Page 12 - Rolls Royce, Bentley Mihi Exculta Magazine (Made for Me) - Issue 9, designed and produced by Connell Marketing Associates, UK
P. 12
MARKETS The Power To Please
abgegriffen. Immerhin stiegen die Putting The Two-Door In Its Place
Verkäufe der Jaguar-Modelle XK8 und
XKR gemeinsam um 10% während der Since its launch in1992, no other marque in the supercar be specifically tailored to meet the
Einführungsphase des 911. category has so consistently proved its power to attract individual needs of particular
sales as the Bentley two-door range. Securing an average regions. From the eight driving
Großbritannien: Die Zulassungen of 320 sales a year over the last seven years, it stands events across Europe, through
der großen Viertürer werden von den alone. Pebble Beach in California and the
neuen Mercedes S 430 und 500 domi- Goodwood Festival of Speed in the
niert; Im sportlichen Viertürersegment Keeping the range fresh has been a vital factor in its UK, to Le Mans in France, Crewe
stiegen die Zulassungen ebenfalls success. Led by the Continental R, the Azure was launched demonstrators will be doing what
stark an: 41% gegenüber dem Vorjahr. in 1995 followed by the Continental T in 1996 and the they do best – thrilling their drivers.
Der neue Porsche 911 sorgte ebenfalls Continental SC joined the family in 1998. Together they
für ein Plus von 29% im Sportwagen- represent a range of products with unparalleled appeal to In addition, Academy sales
bereich, während steigende Zulassun- Bentley aficionados around the world. training now includes a two-door
focus which serves to highlight the
gen beim Jaguar XKR sinkende Ver- But just what is it exactly that makes the Bentley two- psychological identity of a two-door
käufe beim XK8 zu kompensieren door so special? Research carried out in late 1998 addressed prospect.
scheinen. 120 two-door customers and prospects in the USA,
Germany, Japan and the UK. The research was clear, put the
Japan: Hier ist der viertürige motor cars in the hands of the right
Sportlermarkt noch nicht sehr entwik- The results are unambiguous: those who have prospects and the sheer
kelt. Sowohl Audi S8 als auch BMW experienced a Bentley two-door motor car declare its style, exhilaration of the ride
M5 sind hier noch nicht vertreten. Im- its thrilling performance and the exclusivity of the marque will do the rest; they will
merhin sind die Verkäufe beim Jaguar as the most powerful motivators. Typically, owners describe become customers. ❖
XJR um 17% gestiegen, während der it as exciting a motor car as you could ever drive but
japanische Fahrzeugmarkt insgesamt practical for everyday use too. However, for those who do
um 6,3% nachgab. Vermutlich not have first-hand driving knowledge of the motor car
aufgrund der wirtschaftlichen Ge- known to its adherents as the beautiful beast, there is a
samtlage war Japan das einzige Land, serious lack of awareness of its more complex qualities. In
in dem sich der neue Porsche 911 nicht particular, prospects new behind the wheel are genuinely
durchsetzen konnte. Tatsächlich konn- amazed at the extreme performance of the entire two-door
te kein einziges Modell in der Bentley range.
zweitürigen Luxusklasse Zuwächse
verzeichnen. ❖ Lack of awareness is limiting sales opportunities.
These findings have prompted an unprecedented
12 MIHI EXCULTA - August 1999 focus on communicating the excitement of the two-
door range to new audiences. The sheer emotional
impact – its sound and its feel - of a motor car
which produces a level of thrust that is unmatched
by any other road-going, production motor car
has to be made to come alive to new audiences
who might otherwise define it solely by its
uniquely handmade tag.
All major marketing
initiatives over the
coming months will
have a strong two-
door context and will
