Branding & Retail Environment Case Study - Bentley Motors - All Dealerships in North America
2004 marks the first year of Bentley Motors standing as a solo brand without sharing brand identities with Rolls Royce. Bentley is more than ever focusing its legacy of racing, performance, and luxury on its new automobiles and dealerships, where it hopes to lure new customer segments while retaining existing buyers.
To accomplish the transition and separation from the Rolls Royce legacy image, Bentley has created new, contemporarily styled and aggressive high-performance automobiles along with dealership re-branding to match.
Bentley needed a company to seamlessly handle the dealership re-branding with exacting, brand commensurate quality standards, while seamlessly providing all project management functions including communication, scheduling, and follow up with all dealerships. After an extensive RFP and bid process on a national basis, Executive Visions was selected to exclusively handle this multi-million dollar complex branding and environmental fabrication project.
The requirements included the project management, manufacturing, installation and integration of totally custom fixtures, furniture, flexible image displays, and electronic AV Multimedia presentation systems.
In addition, EVI needed to provide all of the specification adaptations and changes from the European standards and prototypes to fit the North American Market. EVI also provided its custom web based online tracking system for the Bentley executives who are geographically dispersed. The system provided real time updates to prototypes, schedules, manufacturing completions, installation tracking, dealership signoffs, and financial updates.
Custom Components of this program included:
Light box displays with 6 separate branding attributes of the new Bentley Motors
Samples Carousel for Bentley paints, leathers, carpets etc.
Lectern for guest sign in and greeting
Mini-Theater Table for commissioning a new vehicle
Heinrich Brune custom manufactured leather chairs from Germany
Large format graphic branding
Large branded goods display for Bentley merchandise
Point of Sale units for specific vehicle specifications presentations
Wheel Display systems for custom wheels, rims and finishes
Audio Visual Equipment Package with Dell computer, NEC plasma screen, wireless interface system, integrated speakers, software installation.
EVI provided senior supervisors who traveled to each dealership to manage custom installation and the training of dealership personnel on the AV multi-media system.
EVI has successfully completed all manufacturing and 2003 scheduled installations. EVI is proud to have been selected for this prestigious project and to continue its long-term partnership with Bentley.