Bentley Motors is the world’s most coveted luxury car brand. Crewe is the operational headquarters for the design, research and development, engineering and production departments of the company’s three model ranges: Continental, Flying Spur, Bentayga and Bentayga EWB. The combination of traditional craftsmanship handed down from generation to generation on the one hand, and engineering expertise and cutting-edge technology on the other, is a unique characteristic of UK luxury car brands. It is also a clear example of the high value of British manufacturing.
Lugano is the city of the Bentley brand’s fifth official dealer in Switzerland along with Zurich, Zug, Basel and Geneva. The showroom, located in Grancia, is managed by Roland Oberlehner, flanked by Sales & Marketing Manager Roberta Bresci, who has been offering the British car manufacturer’s models to its customers for twenty years. “A genuine passion that goes beyond my role in selling an increasingly desired car. Lugano and the Italian-speaking part of Switzerland offer new opportunities for the group headed by Porsche Holding because of our worldwide presence with 529 locations in 29 countries”.
Roberta Bresci chose Air-Dynamic’s Secret Hangar 2023 as the first event to give further visibility to the newly opened Lugano office, which opened last June. “The initiative is part of an established partnership with the aviation company led by Raffaella Meledandri, with whom I have been collaborating for years. Private flights unite us in new ideas that aim to offer an exclusive all-round service in the luxury segment”.
The feminine touch in the world of motors
Cars represent a turning point in the career of Roberta Bresci, who came to the world of motoring after a long period in the IT field. “I was one of the first women in Italy to obtain a sales consultant diploma for Audi, in 2002, then the following year I moved to Bentley. A brand that today relies more and more on talented and brilliant female employees around the world”.
Sales is the basic area of every company and has to be interpreted with great sensitivity, especially in a market of such high standing as the luxury car market. “This aspect favoured my inclusion in a segment where men predominantly focus on the technical aspects of a sports car. For my part, I immediately tried to bring a feminine touch to my role, paying particular attention to aesthetics, accessories and luxury. The customer’s choice increasingly favours these added values in a wide and varied range of cars offered by each manufacturer”.
Professionalism, sincerity and flexibility
Beyond the sporty look, the elegant finish and the driving performance, the customer also appreciates the transparency and assistance during the car purchase phase. “I consider myself a sincere woman and the sale has to be sincere. I have often ‘twisted’ customers’ tastes and needs, recommending a colour or accessory that I think suits their personality. When I receive a visit to our showroom, I often use my experience to guess at the first approach what the ideal choice might be, because the customer is looking for a reference person who is convinced of their proposals and who makes them feel ‘pampered’. Then the flexibility of the service turns out to be a fundamental component of after-sales”.
Bentley delivered 15,174 cars in 2022, selling more than 15,000 vehicles in a single year for the first time, a genuine record for a luxury car brand, driven by the Continental GT, which accounts for almost 50% of total sales in Europe. Bentley employs around 4,000 people at its headquarters in Crewe, 200 kilometers from London.
Continental GT wins ‘Auto Motor und Sport’ magazine award
The Bentley Continental GT has won the coveted ‘Best Cars’ award in the poll organised by Germany’s prestigious ‘Auto Motor und Sport’ magazine. More than 101,000 readers voted, choosing their favourite car from 422 cars in 12 categories. For the second year in a row, the Continental GT was awarded as the leader in the category of imported luxury cars.
Powerful and refined, Bentley’s Grand Tourer created the modern, luxury Grand Tourer segment when it was launched in 2003, offering features that combined high performance with cutting-edge technology, elegance and craftsmanship. A refined, hand-crafted cockpit that seamlessly integrates natural materials with advanced driver-focused technical features, plus a choice of powerful and refined V8 and W12 powertrains, make the latest Continental GT the most dynamic road car Bentley has ever built.
A return to its original sporting vocation
With six victories between 1924 and 2003, Bentley ranks fifth overall in the roll of honour of the mythical Le Mans 24 Hours, preceded only by Porsche (19), Audi (13), Ferrari (10) and Jaguar (7). With the return to its original sporting vocation after an absence of 72 years, the prestigious British marque marked an important stage in its relaunch, with the group’s commercial strategies creating a more distinct identity for its new range of cars. Following the triumph of Rinaldo Capello, Tom Kristensen and Team Bentley’s Guy Smith at Le Mans in 2003, the new Continental GT (renamed Continental GT3-R) expanded the racing scene with a presence in the FIA GT3 championship. Using carbon fibre, the car was lightened by a tonne compared to the production model and its 4.0 V8 engine was reworked to develop 600 hp. Worldwide racing activity continued with participation in the Blancpain Sprint Series, with victory in the Silver Cup in 2015.
State Limousine for the Golden Jubilee of Queen Elizabeth II
Bentley is a brand with a long history that began in 1919 in Cricklewood, near London. Its reputation for prestige, for years alongside that of Rolls-Royce, was appreciated by Queen Elizabeth II, who received a Bentley State Limousine, designed especially for her, on the occasion of her Golden Jubilee, when the 50th anniversary of her reign was commemorated in 2002. Today, Bentley remains a top choice of the British royal family for their official and personal transport thanks to its elegant design and luxurious performance.
