FACE THE CHANGE Connect with Consumers Today a Bentayga, tomorrow a Continental GT. Bentley on Demand offers a luxury mobility solution for customers. The Bentley of their choice is delivered to their door – thanks to concierges such as Kristina Martin. Text: Lukas Hermsmeier | Photos: Kelly Serfoss A sunny Monday morning in Long Beach. In a large hall about 30 kilometers from downtown Los Angeles, a Bentayga¹, a Mulsanne² and a Continental GT³ are lined up next to each other. So much Bentley luxury in one place. Mechanics and valeting staff are bustling about. The air smells of cleaning products. Every now and then one of the mighty engines gives a roar. In the thick of it all is Kristina Martin, one of the few not wearing overalls, but instead dressed in blazer, jeans and high heels. She walks past the highly polished luxury cars and heads straight for the office. The 25-year-old is a concierge with the new Bentley on Demand service. Her working day already started two hours ago with an email from the Bentley office: a customer has reserved a vehicle for that morning at short notice. Bespoke service All the information about the reservation is waiting for Kristina in the office. Apart from the customer’s name, the delivery time, and the location, this also includes special requests. Just about every customer has some special wishes. “It could be a lactose-free coffee. Or we could be asked not to ring the bell when we deliver the Bentley,” Kristina says. For her, each reservation is different. She prepares carefully for each individual customer, from the beverage of choice, ready and waiting when the car is handed over, to the optimal seat position or the pre-programmed radio stations. Because customers make their reservations via the Bentley Network app, all the preferences are saved. “One of my regular customers appreciates a bottle of mineral water in the car. But she doesn’t need to request that every time she uses the service. The information is automatically included in the reservation and we take care of it,” Kristina explains. It is this bespoke service, combined with digital comfort, that makes Bentley on Demand so exceptional. Service 24/7: Customers communicate with the concierges via the Bentley Network app. 29
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