unmistakable Bentley Experience” at the dealer level, EVI designed, fabricated and installed a new customer experiential design & environment in all of the North American Dealerships. The center is a dynamic platform capable of delivering any and all communication needed to support the customer experience, now and in the future, including: Branding, Marketing, Product Information, Training, Messaging, Internet, and Car Configuration.
From an experiential design standpoint, the center is modular in nature, ensuring adaptability and usability at various dealership physical plants. The look and feel of the environment reinforces the Bentley brand values of elegance, comfort and performance. The “engine” of the multimedia platform is a PC running on the Microsoft Windows XP operating system to ensure optimum video, audio, DVD, CD-ROM, and internet capabilities. The hard drive is housed out of customer sight, yet easily accessible for loading of software.
The visual centerpiece is a 42” plasma digital television in 16 x 9 wide screen aspect ratio, the ratio of choice for DVD presentations and High Definition programming. Audio is equally advanced, with powered speakers matched to the system to create a surround sound environment. Smooth, seamless operation is of the system is achieved through a wireless keyboard and wireless hand held controller.
Experiential Design Components included:
• Light box displays
• Samples carousel for paints, leathers, woods, carpets
• Guest greeting and sign in station
• Mini-theater table for new vehicle commissioning
• Custom Heinrich Brune leather chairs
• Large format graphical branding
• Branded merchandise display
• Point of Sale vehicle specifications display
• Wheel display system
• AV equipment package with computer, plasma screen, wireless interface, integrated audio, software
Customer and dealership response surpassed expectations, leading to the contracting of EVI for worldwide implementation.