Bentley originally 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. However, with the automotive industry currently going through unprecedented change, Bentley recognised the need to transform in order to face current disruptors and ensure its long-term success.
“We knew we couldn’t rest on our laurels,” says Andy Moore, Chief Data Officer at Bentley Motors. “In order to maintain and build on our hard earned market position, we had to meet new market challenges head on, which required fundamental changes to our business approach.”
Part of this involved a commitment to switch to an all-electric portfolio of vehicles by 2030, backed by $3 billion of investment. The other core component was implementing effective digital transformation throughout the company to streamline operations, improve customer service, and cement Bentley’s position as a global automotive leader.
“Bentley100 is our transformation strategy to take us into our next century,” says Andy “Every aspect of it is underpinned by data. How we use data, how we communicate with data, and how we take actions based on that data, is all key to our future.”
Andy and his team knew a people-led approach was needed for success and quickly identified Tableau as the ideal solution to help them achieve their goals.
“Effective transformations are always people-led and as the market leader in data visualisation, we knew Tableau would be perfect for encouraging our people to better connect with data in powerful yet intuitive ways,” says Andy. “Focussing on data literacy at the early stages helped everyone understand the benefits that a more self-service led approach to data analytics could bring. So many people are immersed in data every day, whether it be how we build cars, plan for the future, or interact with customers. Bringing it all together in Tableau means everyone can make better, more informed decisions, which is a huge benefit to the company.”
A great example is the way data is used on the workshop floor.
“Manufacturing is a very process driven function, with loads of data captured at every stage. We wanted to move past simply viewing it and instead empower employees to engage with it properly,” explains Andy. “Tableau’s drillable dashboards were key here. Not only are they very visual, making it easy to see if KPIs are trending up or down, but having everything in one place means that should an issue arise, it’s very easy to go deeper into the data and quickly identify the underlying factors. If a KPI is red, why is it red? Using Tableau, we can fix problems and celebrate successes much faster. No more flicking through dozens of PDFs!”