BGA steers Bentley brand review

Basten Greenhill Andrews is conducting a brand review of Rolls-Royce and Bentley Motor Cars in preparation for the luxury car manufacturer’s split into two companies in 2003.

The work is focused on the brand positioning of Bentley, which will be renamed Bentley Motors. It includes defining how the manufacturer communicates its brand values.

A spokeswoman confirms it is working with the consultancy. “With the two marques splitting, there is a lot that needs to be done to ensure that we become Bentley Motors. That work is on-going and would include looking at signage and paperwork,” she says.

“We have the Bentley wings [emblem] in place, but who can say what will happen between now and the end of 2002.”

The spokeswoman adds, “We are looking to produce 9000 models over the next five years so we will have to make changes as to who we market to and that would include a younger market.”

Volkswagen acquired Rolls-Royce and Bentley Motor Cars in 1998. But it did not buy the Rolls-Royce trademark, which is owned by BMW and leased to Volkswagen until the end of 2002.