Bentley’s new ‘Unifying Spur’ was revealed today, marking the launch of the carmaker’s new Diversity and Inclusion strategy that’s meant to increase diversity in management to 30 percent by 2025 and eventually turn the luxury brand into the “most diverse luxury car manufacturer”.
Bentley’s Design team was tasked with creating a special artwork livery to celebrate diversity in all its forms. Designer Rich Morris delivered the livery that was created with all nine colors of the Progress flag.
The special livery of the new Bentley ‘Unifying Spur’ also contains 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”.
“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,” said Dr. Astrid Fontaine, Bentley’s Member of the Board for People, Digitalisation and IT. “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.”
Bentley’s new five-step strategy will focus on outreach, recruitment, succession planning, culture, and development. The carmaker will task organizations with diverse intakes in early-career talent acquisition, while it’ll recruit established professionals to explore new talent pools.
Bentley is going to support all talent within its business, following a review of its succession planning to ensure the early identification of diverse talent within the company. The strategy will also include new development programs, the recently-launched colleague network groups, and more.
“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,” Dr. Fontaine added.