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Will marketing to a wider audience dilute Bentley?

March 8, 2012

 

By Rachel Lamb

Even though Volkswagen's Bentley may be trying to target a wider audience with the introduction of the EXP 9 F concept car, a Bentley-appropriate price tag along with brand cache may allow the prestigious automaker to avoid brand dilution and keep its luxury status.

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  1. Luxury Unfiltered: Why the best luxury experiences look exactly like the worst ones (on paper)
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Dior builds five-story statement flagship in Beijing
Louis Vuitton shares names of final Watch Prize contestants, jury members
Chef Yotam Ottolenghi to debut first Netherlands restaurant at Mandarin Oriental Amsterdam