Page 16 - Rolls Royce, Bentley Mihi Exculta Magazine (Made for Me) - Issue 5, designed and produced by Connell Marketing Associates, UK

ACADEMY ACADEMY
16 MIHI EXCULTA - April 1998 STAGES
THE GREAT
LEAP
FORWARD

New Era Unveiled Before the Franchise

Rolls-Royce and Bentley Motor Cars has
just completed the biggest retailer
education programme in its history.

Over four weeks of concentrated activity more than 500 delegates from
distributors and dealers all over the world attended in-depth sessions which
explained the basis of the company’s future strategies.

Technicians, sales managers, general managers and dealer principals alike
examined the role of retailers in premium brands, explored and developed
customer research and unwrapped the history of the marques, right up to the
newest product specifications. Interactive role-playing with professional actors

brought the information to life and The new models, the image
helped delegates master the very created by the new marque identities,
personal business of translating it into the new retail environment, the new
customer excitement. Crewe - together these presented an
unrivalled opportunity for dealers to
The star attraction was, of course, re-launch their own businesses and
the revelation of only the ninth totally derive the maximum benefit from the
new Rolls-Royce this century and the new model development programmes
first ever to be launched at Crewe: an and launch plans.
historic moment in time. Along with
the stunning new assembly facilities, The reputation of a premium
new customer reception areas, the brand business depends almost
lineage exhibition, the retail environ- entirely on the way its people deal
ment and the Academy itself, the whole with customers. Future Academy
experience provided the most powerful programmes are geared to develop
demonstration of just how great is the those skills across the retail net-
renaissance of the Rolls-Royce and work.
Bentley business.
An audit of best-practice ideas,
The new Crewe had shown itself currently being garnered from dealers
to be, in the most graphic way, one of representing every sales region in the
the most powerful tools in the retail- world, is already proving its worth in
er’s armoury of customer attractions. delivering real field experience into the
classroom. Future sessions will explore
The key messages delegates carr- the opportunities created by the unique
ied away with them were quite clear. retail environment concept, how to
The company’s strategy for the future make the most of the commissioning
was designed to translate into real process and the value of mapping the
business opportunities for Rolls-Royce total life-cycle potential of a customer.
and Bentley franchise holders.
The Rolls-Royce and Bentley
family has never been better prepared
to take a great leap forward. ❖