Bentley SWOT Analysis, USP & Competitors

Bentley

Parent Company

Volkswagen

Category

Luxury Sports Sedan

Sector

Automobiles

Tagline/ Slogan

The Ultimate Driving Machine

USP

Its heritage & luxury status along with the sportiness

Bentley STP

Segment

Premium luxury cars

Target Group

Upper class and affluent rich urban

Positioning

Premium & Sporty luxury car

Bentley SWOT Analysis

Strengths

1. Their models have sporty-ness & luxury together which is not seen in any other products
2. Support of the German Engineering through the parent company

3. Strong brand equity and market position

4. Being expensive and limited availability, it adds to the brand uniqueness and brand value as it is percieved as a status symbol

5. Strong backing of automobile giant Volkswagen

6. Possession of Bentleys by exclusive clientle like the royal family, international celebrities etc add brand value

Weaknesses

1. Bentley has limited presence in emerging economies which has a growing number of rich

2. Limited production means misses out on probable clients

Opportunities

1. Bentley may look to carry the heritage & design to more environmentally friendly cars with hybrid or electric transmission

2. Have a strategy to target the affluent class from emerging economies

3. Sponsorships of premium events to increase brand visibility

Threats

1. People preference for environmentally friendly vehicles increasing, as Bentley motorcars are famous for their large displacement engines

2. Increasing fuel prices and strict govt regulations

3. More awareness and penetration of competing premium brands

Bentley Competition

Competitors

1. Mercedes Benz

2. BMW

3. Rolls Royce Motors