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Automotive Strategy: Bentley Marketing

Brand: Bentley
Topic: Strategy & Marketing

Bentley is undergoing some important changes. Bentley’s marketing strategy has to complement its message with that of the parent company which is itself going through an important transitional period.

So, let’s see what is happening and how the company from Crewe has structured its marketing.

BENTLEY CORPORATE: MANAGEMENT CHANGE

It is just of a few days ago the confirmation of the news from October that claimed the British marque would have passed under the management of Audi. In the context of VW’s Together 2025+ Strategy aimed at developing a strong focus on electric mobility and the group’s competitiveness in the future automotive industry, it is crucial for the German manufacturer to exploit and further develop the synergy already established between its luxury brands. This is important also toward the second target of the business strategy which is efficiency, fixed and materials cost reduction. Audi and Porsche share a significant amount of components with both Lamborghini and Bentley.

Alles e *Source:Volkswagen

Another important topic of this discussion regards the Audi Artemis Project of which Bentley will now be a part of too.

Alex Hitzinger, ex-engineer for Toyota Motorsport, and later for Cosworth, Red Bull Technology, Porsche, Apple, and VW Commercial Vehicles division, will head the Artemis project with the objective of quickly develop market-leading technologies, for electric, self-driving, and automated cars. After the 2017 concept Aicon, currently, the first project, codename Landjet, will showcase Audi’s vision of the electric car of the future, with long-range and autonomous driving capabilities, 5g, and use of AR. It is born from Audi and Porsche’s Premium Platform Electric (PPE) that will be used for several other midsize, crossovers, and SUVs. Taking advantage of the current synergies and further development in electric mobility Artemis will also develop Bentley’s next model and first full-electric which according to Board Member Matthias Rabe will come in 2025 to complete a lineup that by 2026 will be entirely electric or hybrid.

BENTLEY’S MARKETING

First an overview. Bentley is positioning itself not just as a leader in luxury mobility, but in sustainable luxury mobility. This is an incredibly important topic nowadays as efforts for sustainability are taken in every sector. Thus, a solid strategy with clear deadlines in this sense is incredibly powerful and shows strong vision and innovation capabilities.

The most important tool, in this respect, is the Beyond 100 Strategy. Along with the product line development mentioned at the end of the previous paragraph, CEO Adrian Hallmark claims that by 2030 Bentley will become carbon neutral and its plant even carbon positive. Additionally, from that year on, it will exclusively produce electric cars abandoning completely the internal combustion engine.

1. SOCIAL MEDIA

Like other luxury automakers, Bentley is very popular and has a wide following on all the major social media, except (for now at least) for Tik Tok where, as of now, Lamborghini is the only company with an official account.

A noteworthy and rather successful campaign published in this period is the one dedicated to the Christmas holiday linked below:

The video along with bringing fun content gives Bentley the opportunity to showcase bits of their personalisation process and laboratories.

Secondly, since March 2019, Bentley adopted an almost unique practice(Porsche uses it the same). It publishes the vehicles’ Worldwide Harmonised Light Vehicle Test Procedure results (WLTP) for fuel mileage and CO2 emissions in the caption along with each post regarding one of the models in the line-up, as in the example below. This is important for accountability, which in the words of Bentley’s CEO is crucial for companies today, but it is also likely to produce a positive effect on the audience as the line-up gradually shifts toward hybrid and electric powertrains.

The overall mix of content can be divided into five categories: car launches, personalisation program, car capabilities showcasing, motorsport, ad campaign (more aimed at creating an emotional connection than focusing on specific product characteristics or features).

Lastly, like for any luxury automaker today, the largest exposure is given by third parties such as magazines or reviewers. A quick YouTube search gives back a number of videos counting several million views easily exceeding those of the official channel.

lkdn insta

2. EVENTS

A big part of the customer experience and Bentley’s marketing is the range of events tailored to existing and potential clients. They are effectively what turns vehicle ownership into a proper experience and vary from car launches, to drive experience, to motorsport events and even lifestyle events.

Venues and organisation reflect the brand identity and are always set in very refined locations hosting cocktail parties, music, and first-hand demonstrations.

As for driving experiences, clients are invited to test-drive the cars in special locations or on racetracks where they can experience the cars’ capabilities.

3. CUSTOMER JOURNEY AND CRM

Communications with enthusiasts and clients happen through various channels. One is the website newsroom which reports all the major updates regarding the company’s life and product line.

Additionally, in 2020 the pandemic sped up a process that was already in development with the increasing digitisation of the customer journey. Even before the actual purchase, the use of VR and AR are being integrated to showcase new models to prospects. This has been even more relevant during the lockdown as an alternative option.

*Screenshots from left to right: My Bentley App, The Bentley Network app

Two distinct Mobile apps are used to cater to clients’ needs. The ‘My Bentley’ app is reserved for owners to track positions and important information about their cars. It also improves the overall experience by providing remote services such as blocking the vehicle or heating the interior in advance. The ‘Bentley Network’ instead is more related to the company’s lifestyle where owners can get invitations to exclusive events and driving experiences, quickly get in touch with dealerships and most of all communicate with other owners effectively creating a closer community.

Finally, other apps are also offered for specific models’ remote controls and services whether they are Continental GT, Flying Spur, or Bentayga.

4. MOTORSPORT

Motorsport is the other pillar of Bentley’s marketing with its almost 100-year long history, and it is supported too in different ways. As mentioned in the article How Covid-19 Turbocharged the E-Sports Racing Industry, due to the pandemic E-Sports got increasing popularity.

E-SPORTS INDUSTRY REVENUES 2013-2019 ($MN)

E-SPORTS INDUSTRY AUDIENCE 2013-2019 (MN)

Bentley entered the SRO E-Sport GT Series in 2020 participating in different classes. As for real-life events, the company promotes its activities with the Driving Academy to promote racing talents, but also with the organisation of Customer Race Teamsand official competitions in numerous GT Series all over the world such as Intercontinental GT Challenge, GT World Challenge Europe, GT World Challenge Asia, British GT Championship, ADAC GT Masters and International GT Open.

CONCLUSIONS

Building on its strengths, Bentley develops its marketing strategy down to what seems the most minute detail to improve its image and the customer journey and experience. The enhancement of the motorsport activities and use of the latest technologies to offer better services even remotely are certainly the most prominent.

But with the climate change challenge, the automaker has also fully taken on the role of the market leader for a greener future more than many competitors. While this reflects the corporate direction of the parent company, some initiatives are unique within the luxury sector. The latest being the installation of a Hydrotreated vegetable oil fuelling facility in its HQ in Crewe for the production of ‘Green D+’ fuel. This is then used for the trucks moving components and other vehicles which add another relevant piece to the carbon neutrality puzzle.

Plans for Bentley’s next decade seem well laid-out and despite some major risk factors such as Brexit’s impact, the company looks on the right path and with a clear vision for its future.

Implications of VW selling Bugatti to Rimac

Brand: Bentley, Bugatti, Lamborghini, Rimac
Topic: Electric Vehicle Market, Strategy & Marketing

A couple of weeks back, the news spread about Volkswagen’s intention to sell its top luxury low-volume automaker, Bugatti. What is more surprising is that Croatian EV automaker and tech supplier Rimac has been quoted among the interested parties in the purchase. As many by now suggested though, considering Porsche’s interest in Rimac, the move seems definitely less unexpected.

bugatti rimac vw cover

So, is VW just getting rid of the automaker or accelerating its transition into electrification, or they have other reasons (financial difficulties after the crisis)? Is the same going to happen to Lamborghini and Bentley, the other luxury manufacturers under the VW umbrella?

SOME BACKGROUND ON BUGATTI

With regard to Volkswagen Group’s expansion in the luxury segment, its most important year is 1998. It is in 98 in fact, that with Ferdinand Piëch and his aggressive expansion strategy VW completed the acquisition of Bugatti, Rolls-Royce Bentley, and Lamborghini. You can check the article How VW turned Lamborghini into the success it is today? to know more about the latter.

Later, after a few concepts commissioned to Giugiaro at Italdesign, in 2005 the company finally began the delivery of its first production model, the Veyron 16.4. After that, the Chiron followed in 2016, and various limited editions, such as Grand Sport, Super Sport, and Pur Sport.

BUGATTI SALES FIGURES (2005-2019)

graph

In 2019, the company closed with an estimated €253.57 million revenue (Dun&Bradstreet) and a record sales of 82 vehicles. The sales graph shows mainly the lifecycle (so far) of their two main models, Veyron, and the successor Chiron. In the last two years also, the company attracted, even more, the attention of professionals and enthusiasts’ community with the release of the £4.5 million Divo, the £9 million Centodieci, and the £12 million one-off La Voiture Noire, respectively planned for 40, 10 and 1 units.

WHAT ABOUT VW’S DECISION?

Bugatti’s parent company and owner of numerous other major automotive brands, Volkswagen Group has recently gone under a radical management restructuring. Herbert Diess current group CEO, recently replaced as VW brand CEO by Ralf Brandstaetter, has been at the forefront of the efforts to cut costs, especially in these difficult times, to free resources and allow a fast transition to large-scale electrification. In the first half of 2020, VW Group with a 23% drop in sales, has so far reported a pre-tax loss of €1.4 billion.

According to some reports then, selling the luxury marque would be part of this cost-cutting strategy by the German automaker. But because Bugatti’s acquisition was strongly wanted by Ferdinand Piëch, it would not be possible for VW to just sell the marque.

ferdinand piech Ferdinand Piëch *Source: Wikipedia

Especially considering that over 50% of the group is controlled by the Holding Porsche SE, whose 50% is owned by the Porsche-Piëch family at 50%, who however retains 100% of the voting rights.

Herbert Diess *Source:Volkswagen Media©

At the same time, Rimac, the Croatian firm leading the luxury performance electric vehicle niche, has become a major player, thanks to its know-how, collecting numerous partnerships and investments. You can read more about it here Nico Rosberg enters the Rimac Family: Rimac Business Model.

So, in the described plan, Porsche that acquired a 15.5% stake in Rimac in two years, would increase it up to 49% while the EV manufacturer would buy the Bugatti brand which would effectively remain, at least partially under the VW Group. Naturally, this process would need the approval of other important stakeholders such as the Chinese Camel Group that owns a 14% stake.

SOME OBSERVATION

To answer the first question at the beginning of the article, this exchange would not only allow VW to save costs and focus its resources on mass-produced electric cars but would also grant Bugatti a faster transition toward electrification thanks to Rimac.

At the same time, the Croatian manufacturer, who despite the blazing success has so far produced a very low volume of cars, could benefit from Bugatti’s expertise. Considering the differences in values and characteristics between the two brands they would also not risk cannibalising their extremely limited sales.

As for the other companies, Lamborghini, Bentley, Ducati, even the design company Italdesign would all be under scrutiny. However, regarding luxury automotive brands Lamborghini and Bentley, there are three reasons that put these two brands in a stronger and more integrated position compared to Bugatti.

First, both Bentley and Lamborghini share important components of their SUVs, luxury, and sports cars with other VW Group brands. Bentayga and Urus share VW’s MLB Evo modular platform (Modularer Längsbaukasten, German for Modular Longitudinal Matrix) with Audi’s Q and A product lines, VW Touareg and Porsche Cayenne. As for the engines, Urus, Bentayga, Continental GT, and Flying Spur share the 4.0 Litres V8 engine with Porsche and Audi. Additionally, Lamborghini also shares with Audi the 5.2L V10that was mounted in a late version of the Gallardo and on the Huracàn. All these factors not only translate into a significant cost reduction but are even more significant when considering the highest profit margin on each of these cars and the current market trend. The two companies’ SUVs are in fact by far their best-selling models. In both cases, they account for around 50% of the total sales or more.

*Source:Bentley Media© &Lamborghini Media©

Secondly, both Lamborghini and Bentley look ahead of Bugatti in terms of electric technology integration and development. Both have shown concepts of full-electric cars, Terzo Millennio and EXP 100 GT respectively. They also all have already developed hybrid platforms, Lamborghini with the Siàn and Bentley with the Bentayga. Additionally, Bentley can boast already a well laid-out development plan to reduce emissions and develop a greener product lineup with the Beyond100 Strategy. Check Bentley H1 Results and Beyond100 Business Strategy to know more.

Third, both have been performing significantly well in the past few years in terms of sales numbers becoming leaders in their segments, with only Ferrari coming close. This holds true even in 2020. Especially compared with the rest of the industry. In the first half of 2020, Bentley even registered a 2.8% increase in deliveries, while Lamborghini’s -22.1% is still way smaller than that of its direct competitors.

All in all, if this transaction happens, even if many enthusiasts might feel sad at the idea of Bugatti turning electric (which will have to happen anyway eventually), who better than Rimac can bring it into this new automotive era? As for the other two luxury automotive brands, as of now, it seems highly unlikely to see VW deciding to sell them.

Bentley H1 Results and Beyond100 Business Strategy

Brand: Bentley
Topic: Strategy & Marketing

The Global Automotive industry has suffered a sharp decline in sales in the first half of 2020. With the sector already slowing down in 2019, the impact of the pandemic exacerbated its condition already in Q1 when China started the lockdown. By the end of H1 though, the situation has worsened even more. Among all the luxury carmakers, whose sales decreased significantly by June 2020, only Bentley registered positive delivery results. How did it happen?

GLOBAL AUTOMOTIVE INDUSTRY

2019 saw the automotive industry's global passenger car sales drop for the second consecutive year to 64 million units, from the 69 of 2018 and the peak 71 of 2017.

PASSENGER CAR SALES STATISTICS IN MILLION UNITS (2005-2019)

passeng cars number *Source: International Organization of Motor Vehicle Manufacturers

In the first quarter of 2020, the UNCTAD registered a trade decline in Automotive of 8% year-over-year. Just in April though, the trade went down by 49%. In Europe, in June there has been a further -22.3% in passenger car sales and for the entire first half of 2020, the registrations decreased by 38.1%.

PASSENGER CAR REGISTRATION H1 2019-2020

passeng cars *Source:European Automobile Manufacturers Association

In this respect, the Volkswagen group with -27% in H1 2020 has performed fairly well compared to the industry.

BENTLEY RESULTS AND STRATEGY

As mentioned at the beginning it is Bentley that stands out even more. The Crewe automaker delivered 4,918 units, a 2.8% increase over the 4,785 of 2019. Sales were slightly below at 4,569 compared to the prior year's 4,670. Revenues increased by 2.9% to €860 million while operating results were down €99 million due to amortisation, depreciation, and one-off restructuring expenses.

Q1 & Q2 BENTLEY SALES (2019-2020)

bent sales

Q1 & Q2 BENTLEY DELIVERIES (2019-2020)

bent deliveries

As visible in the graph, strong sales y-o-y in Q1 were the major contributor to this success. Deliveries were also higher in Q1 and in Q2 maintained a consistent level with 2019.

The dealerships closure and subsequent delivery slowdown in Western countries have been likely offset by the reopening of its China Retailer network on April 24th, which is consistent also with Bentley’s fairly high reliance on the Asian market. As can be observed in the Financials Section of the Website the APAC region sales accounted for 28.2% of Bentley’s global market in 2019, significantly more than all of its direct competitors.

The reopening, accompanied by strict safety measures and policies, was emphasized by the first deliveries of the new full-fledged luxury sedan Flying Spur. According to Bentley, the new electronically-activated ‘Flying B’ badge introduced with the Flying Spur, and accentuating the luxury feel and sense of occasion, proved to be the most successful option among Chinese customers. Moreover, the model’s extended wheelbase proves also suited to this market, as it happens to many other automakers that often extend that of regular models specifically for the Chinese market.

Flying B bentley

Bentley put great attention on customer service while reopening its network too. From extended working hours to safety measures within the dealers and, of course, flexible, online sales options.

Production at the Crewe headquarter resumed on May 11th and, naturally, sales have been slower compared to the previous year’s Q2, but thanks to the strong Q1 they remained in line with 2019. As observed previously in the Phase 2 Analysis during Q1, the luxury sector suffered a minor impact from the pandemic. Also, Bentley had just come out of its strongest year ever, thanks to availability in every continent of the renewed strong lineup including the new Continental GT, Continental GT Convertible, and Bentayga in Hybrid and Speed versions visible below.

The success at the beginning of the year that allowed the firm to overcome the initial phase of the virus outbreak has been likely due to a number of other factors. Bentley, in fact, enriched its services.

By observing three measures implemented by Bentley at the beginning of 2020, it is clear how instead of just enhancing their strengths, the company’s strategy is at the same time to expand as much as possible. And it is done in a smart way. Bentley is strengthening aspects of its business that aim at a diverse customer base, which is key to keep growing from the 2019 success and might as well have contributed to its outstanding success.

On the 8th of January, the new ‘Certified by Bentley’ has been announced. This program is set to improve Bentley’s pre-owned market. It is important for different reasons. First, it might in turn limit depreciation, which is something that affects many luxury manufacturers and limits the attractiveness of its used cars. Secondly, Bentley offers also exclusive access to events and a brand lifestyle that was likely reserved for those who bought new models before. By making its preowned market more appealing from both a value and an experience point of view the automaker ensures to expand its reach to clients who might not be able to afford a new model but now get the confidence of the Bentley directly supervising their purchase.

A day later, on January 9th, it was revealed the expansion of the Motorsport Programme, set to become the largest one ever in 2020. Very much part of the brand’s history, that went racing first at the 24 Hours of Le Mans in 1921, two years after its foundation. Nowadays, Bentley’s branding and marketing are more identified with extreme luxury (despite the lineup models being capable of outstanding performance). So, improving the motorsport image along with the E-sports programme mentioned here on ‘How Covid-19 Turbocharged the E-Sports racing industry’, can remind customers that look for real sportiness in a luxury car that Bentley is a real contender in the space.

Third, a month later for (what should have been) the Geneva Motor show, Bentley unveiled the Bacalar, visible here in ‘Unveilings 2020’ built with coachbuilder Mulliner. The exclusive 2-door produced in only 12 units, along with an improved personalisation program, started different initiatives set to boost the brand exclusivity with more unique bespoke options and limited-edition models.

I mentioned Bentley’s business strategy describing some important announcements made in Q1, but there is one masterplan above all that is taking shape: Beyond100.

BEYOND100

Bentley’s Director of Powertrain Engineering Stefan Fischer, during an interview, declared that under the new business strategy called Beyond100 the intention is becoming the undisputed leader of sustainable luxury mobility. And it is something in which the brand has put more effort than its competitors for a while, as analysed in my previous marketing analysis ‘Marketing Racing #2: Bentley bets on sustainability as it turns 100 years old’.Fischer claimed that by 2023 Bentley will have a hybrid option for each model in its lineup and will work on the delivery of the first full-electric for 2026.

As of now, the first model to go under the new plan is the updated 2021 Bentayga. The model received a V6 Hybrid powertrain already in 2019, and since its introduction in 2016 has reached the 20,000 units produced back in June.

AN OVERVIEW

So, Bentley maintains its luxury status with only Rolls-Royce as a real competitor in the top luxury segment. In the meantime though, thanks to its diverse strategy, it expands the powertrains options and brand reach.

Becomes greener distinguishing itself from the majority of the competitors in the segment, and boosts exclusivity with the renewed Mulliner programme and limited models such as the Bacalar. Simultaneously, it moves to attract a wider and more diverse customer base, through marketing campaigns and plans like the Motorsport and the ‘Certified by Bentley’ programmes.

All this creates an outstanding diversity and clear vision of the brand’s future that seems ahead of the industry and prefigures a continued success for the coming years.

Marketing Racing #2: Bentley bets on sustainability as it turns 100 years old

Brand: Bentley
Topic: Marketing Racing, Strategy & Marketing

Differently from the example of marketing strategy analysed in the previous article, this one might seem less ‘unexpected’. It is noteworthy nonetheless for the range of business aspects it involved and ultimately for its daring commitment, which was instrumental for the company to recover from one of the worst financial years in its history.

2019 was the 100th anniversary of the foundation of Bentley Motor Company. The firm from Crewe had its own share of hardships throughout one century of history. And since the arrival of the current owner VW, 2018 was its worst year, which ended up with an operating loss of €288 million, due to delayed product launch, production issues and lengthy process to certify engines for global emission standards. To come out from such a bad situation, along with other measures and while retaining all its core values of ultra-luxury and performance, Bentley focused its strategy on sustainability.

Numerous manufacturers are moving in this direction, not only because it is necessary for our environment and to comply with increasingly strict regulations, but because as of now even customers are increasingly aware of this necessity and willing to buy into the renewing automotive sector. When it comes to electric vehicles especially, younger generations of luxury car owners consider them the viable future for the industry and sometimes even the more desirable option. The graphs below show the opinions of luxury performance car owners when asked whether they thought EVs could be the future of the mass automotive market and of the luxury one. The younger age group clearly shows a higher reliance on this technology. The percentage of people believing in it decreases significantly for the luxury performance market, but it represents a consistent share nonetheless, and much higher than for the other two groups.

LUXURY CAR OWNERS OPINIONS ON EVS BEING THE
FUTURE OF THE AUTOMOTIVE MASS MARKET BY AGE GROUP (%)

graph ev

LUXURY CAR OWNERS OPINIONS ON EVS AS THE FUTURE OF THE LUXURY AUTOMOTIVE MARKET BY AGE GROUP (%)

graph supercars

At the top of the luxury market though, so far is Bentley has embraced the sustainability challenge with a stronger commitment to tackling the issue from different perspectives.

THE PILLARS OF BENTLEY’S MARKETING

The company from Crewe started this journey even earlier though. In 2017 specifically, at the Geneva International Motor Show, when it revealed the EXP 12 Speed 6E Concept. The electric luxury convertible first showed glimpses of the company’s sustainable future in materials sourcing and was instrumental for the development of its first hybrid car presented in 2018, the Bentayga Hybrid.

Fast forward to 2019, in its centenary the major element of the marketing campaign has been an even more extreme and surprising concept car. The EXP 100 GT, Bentley’s vision for its full-electric sustainable 2035 Grand Tourer. Its success as a statement for the company has been confirmed by the ripple effect created online among reviewers and once more, at the beginning of February, by the award received from GQ as Concept Car of the Year 2020. Upon receiving the award Bentley’s CEO Adrian Hallmark said: “…The car represents every aspect of Bentley’s future, and we’re already working on introducing the design DNA, sustainable materials, and upcoming technologies showcased in EXP 100 GT into the next generation of Bentleys” (Bentley, 2020).

Details about its construction have been highlighted to strengthen the concept car’s proposition: “the use of 5,000-year-old copper-infused riverwood, exterior paint made from recycled rice husks, 100 per cent organic leather-like interior textiles derived from wine-making; Cumbrian crystal interfaces; British farmed wool carpets and embroidered cotton interior finishes all combined to reconnect passenger and driver to the authentic, natural world around them” (Bentley, 2020).

The second pillar of Bentley’s strategy has been the start of the Bentayga Hybrid deliveries at the beginning of October. The SUV, that as for many other OEMs in these years, has outsold any other model in the product line was rightfully the first to get a hybrid powertrain. Even though not in 2019 as Bentayga is already advanced in its product cycle while the Continental GT received its update more recently, since its launch, half of Bentley’s sales were thanks to this single SUV model, while the other half was reached by four different ones.

BENTLEY BENTAYGA SALES FIGURES AGAINST CONTINENTAL GT, CONTINENTAL GT CONVERTIBLE, MULSANNE, AND FLYING SPUR SALES COMBINED. (2016-2018)

bar chart

This move makes sense not only for the numbers but also considering the end-user of such model. The SUV is generally aimed at families or people who are less interested in the driving experience but, in the case of the Bentayga, much more in the luxury feeling and might be more sensitive to environmental issues (not even considering gas mileage which is arguably not an issue for someone spending over £130,000 before options on an SUV). The Bentayga hybrid has been in fact the ‘most sought-after’ since its announcement at the Geneva auto show of 2018.

Bentley’s restructuring seems to have worked well as its sales in 2019 increased by 5% and exceeded the 11,000 units.

TO CONCLUDE

Bentley’s commitment to becoming the leader in sustainable practices and environmental protection within the luxury automotive sector seems to be paying off. While it was certainly not the only factor that helped the company come back from its financial distress at the end of 2018, it certainly helped to strengthen its image and show its clear vision.

This restructuring and marketing campaign are also especially beneficial in relation to Bentley’s competitors. Within the segment, only Porsche (still part of VW Group) jumped ahead of the curve with the full-electric Taycan, which is anyway aimed at a different target. The same is true for its SUVs Cayenne and Macan, which despite being in the premium segment do not reach the luxury refinement (and price) of Bentley’s. The only direct competitor, Rolls-Royce, is right now employing a different strategy, skipping the hybrid technology to move directly to full electric in the future. As of now though, it certainly looks behind or simply not as interested as Bentley is in sustainability.

However, in a time when climate change is arguably the most sensitive topic in any sector, and consumers’ awareness has never been higher, this multi-faceted strategy proves the company’s management efficiency and effectiveness in establishing its presence as one of the strongest competitors in the niche. The award-winning beautiful, elegant and sustainable EXP 100 GT tops it all and closes the circle with a sparking success.