May, 2013 – This article from Luxury Daily discusses Bentley’s six limited-edition models, each dedicated to one of the wins at the 24 Hours of Le Mans race in France. (http://www.luxurydaily.com/bentley-showcases-history-with-microsite-for-limited-edition-vehicles/)
By Erin Shea
Bentley Motors is showcasing its racing history with six limited-edition models that are featured on a new microsite.
Each of the models is inspired by a driver from the British automaker’s six victories at the 24 Hours of Le Mans race in France. Bentley created a microsite dedicated to the limited-edition models that tells its history with the Le Mans race and offers detailed information on each vehicle.
“The special editions of these models and the story behind them will reinforce the fact that Bentley provides both performance and luxury in all of its models,†said Ron Kurtz, president of the American Affluence Research Center, Atlanta.
“In addition, the limited number and distinctive features of these special editions will add to the prestige of owning one,†he said.
“These special models give Bentley content for media publicity and communications in various forms to its past and potential customers.â€
Mr. Kurtz is not affiliated with Bentley, but agreed to comment as an industry expert.
Bentley did not respond before press deadline.
Winners’ circle
Bentley chose to launch the vehicles in 2013 because this year marks the 90th anniversary of the race and the 10th anniversary of Bentley’s victory in 2003.
The Bentley racing team was a part of the inaugural 24 Hours of Le Mans race in 1923 and was the only British entry that year. However, the automaker placed fourth that year.
Bentley won the endurance race in 1924, 1927, 1928, 1929, 1930 and 2003.
The automaker is creating six vehicles dedicated to each victory. The special-edition vehicles will be available in the Mulsanne model and the Continental model.
The vehicles, which are named after the winning drivers, are John Duff, Dudley Benjafield, Woolf Barnato, Tim Birkin, Glen Kidston and Guy Smith.
Each vehicle will have a Le Mans-edition numbered badge, a Le Mans-edition clock face, embroidered Le Mans badge on each headrest, tread plates with the edition name, Le Mans-edition wheels and specific interior veneers and exterior colors.
Only 48 of each vehicle edition will be created. They will be available exclusively in North America.
Bentley created a microsite to showcase the vehicles that plays a 65-second introductory video, which gives an overview of Bentley’s history with the Le Mans race.
The microsite can be accessed at http://lemansedition.bentleymotors.com.
In addition, the microsite shows the details of each vehicle, a timeline of Bentley’s wins at Le Mans and the complete story of the history of Bentley at Le Mans.
A good year
Other automakers have promoted special-edition vehicles in 2013 to celebrate milestones.
For instance, British automaker Rolls-Royce Motor Cars is marketing a special collection of vehicles to celebrate 10 years since it started production at its headquarters in Goodwood, England.
The model line is titled “Home of Rolls-Royce Collection†and was designed by the automaker’s Bespoke team. Rolls-Royce is celebrating this anniversary throughout the year and plans to host exclusive events during 2013.
Also, German automaker Porsche honored its 5 million Facebook fans by letting them collaborate to design a 911 Carrera 4S vehicle.
Porsche announced that it hit the 5 million fan milestone Jan. 31 by updating its cover image to say “Thank you for 5 million likes.â€
To celebrate, Porsche launched an interactive campaign on a Facebook application where fans were able to vote on the characteristics of a 911 Carrera 4S which it seems that Porsche will produce.
Bentley is likely creating a highly coveted product by only releasing a very limited number of the Le Mans vehicles.
“By releasing only a limited number of these vehicles, Bentley is creating an additional element of exclusivity that adds to the prestige of owning one,†Mr. Kurtz said.