Just a few weeks ago, H.R. Owen was fortunate enough to be the first dealership in the UK to launch Bentley’s new Corporate Identity and welcome the Bentayga SUV to an anxiously awaiting audience of potential clients.
Though Bentley’s new identity does “not lose sight of [it’s] 95-year heritage,” it does signify a desire to create broader brand appeal and tap into a consumer market that increasingly wants speed and top-tier luxury but in the form of a SUV, according to Sarah Simpson, the UK Regional Sales and Marketing Director for Bentley.
The Bentayga is the highly-anticipated manifestation of this pivot in focus. Appealing to both driver and passenger with rugged opulence, it symbolises a new era for this legendary British carmaker without compromising the spirt and lineage that makes a Bentley a Bentley.
White-gloved valets greeted guests as they arrived at Bentley Berkshire for the event. Once inside, the welcoming continued at Bentley’s special Corporate Identity Bar located in the main showroom where the canapés and champagne were plentiful.
As the brightest star of the night, the Bentayga appeared both “imposing and capable,” to all in attendance—ready to ride through rocky Highland tracks, or impress the well-to-do along Bond Street. However, the Bentayga wasn’t the only star—it was joined by a number of its brothers and sisters, including the 16MY Continental GTC, the Flying Spur, the Mulsanne, and the highly rare GT3R.
Along with the full complement of luxury automobiles, Bentley Berkshire arranged to have a bespoke commissioning studio on display. The demonstration gave guests the opportunity to use psychometric mapping technology to see what their custom built Bentley might look like if commissioned.
With appetites satiated and curiosities quenched, Ian Barrow, General Manager of Bentley Berkshire, took a moment to give a rousing welcoming speech, introducing the new staff at Berkshire, the visiting Bentley Motor team—Dave Lane (Operations Manager – UK), John Biddle (Regional Manager After Sales), Matt Dougharty (Area Sales Manager – UK South)—and the future Bentley-H.R. Owen relationship.