To encourage people to order more highly customized and optioned Bentleys, we needed to understand how to inspire the Bentley consumer and discover what is unique in the Bentley ordering process.

They all held strong beliefs in their own opinions, as this belief was often the source of their success. Their passions, like travel, food or art, were most likely to inspire them.

This decision-making ability rubbed against the task of sorting through the more than 1.3 billion possible combinations of paint, trim, performance and bespoke details offered by Bentley.

Traditionally, Bentley buyers would visit a dealership and view hundreds of physical samples. It was overwhelming. Instead of inspiring buyers, they defaulted to traditional color combinations and enjoyed the already luxurious standard equipment Bentley offers.

We built brand awareness and shifted perceptions about the brand’s personalization capabilities. According to the Global Luxury Consumer Study, Bentley moved from #6 to #1 in unprompted brand awareness of luxury car manufacturers. By using custom-designed technology, we were able to showcase Bentley’s technological heritage and align it as an innovative brand that aligned with the target’s personal values.

In the first Studio in New York, 136 vehicles were commissioned and 249 new qualified prospects were connected with dealers, with 54% of prospects new to the brand. Three other Studios followed in Pebble Beach, Los Angeles and Miami (during Art Basel week). Exact results from these markets are not final, but are consistent with New York’s results.

Initially planned only for North America, the success of the Bentley Studio made other regional offices, especially China and Europe, eager to bring the activation to their markets.