Bentley is wanting to venture their relevance into the music industry. The goal was to create a music-led experience or concert series for Bentley to gain an audience within modern culture and increase brand awareness with Gen Z and Millennials. Bentley is looking for a way to redefine what luxury means in live music. Bentley’s Symphony of Excellence will be a live orchestra creating a sound to sum up all of Bentley's 'peak moments' and commemorating a century of automotive excellence.