Bentley Motors - Volkswagen AG
advertisement
19 November 2004 Bentley Motors Bentley Motors ANALYST / INVESTOR VISIT 9 November 2004 Dr. Paefgen & Mr. Hallmark November 2004 -1- Investor Relations Presentation, Nov 04 -2- Investor Relations Presentation, Nov 04 Bentley Motors Agenda BRAND – History – Brand Positioning MARKET – Sector – Segmentation – Potential PRODUCT – Centre of Gravity – Product Character CUSTOMER – Customer Profiles – CGT Depositor Information SUMMARY November 2004 1 19 November 2004 Bentley Motors BRAND Rolls-Royce & Bentley Motor Cars, 1931 - 2004 Bentley Motors acquired by RollsRoyce in 1931 1930s Silent Sports Cars 1952 R-Type Continental – 4-seat coupé – 120 mph top speed 1982 Mulsanne Turbo – Beginning of the renaissance 1998 Acquisition by Volkswagen Group 2003 Launch of Continental GT 2004 Launch of 2005 model year Arnage -3- November 2004 Investor Relations Presentation, Nov 04 Bentley Motors The Bentley Brand Proposition RACING DRIVING BRAND POWER DESIGN CRAFT Relaxing Refinement Exhilarating Performance The Definitive British Grand Tourer November 2004 -4- Investor Relations Presentation, Nov 04 2 19 November 2004 Bentley Motors Rational Qualities BRAND •6 litre twin turbo W12 engine •551bhp / 560ps power @ 6100 rpm •Maximum speed 198 mph / 318 km/h •0 to 60 mph in 4.7 seconds •All wheel drive •6 speed automatic transmission •Self-levelling air suspension (4 settings) •Luggage capacity 370 litres November 2004 -5- Investor Relations Presentation, Nov 04 Bentley Motors Emotional Appeal PRODUCT •Designed, engineered, built at Crewe, the home of Bentley since 1946 •Built by 1250 people – and 4 robots •4 m2 of book-matched veneers per car – Continental GT •18 hours to craft a woodset for one Continental GT •3 hours to hand-stitch a steering wheel •10 hides per car •165 hours in total to build one Continental GT “Bentleyness” November 2004 -6- Investor Relations Presentation, Nov 04 3 19 November 2004 Bentley Motors Brand strength – the five true “luxury car” brands BRAND Saloon Character RollsRoyce Bentley Mercedes BMW Jaguar Aston Maserati Ferrari Lamborghini Sports Car Character Porsche Audi …so luxury must remain the anchor… -7- November 2004 Investor Relations Presentation, Nov 04 Bentley Motors MARKET Market Segmentation (forecast 2008 volumes) 3,000 Pinnacle Bentley Arnage, Rolls-Royce, Maybach Bentley Azure, Ferrari, Lamborghini, Aston Martin, McMerc, Porsche £150k+ Glass Ceiling 15,000 110,000 80,000 November 2004 Exclusive £100k+ Bentley Continental, Ferrari, Porsche, Aston, AMG Premium Mercedes, Porsche, Audi, BMW, Jaguar, Maserati, Aston Feeder Mercedes, BMW, Jaguar, Audi, Lexus, Porsche, VW -8- £60k+ £45k+ Investor Relations Presentation, Nov 04 4 19 November 2004 Bentley Motors MARKET The “Pinnacle” Market ARISTOCRATIC EXOTIC 2003 2008 2003 2008 1,254 1,500 1,799 1,470 VEYRON ENZO Azure 612 SCAGLIETTI SLR MURCIELAGO Arnage MAYBACH PHANTOM “100EX” VANQUISH CARRERA GT -9- November 2004 Bentley Target Audience Investor Relations Presentation, Nov 04 MARKET 57/62 Phantom £150K+ 2003 Enzo Vanquish 3,000 Arnage M’lago 456/575 Azure $/€200K+ 3,400 Continental GT £100K - £150K 360 DB7 $/€150 - 200K 96,000 A8 W12 £60K - £100K XJR S-Class E55 760 911 Turbo CL-Class Carrera SL-Class XKR 4200 Z8 $/€90 - 150K 5 19 November 2004 Bentley Motors Four-door Target Market (2008 Forecasts) £130.000 Be ntle y Co ntine ntal Salo o n £120.000 MB S65 £110.000 £100.000 MB S600 £90.000 MB S55 £80.000 BMW 760 BMW M5 Audi A8 W12 Jag uar Supe r V8 £70.000 £60.000 MB S500 Audi S8 Mas e rati Quattro po rte MB E55 Audi RS6 Jag uar XJR £50.000 Luxury Performance Focus - 11 - November 2004 Investor Relations Presentation, Nov 04 Bentley Motors MARKET Two-door Target Market (2008 Forecasts) £140.000 MB CL65 MB SL65 Be ntle y Co ntine ntal GT £120.000 Fe rrari F360 AM DB9 £100.000 MB CL55 MB SL55 Po rs che Turbo BMW M6 £80.000 £60.000 Lam bo rg hini Gallardo MB CL600 MB SL600 AM DB5 Mas e rati 4200 MB CL500 MB SL500 Po rs che 911 Jag uar XKR £40.000 Luxury November 2004 Focus - 12 - Performance Investor Relations Presentation, Nov 04 6 19 November 2004 Bentley Motors Protecting Brand “Centre of Gravity” SLR £200,000 Carrera GT MARKET Enzo Arnage F 360 CGT FERRARI BEN TLEY £150,000 £100,000 911 C2 £50,000 E 240 325i SE £0 Boxster 1-Series A-Class BMW MERCED ES PO RSCHE - 13 - November 2004 Investor Relations Presentation, Nov 04 Bentley Motors CUSTOMER Global Top 10 Business Sector INVEST/FIN/BANK/INS 20% MEDIC/DENTAL MEDIA/ENTS 5% 4% ENGINEER. 5% IT/COMMS 7% WHOLESALE/RETAIL 8% CONSTRUCTION 15% REAL ESTATE 15% November 2004 MANUFACT. 11% - 14 - AUTOMOTIVE 10% Investor Relations Presentation, Nov 04 7 19 November 2004 Bentley Motors UK 19 +2 UNITED STATES 41 CONT. EUR. 29 + 4 GER. 9 + 6 CHINA 4 +1 JAP 5 M. EAST 9 INDIA 1 + 1 R.O.A. 11 AFRICA 2 + 2 AUS. & NZ 5 + 1 Dealers Network - Total =137 + 17 (154) - 15 - November 2004 Investor Relations Presentation, Nov 04 Bentley Motors Summary – Last 4 Years • Brand values analysed, tested with new audience, and energised through product and communications. • Segmentation of market and carefully positioned proposition. • Proportional investment considering risk and opportunity in Luxury sector. • Investment in Crewe as heart of brand for future – design, engineering, manufacturing and competence. • Next 4 years – realise potential of Bentley and Crewe. November 2004 - 16 - Investor Relations Presentation, Nov 04 8
