But the company is also embracing diversity within its own ranks.
At over $250,000, the price of the Bentley Flying Spur makes it impossible for the vast majority of the population to ever own one. But Bentley's new Unifying Spur, a colorful version of the Flying Spur sedan, represents inclusion and not its opposite. The car embodies the brand's Beyond100 strategy and its diversification business goals, while also being unveiled to coincide with European Diversity month and the imminent Pride celebrations that will be taking place globally.
Bentley says that this marks the beginning of numerous activities and events involving the Unifying Spur. Bentley has previously celebrated Pride and shown its support of the LGBTQ+ community.
Last year, the British automaker revealed the Continental GT Convertible with a rainbow-colored exterior. Other premium automakers like BMW have done the same. But Bentley's goal is not just to support marginalized groups but also to achieve diversity within the business; by 2025, Bentley hopes to increase diversity in its management team to 30 percent.
As for the Unifying Spur's paint job, well, it certainly makes a statement. Designed by Rich Morris, he made use of the Progress flag's nine colors and his concept links the words "Love is Love" in one unbroken line. He uses dancing figures and faces which represent the "unifying power of humanity, regardless of race, creed or sexuality".
"We want our business to reflect our global customer base," said Dr. Astrid Fontaine, Bentley's Member of the Board for People, Digitalization, and IT. She went on to say that the company aims 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."
The Bentley Unifying Spur is set to be shown to colleagues at the company's Crewe factory. Following that, the four-wheeled artwork will be present for many external activities in the months ahead, so this is likely not the last we will see of it.