Analyzing Innovation at Bentley: Industry Trends and Performance

This report provides an executive summary of Bentley Motors' innovation management, focusing on its history, current performance, and future trends within the luxury car industry. It begins with a historical overview of Bentley's evolution, highlighting key innovations such as the use of aluminum pistons and the development of the Grand Tourer. The report examines Bentley's existing innovation capabilities, including its craftsmanship, design, and use of sustainable materials. It analyzes industry trends in 2020 and beyond, such as the growing demand for advanced technology, electric vehicles, and online shopping. The report also discusses the importance of innovation for business success, including different types of innovation, data sources, methodologies like Six Sigma and Design Thinking, and the role of leadership and cross-functional cooperation. The analysis covers the positive and negative impacts of organizational knowledge and knowledge transfer in driving innovation. Finally, the report emphasizes the importance of continuous improvement and the company's efforts to attract customers through luxury, power, and innovative product offerings.

MANAGING INNOVATION
IN BUSINESS

EXECUTIVE SUMMARY
In the report it has been covered about the British manufacturing business and seller of
the luxury cars and SUV's , Bentley. They have a range of prominent models extend from the
historic sports-racing Bentley to a circulating theoretical account line of flying spur, continental
GT etc. while working in office in their early age W.O. Bentley discovered a paperweight made
of aluminium and thought that it would be a better piston than steel and iron. At the time of first
world war he used his aluminium pistons to create an engine for fighter aircraft that was more
powerful and reliable. In 1919, he started his own car company with the objective of making fast
car, a good car with the best in its class. In 1921, they launched their first 3 litre car named as
Grand tourer. After the success of this model they came up with effortless power cars which has
six-cylinder 6.5 litre, 8 litres. After the acquisition by Rolls-Royce they manufactured their first
car named as Derby Bentley. They also came up with R-type continental car after second world
war. Their current model of Bentley offer speed, delicacy, beauty and rarity to the customers.
They also brought an innovation revealing EXP 10 speed six and Bentley EXP 12 speed 6e
concept cars which was characterized by an electric power train and groundbreaking design.
Bentley explored a new model which is Bentley EXP100 GT which has 5.8 metre body and a
dramatic new face, while two-metre wide doors open upwards to create a real sense of arrival.
Their current model also includes current model line includes Flying spur which unique fusion
of Exciting execution, modern creating by mental acts and spontaneous engineering. To evolve
property pattern for every part of the concept car's manufacture, they have gone from reclaimed
river wood to lighter batteries, their efforts points the way to a up coming that cut down our
impact on the natural world. The luxury car industry in 2020 and in the coming years, there has
been a growing demand for the model with advanced style, power and telematics and self-drivng
models. Fully electric cars which are sustainable and environmental -friendly have also grown
popularity and government is also making various rules and policies regarding the emergence of
stringent emission norms, fuel efficiency norms which can impact automotive industry as they
have to manufacture models which would cut emission and is environmental friendly. Customers

are also shifting towards new ways to buy like online shopping and drop shopping or Facebook
marketplace.
Innovation can be refer to as an idea that is generated from among employees to increase the
profit of company. Making new and creative product will help organisation in achieving goals
and objectives of the company. It is a strategy that is used by firms to attract consumers and
generate more profit. As in today's world competition is increasing day by day so to compete
against competitors and maintain its position in the market it is important for companies to make
new products. Firms make changes in existing products and manufacture different products.
Marketing strategy should also be used for promotion of goods and it should be innovative so
that more customers can be attracted. Innovation can be defined as creation, development or
implementing new product. It is a process in which the aim of company is to improve the
efficiency and effectiveness of competitive advantage. Managers take necessary steps for making
changes in the plans or strategies for developing product. There are four types of innovation that
is, incremental, disruptive, architectural and radical.
Innovation is coming up with new ideas and technologies that are use bys other industries or
increase productivity. It also helps in generating greater outcomes with the same or existing
product.
In the report evaluation approach to range of business data, sources of data such as, primary or
secondary source that is used to gather the information or for getting new ideas to develop
product according to need and requirement of customers. Appropriate methodologies that can be
used by companies to increase their productivity and sales of the company. This ultimately lead
to generate more profit. Some innovation methodology are six sigma, design thinking and global
innovation management methodology. All these techniques help in identifying different areas
that can be use for innovation in product. It also helps in determining environment as there are
many factors that affect business. Micro and macro environment are two types that can be used
by company in developing new product. When making plans or strategies members keep in mind
various factors that should be keep in mind.
In the report analysis is done on how organisations and their leaders make successful plan for
innovation of product. Leaders help in guiding their team members and making plans for the
success of company and focus on achieving goals and targets of the company. Further, negative

and positive impact of organisational knowledge, knowledge transfer and cross functional co-
operation in order to analyse innovation capability.
Managers and all the employees are engaged in searching new ideas and give suggestions for
making new products to increase productivity of company. Some key activities are also required
for successful development of plan.
Manager of Bentley car is continuously making improvements in product and making new
products so that more customers are attracted. It provides luxury, power, space and speed in
every car and its products are known by its name. There are many changes that are made by the
company to attract more customers and the prices of the product are high but quality products are
produced.
Table of Contents
MANAGING INNOVATION IN BUSINESS................................................................................1
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
Bentley and its innovation history...............................................................................................4
Bentley existing innovation performance and capabilities..........................................................5
Industry trends in 2020................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
To manage innovative ideas which are being produced is innovation management. It is
the preparation and activity behind coming up with thought, change of course them into action
program and processing them for business until they become a reality (Goffin. and Mitchell,
2016). Bentley is a British manufacturer and marketer of luxury cars and SUV's and is a
subsidiary of Volkswagen group. It has its headquarters in Crewe, England, UK and was founded
by H.M. Bentley and W.O. Bentley in 1919. In the further report their innovation history,
existing innovation performance and capabilities and the industry in future will be briefed about.
Bentley and its innovation history
Bentley motors Ltd is a British maker and seller of luxury cars and SUV's. Company's
exceptional cars have always been planned and built by exceptional people using only the finest
of substantial. Most of the Bentley models are accumulated at the company's Crewe factory with
a small number collected at Volkswagen's Dresden factory, Germany. In 1931 Rolls-Royce
limited acquired Bentley but in 1971, Rolls-Royce itself was involuntary into state and UK
authorities denationalise the company- spitting into two which is aerospace division and
automotive conception. The later retained the Bentley subdivision. Vickers plc bought Rolls-
Royce in 1980 and later in 1998 VickeBentley explores a new model which is Bentley EXP100
GT rs sold it to Volkswagen AG (Karras. and et.al., 2017).
In 1919, W.O. Registered Bentley Motors Ltd and display a car figure with dummy
engine at London Motor Show. As in 17th and 18th century there was a tradition for immature
men and women of the British aristocracy to take a Europe tour as an exciting journey of
findings. So this concept divine Bentley to name their first car as “Grand Tourer” as they refer
their car that corporate trust a truly stimulating impulsive happening with the condition to make
customers the extended journey to be facile and to ensure that they are memorable. This 3-litre
went on selling in 1921 and the use of metrical scheme in its name intimation at the aspiration to
create a car for the accelerated, opened roads of landmass. W.O. Bentley introduced a mesh
stone-guard to the front of his early cars to protect the radiations from flying stones.
Then came the effortless power cars which has six-cylinder 6.5 litre model which was
established in 1926 and conscious for dense saloon bodies that some consumers choose. Its facile
almighty and civilized 200 bhp speed six that took performance to a next steady level.

Then in 1930 they created 8 litre which considered as a masterpiece. This car was so
powerful that the company proclaimed it w customers are also shifting towards new ways to buy
like online shopping and drop shopping or Facebook marketplace could be capable of 100 mph.
Due to financial difficulties Rolls-Royce bo sustainable and environmental -friendly ught
the company in 1931 which is the present rival of Bentley and the production moved to Derby.
Firstly a 3.5 litre and later a 4.5 litre derby Bentley was manufactured. Quality of the car
remained high under the fresh government and cars were also fast, refined, stylish and elegant
with easy to drive configuration.
In 1938 on a commission of a wealthy Greek racing driver Bentley manufactured a 4.5
litre with a sleek, mechanics organic structure successful from Duralumin which is a gossamer
aluminium alloy was prepared. There were same ideal choice of a impressive tourer with
exceeding rate on the path while also being civilized enough to savour on the touring. This car
inspired the company to get the benefit of this model to a broad range of audience in upcoming
years.
After second world war they experimented with more streamlined styles. They introduced
a R-type continental car with a low, long and lithe body, fastback roofline and fine added to the
rear wings to aid steadiness and it could accomplish antecedently unheard-of feat of cruising at
100 mph with four resident.
Then came the first Bentley of Rolls-Royce which do not shared the body with the body
of Rolls-Royce model in 1991. Bentley has their own distinctive design and a Bentley turbo
engine under the bonnet. Later the landmass T shorten the wheelbase and accumulated power to
push the public presentation container inactive far.
In the year 1970 the problem of Bentley's owner with Rolls-Royce aero motor
improvement brought about financial collapse of its business. Therefore, in 1997 Vickers
announced to sell Rolls-Royce motors. In a bid Volkswagen won it and from 2003 forward,
Volkswagen AG is sole provider of auto mobile with Bentley marque.
Bentley existing innovation performance and capabilities.
The present Bentleys in globally offer a teaching in invention for rest of the competitors.
The current models are desirable for their incontestable rate, delicacy, appearance and unique.
Their improvement was sensible and easy. Craftsmanship is a critical portion of Bentley but

what makes Bentley dissimilar any other self-indulgence car is the origin and choice of the
substantials. From beautiful wood and leather to luxurious new material, they trusted choice and
sustainability. The Bentley winked logo is recognized as a sign of exceptional craftsmanship,
exhilarating performance and a fascinating century-long story (Ramanathan, Ramanathan. and
Bentley, 2018).
In this decade the expansive exchangeable construct was described as “the world's most
elegant convertible” and in 2014 giving their models a sporting character while still providing
ample space for four was they captured the luxury class. One also introduced one eye-catching
feature of tonneau cover, which was created using the sizeable part of veneer ever to appear in a
Bentley's quality to make a pinnacle exchangeable expansive tourer.
In 2015, they again brought an innovation revealing EXP 10 speed six concepts, it was a
two-seat sports car giving a strong indication the company is thinking about lighter.
The innovation that Bentley came with was a new Bentley EXP 12 speed 6e concept cars which
was characterized by an electric power train and groundbreaking design. This was considered as
the future of luxury and performance. It is an entirely new format for both urban and open-road
driving. This impressive range would be supported by fast recharging.
After 100 years of their existence in 2019 they disclose their future plan and make new
strategies for increasing profit and they make new products. Bentley explores a new model
which is Bentley EXP100 GT for the vision of the future starts by producing attribute that make
every journey extraordinary. It has 5.8 metre body and a dramatic new face, while two-metre
wide doors open upwards to create a actual awareness of reaching. The inside takes Bentley
workmanship in a new direction by unstreamed fusing property substantial with engineering. It
incorporates new directions being explored including the use of light in creating a wellness
enriching environment and adjustable biometric seating room that adds to the impression of well-
being. Future of Bentley invention is all about equilibrium and improvement a feeling of well-
being for which they use air curation to bring in fragrances from the natural world while keeping
city pollution out. To create sustainable pattern for every part of the concept car's industry, the
company is using light weight rubber material and making good and providing good services to
the customers. The company is making innovation every year to increase sales of the company
and overall productivity is also increased.

In 2018 Bentley also establish the “be riskless behaviour” to association which is a set of
guideline produced to support the staff safe and flushed at work. They believed that everyone has
right to “be safe” and is committed to providing a safe workplace and inculcation value of safe
action at work.
Their current model line includes Flying spur, continental GT and Bentayga which is
activity intercontinental. The flying spur is a alone merger of Breathless show, modern design
and spontaneous engineering. It has new physical science all wheel guidance cut down the car's
change of course ellipse at debased speeds for easier parking and manoeuvring, while out on
open road it flexure the stableness of car, making overtaking and lane modification more
confident. With the precocious, fast and effectual restraint, along with enhanced air suspension
for overhead ride condition and impressive philosophy it has add on to condition plus variety.
The journey is made much more exceptional through initiate such as the elective Bentley go
around show. When the car starts it revolve to reveal an advanced extremity demonstration
characteristic apps, media and transport info (Berk, 2019).
In the current situation Bentley is quick, stimulating impulsive and the new continental
GT is built on an advanced chassis and physical phenomenon building, property a entirely new
6.0 litre W12 engine and an 8-speed dual-clutch transmitting for uncreased, fast and efficient
gear changes. The dual clutch transmittal provides imposingly quick gear displacement and
ceaseless acceleration to enhance the car's dynamic character. The 48V active roll control system
senses road mishap and changes the car's movement outright to optimize handling and ensure a
smooth ride. And their electric guidance improves natural process to the worker so that it always
feel right for the driving conditions (Seyhan. and et.al., 2017).
During Covid-19, Bentley Motors has extended its “be non-hazardous” health and safety
programmes to expression after localized gathering as well as their conference. And also forced
Bentley to adapt to online customer service and digital experience.
Industry trends in 2020
Over the past 20 years many luxury auto mobile industry have accrued their model range,
different and general transport industry as there is a rise in tangible luxury automotive vehicles
and there is an increase in disposable incomes of the consumers. In the future superior trade

name luxury models have become extremely applicable and captivating for many affluent single
(De Silva,Khatibi. and Azam, 2020).
There will be a growing demand for the model with advanced style, power and
telematics. Therefore, the luxury car commercial enterprise are focal point on the improvement
of next biological group smart quality engineering such as autonomous impulsive, individual
voice help and retina acknowledgement which will encouragement the gross sales of luxury cars.
Major luxury car business enterprise are actuation tense different of their transport due to
increasing biology concerns and accretive fuel prices which is also liable to intensify maturation
of the luxury car industry over time period. As government is also making various rules and
policies regarding the emergence of stringent emission norms, fuel efficiency norms which can
impact automotive industry as they have to manufacture models which would cut emission and is
environmental friendly. Fully electric cars have grown popularity as their global sales have risen
therefore the challenge before luxury car manufacturers is to make electric models with smart
features allowing the to gain a strong presence in the market (Coppola. and Morisio, 2016).
IC engine is currently dominating the market but in the near future it is anticipated that
their demand will lower down. Looking at the increasing situation concerns, owing to elevation
waste emission, situation equal and authorities across world are alteration the emanation
standard. As a consequence demand for property and biological science -friendly transit such as
electric vehicle and also government is providing such luxury car manufacturers with subsidies.
The future market is driven by innovative engineering, super comfort, growing
investment in R&D projects and growing standard of living therefore to provide more luxurious
experience to the customers many luxury car creating from raw materials are making combined
task with technology supply.
The automotive industry customers are also shifting towards new ways to buy like online
shopping and drop shopping or Facebook marketplace. It is somewhat surprising to buy cars
online but most of the luxury car brands are beginning to catch on this platform and e-commerce
spending on automotive would greatly increase in the coming years (Witheford, 2018).
The trend is also shifting towards the self-driving models many luxury car brands are
shifting and making contracts to develop these types of cars jointly with other brands or
autonomous driving technology provider.
Porter's five forces

Porter's five forces model refers to identifying strengths and weakness of the company. This
model helps the organisation in achieving goals and objectives and helps in determining
competitive advantage. There are five areas according to porter which should be identified and
make plans according to that to improve productivity of organisation and generate more profit by
increasing sales of goods and services.
Competition in the industry
According to porter it is important to identify number of competitors that are present in
the market and make plans or strategies better than competitors to earn profit and build good
image. As it is possible that other companies are producing better product and generate more
profit. There are many competitors of Bentley in the market but it is making new products to
attract more customers.
Potential of new entrants in the market
In this company i9s affected by new entrants coming in the market. Due to new industries
competition will increase and may be they are providing products at low cost to attract more
customers and enter into the market. It is barrier for company, it is difficult for new organisations
to enter into existing market where already there are many sellers.
Power of suppliers
According to porter supplier of raw material is also a barrier as they affect production of
product. If company is producing goods whose raw material is rarely available and supplier is
fixed by company then may be supplier increases price of raw material or do not provide
material on time. So, firms should make products for which raw material is easily available in the
market.
Power of buyers
In this buying power of customers are identified like what type of product they want,
quality of product and how much they can pay for buying good quality product. Manager should
conduct a survey in which needs and requirements of consumers should be identified.
Threat of substitutes
As in the market there are many close substitutes products are available. When prices of
products are raised by organisation then people switch to other goods. So, before making product

company should check number of substitutes products that are available and make innovative
and creative product to accomplish goals and objectives of the company.
During covid -19 company faces lot of problems as they were not able to produce goods or
services and sales of car was also stop. They did not lose hope and now organisation is taking
necessary steps to improve the condition and making innovative product to attract more
customers and increase their sales. The company will generate profit soon as the situation
becomes normal.
CONCLUSION
From the report it can be concluded that Bentley has a very innovating history and it has
immensely innovated and transformed itself over these 100 years. Bentley has also enhanced
existing innovation performance and capabilities by introducing new model with innovative and
advanced features and each model have different and unique features and configuration. They are
also focusing on developing model which are sustainable from the environment point of view.
The future trend of the luxury automotive sector is also shifting towards fuel efficient and low
pollution emission cars. New trend of electric cars are coming into trends as people are
preferring these type of model to save environment and government is also giving subsidies on
launching these types of cars.

REFERENCES
Books and journals