Bentley Motors has unveiled a uniquely-designed Flying Spur to highlight its aim to become the most diverse luxury car manufacturer.
Dubbed the ‘Unifying Spur’, the car has been wrapped in a design capturing the themes of love, progress and unity.
As European Diversity month draws to a close, and Pride celebrations begin around the world, Bentley has set itself a target of increasing diversity in management to 30% by 2025.
Bentley challenged its 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, created 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.
“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 Bentley’s Dr Astrid Fontaine.
“We also want our 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.
“For us this means ensuring there are colleagues from all walks of life in our management structure.”
The 101-year old company is going through unparalleled change on its journey towards a climate-positive future.
In 2020, it announced its Beyond100 strategy with the aim of becoming a global leader in sustainable luxury mobility, which will see the brand reinvent every aspect of its business.
This also includes switching the model range to offer exclusively plug-in hybrid or battery electric vehicles by 2026, and fully electric vehicles only by 2030.
News article in association with www.automotiveblog.co.uk