‘Unifying Spur’ to inspire diversity at Bentley


Bentley has just unveiled the "Unifying Spur," a uniquely designed, pride-inspired Flying Spur.

The four-door grand tourer is wrapped in an artist’s design capturing the themes of love, progress, and unity.


Designer Rich Morris created a piece of four-wheeled art using the nine colors of the Progress flag. Morris — who paints and sculpts in his spare time — used a single, unbroken line, that traces faces, dancing figures, and shapes – representing the unifying power of humanity, regardless of race, creed, or sexuality.

The design of the Unifying Spur joins the words “Love is Love” on the luxury saloon’s bonnet.


“We know that diversity drives success, by bringing a greater range of experience, creativity, as well as inclusion, allows cooperation to play in business strategy, innovation and decision-making. 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,” said Bentley Member of the Board for People, Digitalization and IT Dr. Astrid Fontaine.

Bentley plans to be the most diverse luxury car manufacturer. The company believes that by recognizing the fundamental importance of the diverse experiences and perspectives of its employees, Bentley can drive creativity and innovation.

That said, Bentley plans to increase diversity in its management to 30 percent by 2025.

“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,” adds Fontaine.

Bentley will be developing programs within the company to ensure its employees, from all walks of life, are able to grow and achieve their full potential. Their latest initiative will be supported by measurable KPIs (key performance indicators) and targets as well as board-led engagement to drive positive culture and remove unconscious bias within Bentley’s organization.

“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,” Fontaine concluded.


According to Bentley, the Unifying Spur will be revealed to its employees at Bentley’s Crewe factory before embarking upon a program of external activities in the coming months.

Photos from Bentley

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