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Bentley design boss on copycats: "We're a pinnacle brand, so a lot of brands look to us"

Compiled by ADME Newsroom from 1 source

First reported by CarExpert · 26 September at 7:30 am

Who's covering this — 1 article

Motoring press: 1

Image: CarExpert

The quick read

Bentley's design chief says other brands take 'heavy inspiration' from the British marque.
Advancing its design DNA is the biggest challenge for Bentley's design chief.
Bentley is considered a 'pinnacle brand' in the luxury segment.
The brand's design language is being copied by other luxury brands.

For dealers: Australian dealers who can offer a premium experience, including access to exclusive brands like Bentley, will be well-placed to attract high-end customers.

AI-assisted summary of the coverage below — check the original reporting before relying on specifics.

ADME commentary

The ADME angle

Bentley's design chief admitting that other brands take 'heavy inspiration' from the British marque is a stark reminder that luxury brands set the tone for the broader market, and Australian dealers should be prepared to field questions from customers who are increasingly design-savvy.

The fact that Bentley's design DNA is being copied by other brands means that the value proposition of owning a Bentley is not just about the car itself, but about the exclusivity and prestige that comes with it.

What it means for competitor response

Competitors taking 'heavy inspiration' from Bentley's design will inevitably lead to a homogenization of design language in the luxury segment, making it harder for dealers to differentiate their offerings based on design alone.

This means that Australian dealers will need to focus on other aspects of the customer experience, such as service and aftersales support, to stand out from the competition.

The impact on showroom traffic

As customers become more design-savvy, they will be drawn to dealerships that can offer them a unique and exclusive experience, which is where Bentley's 'pinnacle brand' status can be a major drawcard.

Australian dealers who can offer a premium experience, including access to exclusive brands like Bentley, will be well-placed to attract high-end customers who are looking for more than just a car.

Taking action

This week, Australian dealers can take a decisive action by reviewing their dealership's design and layout to ensure it is consistent with the luxury experience that brands like Bentley embody, and training staff to be able to speak knowledgeably about the design heritage and exclusivity of the brands they represent.