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Bentley unveils one-of-a-kind ‘Love is Love’ Flying Spur ahead of Pride month

The luxury car manufacturer has commissioned designer Rich Morris to create the stunning piece of four-wheeled art as the brand commits to an ambitious target of 30 per cent diversity at management level by 2025.

By Will Stroude

Bentley Motors has unveiled a one-of-a-kind Flying Spur bearing the words ‘Love is Love’ ahead of Pride month.

The luxury car manufacturer has commissioned designer Rich Morris to create the stunning piece of four-wheeled art as the brand commits to an ambitious target of 30 per cent diversity at management level by 2025.

The eye-catching, empowering edition of Bentley’s famous Flying Spur draws from the colour palette of the Pride Progress Flag, which includes black and brown stripes to represent Black and minority ethnic (BAME) people, as well as light blue, pink, and white stripes representing transgender and nonbinary individuals.

Morris’ 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. 

Bentley, which last year released a special version of its GT Continental adorned with rainbow colours, has marked the release of its latest Pride-themed vehicle with a renewed commitment to championing diversity and inclusion across the company. 

As well as the 30 per cent management diversity target, a new five-step plan outlined by Bentley on Thursday (27 May) includes a pledge to “explore new talent pools” as well as strategic efforts to ensure “early identification of diverse talent within the business.”

A statement adds that “development programmes will ensure that colleagues from all walks of life are able to grow and achieve their full potential.”

Dr. Astrid Fontaine, Bentley’s Member of the Board for People, Digitalisation and IT, says :“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. 

“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.   

“That is why diversity and inclusion are profoundly important to us and as part of our  Beyond100 programme we have therefore set ourselves the challenge to become the most diverse luxury car manufacturer. For us this means ensuring there are colleagues from all walks of life in our management structure.

“This goes hand in hand with our ethos that a rich and inclusive culture, where everyone is supported to achieve their full potential, is what will help to drive our business forward for the next one hundred years. 

“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 idiosyncracies that make us all unique as – whilst at the same time as highlighting the key themes that unite and bring us together.”

Bentley’s one-of-a-kind Flying Spur is set to be revealed to 4000 staff at Bentley’s headquarters in Crewe before embarking on a tour of the UK in the coming months – so keep your eyes peeled for a flash of Pride passing by next time you’re on the road…