June 25, 2012
British automaker Bentley Motors is pushing the 2013 Continental GT Speed, what it calls its fastest model to date, at the 2012 Goodwood Festival of Speed in Britain with an extra social media push on the side.
Along with Porsche and other non-luxury automakers, Bentley will be displaying models at the Goodwood Festival of Speed in Britain June 29-July 1 in its largest brand presence at the event. Showcasing vehicle speed will help the brand appeal to the festival attendees who are in the frame of mind to explore fast cars, as well as younger affluent consumers.
“We have seen a trend in luxury car advertising in recent studies in which luxury car manufacturers are choosing to showcase the innovation and performance aspects of their vehicles,” said Brian Maraone, vice president of Phoenix Automotive, Rochester, MI.
“It is important for luxury automakers to showcase performance characteristics because that is increasingly what the market wants and expects."
Bentley was not available for comment before press deadline.
The annual Goodwood Festival of Speed is a hill-climb event and motoring garden party held on the grounds of Goodwood House, West Sussex, England.
Speed date
The Continental GT Speed coupe will make its international debut at the Goodwood Festival of Speed.
The GT Speed will appeal to driving enthusiasts who place a high value on outright performance, handling, design and luxury, per Bentley.
Consumers can order the GT Speed vehicle for delivery in October.
GT Speed
The model is powered by a 6-liter, 48-valve, four-cam, twin-turbocharged W12 engine.
The GT Speed is the fastest production model ever made by Bentley and can reach 205 miles per hour. It has an acceleration of 0-6o miles per hour in four seconds, claims Bentley.
The model has a close-ratio, ZF eight-speed automatic transmission and a new gearbox.
Bentley Boys and motor racers Juha Kankunnen, Guy Smith and Derek Bell will drive a pre-production GT Speed up the Goodwood Hill twice per day. The drivers will visit with race attendees during the festival.
2011 Goodwood Festival of Speed
Bentley will also show the EXP 9 F SUV concept car for the first time in Britain, which was made with the desire to build the fastest SUV in the world, per the automaker.
Bentley’s Mulsanne Mulliner Driving Specification, new Continental GT V8, 41/2-litre Team Car and the Speed 8 that won the 2003 Le Mans 24 Hours will also be on display. The Team Car will be driven at Goodwood by Bentley chairman and chief executive Wolfgang Dürheimer.
As expected, Bentley is also taking to its social media channels to tell is fans about the new GT Speed. The automaker will likely post updates from Goodwood as well.
The @BentleyMotors Twitter handle is discussing the model with hashtage #GTSpeed.
Bentley announced the model via Facebook June 20 and referred its fans to the news section of its Web site.
Dare to compare
Luxury automakers have the chance to size up the competition at automotive displays and catch consumers in the right frame of mind to enjoy and learn about new models.
Bentley will likely grab eyes with its large festival display and could draw attention from its ultra-luxury competitors, many of which are sponsors of the festival.
For instance, Porsche is taking a more social approach to its display by sharing exclusive videos, interviews and images from the festival via its news site at http://origin.porsche.com and its @Porsche Twitter handle with hashtag #PorscheGoodwood.
Additional Goodwood efforts by luxury automakers were not announced as of press deadline.
Automotive displays such as international auto shows and the Concours d'Elegance are events that draw numerous brands, so automakers might release new models or offer exclusive experiences to gain attention from consumers.
For example, Jaguar, Land Rover, Range Rover, Rolls-Royce, Bentley and Aston Martin tapped the growing luxury market in China by releasing new vehicles at the Auto China 2012 car show and relying on press hype and social media to create awareness (see story).
Bentley will have its largest presence to date at the Goodwood Festival of Speed, which could help it launch the GT Speed effectively as well as tap consumers that will be impressed by speed.
“Bentley realizes that to compete in the luxury car segment, performance is key,” Mr. Maraone said. “Performance has become an increasingly sought-after characteristic within the luxury car market.”
The GT Speed may also help Bentley appeal to a younger, aspirational demographic.
“Our research results indicate that marketing and communication efforts that incorporate a vehicle's performance characteristics and capabilities tend to appeal more so to a younger demographic,” Mr. Maraone said. “Bentley is certainly targeting younger, affluent consumers with the GT Speed.”
Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York
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