Bentley – Luxury car leader with the best yet to come!

BENTLEY MOTORS  | Bentley – Luxury car leader with the best yet to come!

Written byAdam Tonkin

Economists around the world remain in total agreement that international markets continue to spiral downward as industries slow and monetary debt continues to climb, however luxury car manufacturers obviously missed the memo.

The sale of luxury vehicles across the automotive industry have continued to grow year on year with manufacturers like Bentley Motors leading the charge by taking on a bull like persona in a bear market.

In an ironic cliché of life mimicking art, Kevin Costner’s character in the 1989 movie drama Field of Dreams, hears the words ‘if you build it, they will come’. Fast forward to today and this movie quote seems to be Bentley’s lucky charm too.

In a defiant trend, the company in 2013 saw a 19 percent increase in vehicle deliveries over 2012 figures with the brand on track to deliver 14,000 units this year before moving onto their target of 18,000 by 2018.

The price definition of a luxury vehicle starts at AUD295K/GBP150K/USD235K. In this market the British based company has captured a staggering 25 percent share with one in every four cars sold being a Bentley.

The Americas is Bentley’s biggest market followed by China and the UK. One third of all Bentley’s sold in the Asia Pacific region reside in Australia with most sales split between Melbourne and Sydney.

The new Bentley Bentayga SUV will be available in Australia with David Jackson, Regional Manager of South East Asia and Australasia confirming to MyDrive, “The Bentayga will be launched early 2016 with the W12, V8 twin-turbo, turbo-diesel and petrol-hybrid forming the local line-up.”

Australia’s thirst for new luxury cars continues to grow at an extraordinary rate. In 2014 Bentley registered 135 new vehicles in Australia which should grow to an average of 190 units per year once the new Bentley Bentayga is released.

With a fresh innovative PR and marketing team based in Singapore headed by Regional Manager for Marketing and Communications, Silvia Saliti, Bentley are keen to capitalise on Australia’s growth by enticing new and younger owners to the brand.

Hosting a Bentley owners’ golf day in Melbourne, Saliti commented, “With a progressive climb in luxury car sales, we see Australia as an extremely important market in the Asia Pacific region which we intend to grow by offering new vehicles and designs while extending our personalised Mulliner specification service, the Bentley Studio experience into Australian dealerships.”

In the heritage rich environment of design, comfort and mobility, Bentley’s marketing seems to be centred around a two pronged approach.

Firstly the Bentley Studio Experience which conveys factory clout to the fingertips of sales managers on the dealership floor. Secondly, brand diversity and lifestyle, which they offer access to via a variety of events around the world that include fashion, sport and the arts. The buying process and ownership experience is as much about the car, as it is about the lifestyle of their clientele.

With a raft of new vehicles to come online, wood, metal and leather are the core DNA ingredients that have been intrinsically entwined to interconnect with youthful modern looks that herald on old world charm. Bentley’s first concept car to benefit from this was the EXP10 Speed 6 which was unveiled in Geneva earlier this year.

In a recent interview with Wolfgang Dürheimer, Chairman and Chief Executive Officer of Bentley Motors said; “The EXP 10 Speed 6 is one vision for Bentley’s future – a powerful, exquisite and individual concept, complete with trademark modern Bentley luxury and effortlessness.“

“It could be a future model line, alongside the Continental GT and redefining the pinnacle of another market sector, the styling of the EXP 10 Speed 6 could influence the expansion of the Bentley family” Dürheimer added.

“This is not just a new sports car concept – but a potential Bentley sports car – a bold vision for a brand with a bold future.”

With statements like this and their ability to bookend market segments, Bentley’s catch phrase of ‘the best is yet to come’ indeed might be true.

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