Luxury connects dogs and people
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[1] The “Bespoke Dog Guard” (a special cage) transforms the Bentayga’s luggage compartment into a safe and comfortable space for your beloved dog. The “Quilted Load Liner” (a quilted luggage compartment mat) covers the entire rear bumper, preventing scratches and slipping when your dog gets in and out. [2] The floor mats, which prevent dirt from mud and water, are not only functional but also designed to create a luxurious feel inside the cabin.
Bentley has unveiled a range of pet accessories for its Bentayga SUV, including a quilted luggage compartment mat with bumper cover, waterproof rear seat covers and a special luggage compartment cage, all designed to help your four-legged friend enjoy a safe and comfortable drive.
According to the company, “one in three Bentley owners travels with their dog.” Luxury no longer means comfort only for humans, but also “happiness for the whole family.” The brand’s philosophy of “luxury in every moment of life” has been extended to include family members with tails.
Rolls-Royce’s “Shape of Love”
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[3] The smiling “Bailey” (a mix of golden retriever and Labrador) sitting in the center of the rear seat is a masterpiece handcrafted using a technique similar to marquetry. [4] In front of the passenger seat, Bailey’s paw prints are decorated by a craftsman using the same technique.
The Rolls-Royce Specter Bailey is a one-off model created by a long-time American customer, expressing his deep love for his beloved dog. A realistic inlaid portrait of Bailey, made from more than 180 pieces of natural veneer, is mounted on the rear waterfall. The interior trim on the passenger side features paw-shaped marquetry, and the exterior is also decorated with rose gold paw prints.
It all embodies “the emotions that a beloved dog brings to the life of its owner,” says Phil Fabre de la Grange, head of bespoke at Rolls-Royce.
“This car is a symbol of how much a dog can enrich a life. Bringing the customer’s story to life is what bespoke is all about.”
Dogs are portrayed not just as pets, but as partners who weave the story of life together.
The “Pet First” idea extends beyond the automotive industry
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[5] Honda Dog, a regular at pet events, will be offering a variety of in-car merchandise and a popular photo spot. [6] Subaru has begun full-scale marketing this year targeting dog lovers.
This trend is not limited to luxury cars. In the Japanese market, car manufacturers are increasingly appealing to dog lovers. Toyota invited guests with dogs to the launch event for the current Sienta and set up a temporary dog run. It also features dogs in its TV commercials, making “family and pet coexistence” a pillar of its brand strategy.
Subaru has also been promoting its marketing this year with the message, “Subaru lets you travel with your dog with peace of mind,” clearly targeting dog lovers. Honda is a pioneer in this field. The “Honda Dog” brand, run by its accessories subsidiary Honda Access, is celebrating its 20th anniversary and offers a wide range of products, including dog seat covers and in-car cages.
This dog-friendly approach is no longer limited to the automotive industry. Home builders are increasingly offering homes that are “dog-friendly,” with features like non-slip flooring, deodorizing wallpaper, and special pet doors. Interior brands are offering washable sofas and waterproof fabrics, and the hotel industry is also actively promoting pet-friendly accommodations.
In other words, dogs are beginning to transcend industries and take center stage in lifestyle design.
A society where dogs have become family members will change cars
Bailey the dog dozing off inside Specter Bailey’s room.
It is said that dogs first came into contact with humans tens of thousands of years ago. However, in Japan, dogs were considered “outdoor livestock” until just a few decades ago. Now, however, they have transformed into “members of the family who spend time together in living rooms and bedrooms and accompany us on trips.” This change in values is even influencing the spatial design of automobiles and the concept of car lifestyles. In addition to safety, cleanliness, and comfort, “sharing emotions” and “relationship design” are becoming new development themes.
The future of cars is with “families with tails”
The “family with a tail” will likely play an increasingly key role in product planning and marketing communications.
This trend has firmly taken root among Honda and other Japanese car manufacturers. Beyond brand status and price range, dogs are redefining the relationship between people and their cars. After a time when technological advances competed, cars are now evolving once again into products that resonate with the heart.
Both Bentley and Rolls-Royce share the same goal: “Luxury is about enriching the time you spend with your loved ones.” This philosophy is shared by the engineer who created the luggage compartment of the Bentayga for a beloved dog and the craftsman who created the wood inlay portrait of Spector Bailey.
Cars will evolve from machines that run in the outside world to vessels that carry the inner feelings of families. This future will be one in which cars quietly wag their tails next to us.
