Tableau > Case Studies > Bentley Motors' Digital Transformation with Tableau Self-Service Analytics

Bentley Motors' Digital Transformation with Tableau Self-Service Analytics

Technology Category

Analytics & Modeling - Big Data Analytics
Sensors - Level Sensors

Applicable Industries

Automotive
Cement

Applicable Functions

Sales & Marketing

Use Cases

Personnel Tracking & Monitoring

About The Customer

Bentley Motors is one of the most recognizable luxury car brands in the world, known for its unrivaled levels of craftsmanship and detailing in every vehicle it produces. The company sells around 15,000 cars a year globally, each one designed and built to the individual customer’s exact specifications, meaning no two Bentley cars are ever the same. Bentley built its reputation in long-distance endurance racing during the 20th century and is now most widely known for its bespoke luxury cars of exceptional quality. The company recently unveiled a brand new transformation strategy – Bentley100 – which will serve as its blueprint for success over the next 100 years and beyond.

The Challenge

Bentley Motors, a globally recognized luxury car brand, was facing a significant challenge in the wake of the automotive industry's unprecedented changes. The company, known for its bespoke luxury cars, realized the need for a transformation to ensure its long-term success. This transformation was not only about switching to an all-electric portfolio of vehicles by 2030 but also about implementing effective digital transformation throughout the company. The goal was to streamline operations, improve customer service, and solidify Bentley's position as a global automotive leader. The company also aimed to enhance its customer experiences, which are a key hallmark of Bentley, through a more data-driven approach. However, the challenge was to find a solution that could help them achieve these goals.

The Solution

Bentley Motors adopted a people-led approach to meet its transformation goals and identified Tableau as the ideal solution. Tableau's self-service data analytics tools were used to empower employees, drive efficiencies, and enable faster, more informed decision-making at every level of the company. The company also used data analytics to enhance customer experiences. By combining data, Bentley was able to spot emerging customer trends early and see regional variances, which could be used to tailor future sales and marketing activity more accurately. To build a powerful data culture at every level of the company, Bentley identified existing data champions throughout the company and helped them migrate over to Tableau. This approach quickly started to build a powerful data culture at every level of the company.

Operational Impact

The implementation of Tableau's self-service data analytics tools has led to a transformational change in Bentley Motors. The company has established a powerful data culture at all levels of the business, which has enabled faster, more informed decision-making. This has not only streamlined operations but also improved customer service. The data-driven approach has also enhanced the customer experience by allowing Bentley to spot emerging customer trends early and tailor future sales and marketing activity more accurately. Furthermore, the company is also creating a 'future digital talent' team by upskilling existing staff as well as recruiting new talent to the business.

Quantitative Benefit

Over 50% of Bentley's office workforce is now self-serving their own analytics needs.
Bentley currently has around 100 Tableau creators and over 700 Tableau viewers.
The company is planning to switch to an all-electric portfolio of vehicles by 2030, backed by $3 billion of investment.