July 24, 2014
Bentley GT3-R
British automaker Bentley Motors is participating in the 24-hour marathon race at Spa-Francorchamps.
The New Continental GT3 will be challenged to endure the lengthy race in Belgium, the headline race of the season. The event will draw attention to the new car and the racing season as well as drive awareness from consumers and enthusiasts who cannot attend the event.
“Bentley has a long racing history, it started racing its vehicles to prove their worthiness in the early 1900s with multiple successful wins,” said Lauren Fix, automotive expert and author of “Lauren Fix’s Guide to Loving Your Car,” Lancaster, NY.
“It is important for Bentley to continue its heritage in racing by entering and winning many races such as LeMan and Spa,” she said.
Ms. Fix is not affiliated with Bentley, but agreed to comment as an industry expert.
Bentley was unable to respond by press deadline.
All day affair
The Continental GT3 was released to honor the vehicle that raced to victory in the brand’s first year back in the sport.
Touted as the “most dynamic” member of the brand’s Continental family, the car was likely to sell out quickly. Serious brand loyalists have been anticipating Bentley’s return to racing, so this addition will show them that they are an integral part of brand achievements (See story).
The hype of the new car will drive attention to this race. The event is following successive wins for M-Sport Bentley.
Bentley GT3
The Spa-Francorchamps is the fourth, and most important, round of the series. Bentley is entering the race in a position for a potential top-ten finish, which is the team’s target.
Bentley's Continental GT3 has a new Balance of Performance which increases the weight and reduces the engine performance, but the automaker remains positive to a successful race.
A 24-hour race means that the race could be won by anyone. The race is the only one that extends that long, but it adds suspense to the schedule.
Bentley GT3 race car
The model has been tested for 12- and 24-hours and is ready for the event.
On Saturday, July 26 the event starts in the late afternoon. The entire weekend event will draw attention to the race and the brands participating.
Racing narrative
Racing events are important to automobile brands, but the question arises to the incorporation of racing seasons into a brand's image.
While most luxury automakers have rich traditions in the racing world, how thoroughly should this history be woven into a brand’s image?
Following appearances in racing events, social media pages are often saturated with tribute-recaps that can enthrall a core constituency, but may also fail to resonate with less zealous fans. However, reminding all fans of the intense competition and push toward innovation inherent in racing can create an aura of passion that captivates rather than deters consumers (see story).
The participation in a race brings attention to the brand, power and design that its vehicles can possess. Also, racing is an important part of the brand’s history, so celebrating and honoring races related to historical events of the automaker.
For instance, Rolls-Royce Motor Cars built social engagement with brand enthusiasts by giving them a play-by-play of its journey through a reenactment of 1913 Alpine Trial in Europe.
The British automaker was using a number of its digital and social platforms including its main Web site, Facebook page, Twitter account and a blog to chronicle the journey of its vehicles that are taking part in the trial. Rolls-Royce was likely to strengthen its relationship with fans by giving them an all-access look at its journey (see story).
The heritage of a automobile maker relates to consumers and racing fans. It brings the two aspects of the brand together and celebrates the accomplishments that racing has brought to the everyday vehicles of consumers.
“People that purchase Bentleys are fans of the car and its heritage,” Ms. Fix said. “This is the reason for their hand built cars and their continued success of these beautiful vehicles.”
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York
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