How Do You Bentley?
Discover Bentley’s Bold Evolution into a Luxury Lifestyle Brand
EGW LUXURY MAGAZINE
Fall/Winter 2024
Luxury is no longer defined by what you drive, but how you live—and no brand embodies this ethos more than Bentley Motors. For over a century, Bentley has redefined the pinnacle of automotive excellence, yet today, the brand is transcending its automotive roots to embrace something far more expansive: a lifestyle. Through their latest global campaign, "How Do You Bentley?", Bentley invites us to reimagine what luxury can be—not just in performance, but in our entire approach to life.
Developed by IPG-X, the campaign connects with a new generation of Bentley enthusiasts—those who seek not only the finest craftsmanship and engineering but a holistic luxury experience that permeates every aspect of their lives. This campaign is about more than cars; it’s about the mindset of “Gen B,” a generation united not by age, but by a shared desire to challenge the status quo and experience life through the lens of Bentley’s contemporary luxury.
A New Chapter in Bentley’s Legacy
Founded in 1919, Bentley's vision has always been to create the world’s most sought-after luxury vehicles, crafted with precision and care. But as the world evolves, so does Bentley. The brand's DNA remains rooted in excellence, yet it now ventures beyond the world of automotive luxury, carving its place in travel, music, interior design, and beyond.
Their latest campaign is more than just a marketing move—it’s a statement. "How Do You Bentley?" prompts us to explore how this iconic brand touches different facets of our lives. Whether it’s through the opulent Bentley Home furniture collection or their immersive Extraordinary Journeys travel experiences, Bentley is now not just a name, but a way of life.
The Film: A Journey Through Bentley’s World
At the heart of this campaign is a stunning film directed by celebrated storyteller Anders Hallberg, renowned for his ability to translate luxury into a visual narrative. The film takes us through a series of lenses, each representing a facet of Bentley’s world, from its legacy in automotive design to its newer endeavors in music and travel. Hallberg artfully transitions between these realms, showing how Bentley harmonizes performance with well-being, modernity with tradition, and innovation with timeless craftsmanship.
One moment, we’re cruising through picturesque landscapes in a Bentley Continental GT; the next, we’re inside the Bentley Record Room, enveloped by rich soundscapes that echo the brand’s commitment to innovation and artistry. Each scene in the film underscores Bentley’s unique ability to merge seemingly disparate worlds—performance and relaxation, power and serenity, modernity and heritage. It’s a visually compelling way to showcase how Bentley speaks to the evolving desires of today’s luxury consumer.
Gen B: A New Kind of Luxury Consumer
Central to this campaign is the idea of Gen B, a generation that defies traditional boundaries. Unlike other generational labels, Gen B is not defined by age, race, or gender, but by a shared mindset. This is a group of individuals who seek luxury experiences that push the boundaries of innovation while remaining deeply connected to craftsmanship and authenticity.
For Gen B, Bentley isn’t just a car brand; it’s a symbol of living life to the fullest. From their bespoke cars to their luxury home furnishings and exclusive travel offerings, Bentley reflects the desires of those who want to experience the world in unique, unforgettable ways.
Expanding the Horizons of Luxury
Bentley’s move into lifestyle spaces isn’t new, but this campaign underscores just how integrated the brand’s ambitions have become. Their Extraordinary Journeys offer curated travel experiences that are as luxurious as they are adventurous, taking travelers to some of the world’s most awe-inspiring destinations. In music, Bentley has launched the Bentley Record Room, a bespoke sound experience that merges cutting-edge audio technology with the same precision Bentley uses to design its vehicles.
Then there’s Bentley Home, a collection of furniture and home décor that encapsulates the brand’s ethos of blending craftsmanship with contemporary design. Each piece is created with the same attention to detail and artistry that defines Bentley’s cars, making it possible for consumers to bring the essence of Bentley’s luxury into their homes.
These offerings show that Bentley isn’t just evolving—it’s leading. In a world where consumers seek experiences over possessions, Bentley’s expansion into lifestyle not only meets but exceeds the expectations of the modern luxury consumer.
The Bentley Mindset: How Will You Bentley?
As the campaign asks, "How Do You Bentley?"—it’s a question not just about the car you drive, but the life you lead. Bentley represents more than just superior engineering or handcrafted luxury; it stands for a mindset that values innovation, craftsmanship, and an unwavering pursuit of the extraordinary.
For those who embrace the Bentley lifestyle, luxury is about more than status—it’s about pushing the boundaries of what’s possible, whether that’s in the design of your car, the experiences you seek, or the way you curate your personal space. It’s about the harmony of opposites: performance and well-being, tradition and modernity, luxury and sustainability.
So, how do you Bentley? Whether you’re driving a Bentley or immersing yourself in their travel, music, or home offerings, the brand challenges you to redefine what luxury means in your own life. Because at its core, Bentley is not just about creating the world’s most sought-after cars—it’s about crafting a world where luxury touches every corner of your experience.
The Future of Bentley
Looking ahead, Bentley continues to push the envelope. Their ambitions go beyond being an automotive leader—they aim to be the defining force in luxury lifestyle, shaping how we think about everything from travel to design. As they continue to innovate, the question remains: how will you Bentley?