‘Unifying Spur’ Embeds Diversity And Inclusion At The Heart Of Bentley’s Beyond100 Strategy

Bentley Motors has recently set out further details of its diversity and inclusion strategy. A uniquely designed Flying Spur embodies this company focus as European Diversity month draws to a close, and Pride celebrations begin around the world.

The 101-year old company is going through unparalleled change on its journey towards a climate-positive future. Recognising the fundamental importance of diverse experiences and perspectives to drive creativity and innovation, Bentley aims to become the most diverse luxury car manufacturer. To this end, it has set a target of increasing diversity in management to 30 percent by 2025.

'Unifying Spur' Embeds Diversity And Inclusion At The Heart Of Bentley's Beyond100 Strategy

Bentley’s five-step strategy focuses on outreach, recruitment, succession planning, culture, and development. Early career talent acquisition will be over-indexed towards organisations with diverse intakes, while the recruitment of established hires will explore new talent pools. To ensure that all talent within the business is supported, succession planning will be reviewed to ensure the early identification of diverse talent within the business.

Development programs will ensure that colleagues from all walks of life are able to grow and achieve their full potential. This will be underpinned by measurable KPIs and targets, and Board-led engagement to drive positive culture and remove unconscious bias. The recently-launched colleague network groups will also help drive engagement within the business through a series of strategic events and activities.

To mark the launch of the strategy, a challenge was set to the Bentley Design team to create an automotive artwork that celebrates diversity in all its forms. Designer Rich Morris, who paints and sculpts in his spare time, rose to the challenge by creating a piece of four-wheeled art using the nine colours of the Progress flag.

His design joins the words “Love is Love” through a single, unbroken line, that traces faces, dancing figures, and shapes – representing the unifying power of humanity, regardless of race, creed, or sexuality. The Unifying Spur will be revealed to colleagues at Bentley’s Crewe factory before embarking upon a program of external activities in the coming months.

Dr. Astrid Fontaine, Bentley’s Member of the Board for People, Digitalisation and IT, explains:

“We know that diversity drives success, by bringing a greater range of experience, creativity, as well as inclusion, allows co-operation to play in business strategy, innovation, and decision-making. We also want our business to reflect our global customer base and most importantly of all, to ensure that we all work in an environment where everyone feels safe to bring their true self to work and valued for who they are and what they can do.

“That is why diversity and inclusion are profoundly important to us and as part of our Beyond100 program, we have therefore set ourselves the challenge to become the most diverse luxury car manufacturer. For us, this means ensuring there are colleagues from all walks of life in our management structure.

“This goes hand in hand with our ethos that a rich and inclusive culture, where everyone is supported to achieve their full potential, is what will help to drive our business forward for the next one hundred years.

“Through the reveal of the Unifying Spur, the internal activities that it will support – and the external engagements we are planning for it in 2021 – we aim to celebrate the individual talents and idiosyncrasies that make us all unique as – whilst at the same time as highlighting the key themes that unite and bring us together.”

Bentley

editor

Bentley Motors is considered as one of the most sought after luxury car brand in the world. The company’s headquarters in Crewe is home to all of its operations including design, R&D, engineering and production of the company’s four model lines, Bentayga, Continental, Flying Spur and Mulsanne. The combination of fine craftsmanship, using skills that have been handed down through generations, alongside engineering expertise and cutting-edge technology is unique to UK luxury car brands such as Bentley. It is also an example of high-value British manufacturing at its best. Bentley employs around 4,000 people at Crewe.

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