Volkswagen Group has once again demonstrated its inconsistent approach to managing dot-brand generic top-level domains (gTLDs). This time, the luxury car brand Bentley, a subsidiary of Volkswagen, has decided to terminate its .bentley gTLD. The decision was recently disclosed to ICANN, marking yet another chapter in Volkswagen’s mixed track record with its dot-brand portfolio.
The End of .Bentley
The termination of the .bentley gTLD was officially communicated to ICANN, though no specific reason for this decision has been provided. The gTLD had minimal activity, with only one domain name resolving under it, which merely redirected users to Bentley’s primary website on a traditional .com domain.
While the termination notice appears to have been filed back in December 2024, it is the first dot-brand gTLD to be formally retired in 2025. The move reflects a broader trend within Volkswagen’s approach to its digital branding strategy—one that has seen both successes and failures.
Volkswagen’s Mixed Results with Dot-Brands
Volkswagen’s history with dot-brand gTLDs has been inconsistent at best. For example:
- Terminated TLDs: The company previously retired its flagship .volkswagen gTLD and its Chinese equivalent about four years ago. These terminations were likely due to limited utility and challenges in promoting such long domain names as viable alternatives to traditional domains.
- Active TLDs: On the other hand, Volkswagen continues to operate highly successful gTLDs like .audi and .seat, which boast thousands of active registrations and appear to be well-integrated into their respective brand strategies.
This disparity suggests that certain brands within Volkswagen’s portfolio are better suited to leveraging dot-brand domains than others.
Why .Bentley May Have Failed
The decision to terminate .bentley could stem from several factors:
- Target Audience Misalignment: Bentley caters to a niche luxury market, which may not see significant value in adopting or engaging with a dedicated dot-brand domain. Unlike mass-market brands like SEAT or Audi, Bentley’s customer base may prioritize traditional branding over digital innovation.
- Limited Usage: With only one resolving domain redirecting to a .com site, it’s clear that the .bentley gTLD was not being actively utilized as part of Bentley’s online strategy. Without meaningful use cases or consumer engagement, maintaining the gTLD likely became an unnecessary expense.
- Lengthy Domain Names: Similar to the challenges faced by .volkswagen, the relatively long and specific nature of “.bentley” may have made it less appealing for practical use compared to shorter, more versatile domain extensions like .com or country-code TLDs.
A Missed Opportunity?
Volkswagen’s struggles with dot-brands could also reflect broader industry challenges in promoting these custom domains as viable alternatives to established TLDs like .com or .org. While some brands have successfully integrated dot-brand domains into their marketing strategies, others have found it difficult to justify their continued operation due to low adoption rates and high maintenance costs.
Had ICANN allowed two-letter TLDs, Volkswagen might have applied for .vw, which would have been shorter and more versatile than .volkswagen or other lengthy alternatives. However, since two-letter strings are reserved for country-code TLDs (e.g., .uk or .de), this option was not available.
Looking Ahead: The Future of Dot-Brands
The retirement of .bentley raises important questions about the future of dot-brand gTLDs across industries:
- Are these domains truly valuable assets for global brands?
- What strategies can companies adopt to ensure better utilization and consumer adoption?
For now, Volkswagen appears content focusing on its successful gTLDs like .audi and .seat while shedding those that fail to deliver tangible benefits. Other companies considering dot-brand applications may need to carefully evaluate their long-term value before committing resources to such ventures.