Grand Bentley or Bentley Grand?

By Gunnar Heinrich | IMG Bentley Motors

I’M thinking Bentley’s P.R. should rethink the title for its next concept, “The All-New Grand Bentley”.

At least for the American market. You know how car companies have different names for the same cars sold in different markets?

Mercedes-Benz sells a customer in New York a C350 and in London the same car will be called C350 “Elegance”, “Posh”, or something similarly déclassé. Or how Jag customers who opted for a Vanden Plas on this side of the Pond were buying what Brits had known as a separate marque altogether – Daimler.

And so on.

So, in these United States where we like our ‘Merican English short, to the point, and packing the biggest punch, I’m thinking that Bentley’s Arnage replacement should be referred to as “Bentley Grand”.

Oh, to be sure, even if  we called “the Grand Bentley,” it’d conjure up romantic notions of “The Grand Tour” – stopping off in old world locales with servants at your beck and call.

But most of the marque’s American customers will be new money who will know no such classic references. And a large percentage of these newcommers are going to come from the West Coast and who think of a getaway as a weekend in Vegas and…

I think you’re seeing my point by now. MGM Grand. Money, gambling, flash, sex. Escapism…what happens in Vegas…  Or even just “Grand” – a billfold of ten Benjamins. Flash. Money. Straight and to the point.

Or maybe I was just thinking of marketing that’d appeal to the typical Vette buyer… Sorry! Scratch that…

“The Grand Bentley” will do nicely.

[Linked: newgrandbentley.com]