Bentley Atlanta’s excellence extends far beyond its cars and into our Atlanta communities.

You know Bentley Atlanta as one of the most influential and successful luxury dealerships in the country, but it goes beyond selling cars. The automotive powerhouse, under the guidance of general manager Sid Barron, contributes in many varied ways to our Atlanta communities. Barron notes, “Bentley Motors has a tag line of ‘Be Extraordinary’ that has been our mantra throughout this pandemic. Our factory came to a standstill for only the second time in its 100-year history. … As challenging as this has been, we have bounced back as a more responsible and strategic company.”

In the past, Bentley has also paired up with Rally Foundation for Childhood Cancer Research for its Gold Rush event to help Rally Kids—those who have fought or who are fighting cancer—by hosting a day of fun at the showroom. It even sponsored a kids fashion show. Called Rally on the Runway, Rally Kids got gussied up and paraded down a runway, after arriving in a Bentley, of course.

He continues, “Our parent company, Asbury Automotive Group, is dedicated to creating a positive impact in the communities we serve. We take the trust and confidence that our clients place in our hands very seriously. Our success comes with tremendous responsibility to be great stewards of our resources,” he says.

Bentley Atlanta and Asbury Automotive Group partnered with 100 Black Men of Atlanta Inc. (Barron is on the board) to donate computers to students who did not have access to technology for virtual learning. Between August and September, the organizations donated 170 computers to students in need and created a virtual career pipeline of mentorship and learning. “By donating these computers that are no longer being used by Asbury team members, we hope to do our part to shrink the digital divide in our communities,” says Barron. This is all very par for the course when it comes to Asbury’s commitment to the community. “To put our words into action, our CEO David Hult formed the Asbury Cares Community Councils for our 10 markets to identify mentorship programs starting in elementary school, paid intern programs for high school students and job skill training for adults,” he says.

Moving forward into the last few months of 2020 and into 2021, Bentley is proud to partner again with 100 Black Men of Atlanta Inc. “They do so much to uplift the children of Atlanta and show them the possibilities of success in their futures,” says Barron. “The organization works hard to close the achievement gaps in some of the most underserved communities through mentorship.” Bentley Atlanta and Asbury Automotive Group are also supporting the Russell Center for Innovation and Entrepreneurship, an incubator, accelerator and innovation lab that is dedicated to empowering African American entrepreneurs and small-business owners; as well as Declared Underprivileged Troubled Youth (DUTY), a mentoring program for at-risk youth.