Bentley is not a marketing concept that was created because of communication, explains Christophe Georges, President & CEO of Bentley Motors Inc.
2013 was a record sales year for Bentley. The Crewe, England-based manufacturer of ?150,000+ cars posted a 19% rise in world-wide sales, reaching 10,120 units. New retail concepts were tested, a new dealership identity was conceived and an SUV for 2016 was confirmed, as the brand expanded into homewares for the very first time.
In short, it is an exciting time for the brand, which is ambitiously targeting sales of 15,000 units by 2018. Bentley will celebrate its 100th anniversary the following year, and has plans to move into more (as yet unknown) categories before this time, in a bid to better cement its place in the market as a true luxury brands. Christophe Georges is leading the charge for the brand in the Americas, which remains Bentley?s largest market. The automotive veteran was appointed President & COO of Bentley Motors Inc. in 2007, after serving as the Regional Director Europe for Bentley Motors Limited, where he was responsible for a twenty-fold increase in sales.
Sales in the Americas have continued to increase by the double-digits under Christophe?s leadership, supported by a network of over fifty dealerships. We sat down to talk about the state of the luxury market and how Bentley works to differentiate itself from other so-called ?luxury? car brands.
? Luxury for us cannot be disassociated from craftsmanshi...