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For Bentley Motors, belonging isn't just a philosophy, it's a real-life commitment showcased in concrete steps. The company is focused on being an inclusive, diverse and equitable workplace where employees feel valued, respected and empowered, Wayne Bruce, the company's chief communications and DE&I officer, told Newsweek.
"Community engagement is a vital component of Bentley Motors' global mission, deeply embedded within its Beyond100+ strategy. This commitment reflects Bentley's dedication to social sustainability and its aspiration to become the most socially responsible luxury car brand," Bruce said.
The British automaker has promoted women into leadership positions, invested in talent development and implemented policies that support work-life balance and well-being. All of this is portrayed for the world to see as part of the company's #BelongingAtBentley social media campaign, which features employees from diverse backgrounds sharing their experiences in posts, videos and testimonials.
The company goes further, showcasing its commitments on a series of bespoke cars since 2020, including a Continental GT V8 convertible that featured a rainbow motif and was launched at Cheshire East's first virtual Pride event in northwest England. Since then, four dedicated Pride cars have been created. The Unifying Spur (2021) featured a design by Richard Morris that incorporated nine colors from the Progress flag with "Love is Love" messaging. Its debut was the launch point for the company's five-step diversity and inclusion strategy. Two one-off cars were also produced for Remembrance Day honoring armed forces members killed in the line of duty.
Show cars aren't the only way the company is showing support to diverse communities. "Historically, Bentley has actively supported local communities, particularly around its headquarters in Crewe and the surrounding Cheshire area. This support includes collaborations with local schools and colleges to nurture young talent, exemplified by Bentley's role as a founding partner of the Crewe Engineering & Design University Technical College," Bruce said.
The number of initiatives the small automaker supports reveals how deep its commitment is. In 2023, the company supported over 320 charitable donations and projects in the United Kingdom, a 150 percent increase over 2022's efforts. Last year, the company upped its support to 450 donations, reaching an estimated 40,000 individuals across the U.K.
"Moving forward, we are committed to expanding the diverse talent pipelines and investing in our people. Bentley will continue investing in apprenticeship programs and mentorship initiatives to attract underrepresented talent in engineering, design and leadership. Our five colleague-led Diversity & Inclusion networks, which contain over 800 colleagues from across all business areas, will continue to drive inclusion and belonging activities ensuring from top down and bottom up, everyone at Bentley feels that they belong," Bruce said.
Bentley's inclusive approach to the world around it, from manufacturing plant to dealerships, from the front office to the brand's online presence and beyond, is why the company is Newsweek's Community Disruptor of the Year.
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