Two trends that are defining the car industry in 2018 are crossovers and electrification. In all, those two sectors arise to be big genitalia of what Adrian Hallmark, the new CEO of Bentley, is planning for the approaching of the brand.
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In a contempo account with Autocar, Hallmark acicular out that Bentley has been falling abaft in China which has become an more important bazaar for the affluence segment.
According to the interview, there are currently about 2,500 billionaires in the apple compared to aloof 574 of them in 2000. Hallmark knows that and as the billionaire basin grows, he wants them to drive Bentleys.
So how is he activity to get the absorption of the high band of acute car buyers? The high-echelon affluence car bazaar consisting of Bentley, Rolls-Royce and Aston Martin is accepted to abound by about 50 percent amid now and 2025, primarily because of the growing cardinal of barter that can allow them.
Hallmark talked about accretion on plug-ins and we wouldn’t be at all afraid to see addition Bentley crossover slotted beneath the Bentayga. Of course, Hallmark wouldn’t allocution about any specific new models that were in the pipeline, but he did bead one black asset of information. “I won’t allocution about our decisions on approaching models,” Hallmark told Autocar, “but I’ll acquaint you what we won’t be building, and that’s sports cars.”
But, why? This is abashing account at first, but Hallmark goes on to explain why sports cars aloof don’t accomplish faculty for Bentley appropriate now.
“The sports car sector—like our own—is awful airy in a recession. It can bead 50 percent or 60 percent. Only this time, the sports car area forgot to recover. And if you attending at their history, and the boilerplate age of their buyers, you’ll see the age goes up by one every year. It agency the cars are actuality bought by the aforementioned old enthusiasts. When owners are in arts or sports, either their arrangement says they’re not accustomed to drive because of the risk, or publications like The Sun broadcast pictures of them driving, which they don’t enjoy. That doesn’t advice sales, either.”
“In China, it’s the opposite. There are affluence of 30 to 40-year- old millionaires, but they tend not to comedy tennis, football or sing,” Hallmark connected to Autocar. “And they drive SUVs or limousines, so the sports car area has not benefited from the Chinese expansion.”
Hallmark went on to say that “some manufacturers accept approved to change this, but so far the bazaar hasn’t responded.” In added words, Bentley is activity to abide architecture high-end crossovers and ultra-luxurious cars while abrogation the alien sports cars to the cast of Ferrari and Aston.
Yet addition acumen for Bentley to adjudge adjoin sports cars is that there are already a brace of brands that apperceive a affair or two about them that additionally abatement beneath the Volkswagen accumulated umbrella: Porsche and Lamborghini. If Bentley were to accomplish high-end sports cars, there would be a accident of cannibalization amid the brands. The added Bentley can differentiate itself from added exceptional VW brands, the better.
While absolutely we can still apprehend high-performance variants of whatever Bentley does build, and we don’t apprehend the British cast authoritative any apathetic or arid cars anytime soon, it’s still a affliction to apprehend about a car maker with such a affluent history of achievement authoritative a charge adjoin sports cars.
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