Bentley SWOT Analysis, USP & Competitors

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SWOT Analysis of Bentley with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Luxury Sports Sedan



Tagline/ Slogan

The Ultimate Driving Machine


Its heritage & luxury status along with the sportiness



Premium luxury cars

Target Group

Upper class and affluent rich urban


Premium & Sporty luxury car

SWOT Analysis


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


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

2. Limited production means misses out on probable clients


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


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



1. Mercedes Benz

2. BMW

3. Rolls Royce Motors

The table above concludes the Bentley SWOT analysis along with its marketing and brand parameters.


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