Bentley prepares to close record sales in China this year
In the face of the COVID- 19 pandemic, British luxury carmaker Bentley has seen robust sales growth. The company expects its sales performance to be even better in 2021.
Bentley said deliveries in the first 10 months of 2020 went up 60 percent from the same period last year.
“Underpinning it all has been a really strong demand for our products,” said Kim Airey, managing director of Bentley Motors Chinese Mainland, Hong Kong and Macao.
Airey said that Bentley experienced a rough stretch when the pandemic hit China hard during the first quarter. Fear of the virus distanced people from showrooms. When it eventually forced the closure of British plants, it resulted in supply shortages.
But the rapid recovery of the Chinese market and a strong product portfolio, as well as the efficiency of the carmaker’s employees and dealerships have brought about a fruitful year for the British marque.
“Super strong order books, and prioritizing China production over some of the other markets in the world has meant that we’ve already got back the volume that we’ve lost,” Airey said.
“We’ve got full order books for the end of the year, and we’re expecting to deliver those over the next five or six weeks,” he added. “We’re looking at our best- ever year in China.”
As pandemic control turns for the better and new models are introduced, Bentley is confident in its prospects for 2021, especially after showcasing its latest models at the Guangzhou auto show that concluded on Sunday.
“Everything at our exhibition is less than 12 months old,” Airey said. “I think the future for Bentley in China is very encouraging.”
The British carmaker showcased its latest models at the auto show, including the new Continental GT Mulliner convertible, the new Flying Spur and the new Bentayga SUV.
The new Continental GT Mulliner convertible, with an aesthetically pleasing exterior, made its China debut at the event. The model shows how the Bentley Mulliner division, as the oldest automotive coachbuilder in the world, explores fresh possibilities surrounding luxury grand touring.
Like the new Continental GT Coupe, the convertible is available with two engine specifications, a 6.0- litre, twin- turbocharged W12 engine and a 4.0- litre, twin- turbocharged V8 engine.
Bentley’s flagship vehicle — the new Flying Spur — was also on display at the auto show. This model offers a peerless combination of limousine luxury and sports sedan performance, providing a world- class experience only Bentley can offer for both drivers and those who prefer to be driven.
The new Flying Spur features electronic all- wheel steering — a first for a Bentley, coupled with active all- wheel drive and Bentley Dynamic Ride.
Airey said the combination delivers phenomenal handling and ride, enhancing stability at highway speeds as well as maneuverability around town.
Another highlight was the Bentayga, which first inspired the luxury SUV sector in 2015. The new Bentayga made its debut in the South China region at the Guangzhou auto show.
The model was designed and built in Crewe, England, and exhibits a striking new exterior design. Every front panel on the vehicle is redesigned for a cleaner, more modern look.
Its interior has also been significantly revised. To further optimize vehicle comfort, rear- seat passengers can enjoy significantly more space, with up to 100 mm more legroom depending on the configuration.
This enhancement directly addresses Chinese customers’ interests and demand for everyday usability, the carmaker said.
The new Bentayga was the first model launched under Bentley’s Beyond100 strategic plan, which includes the carmaker’s decision to offer plug- in hybrid and electric models in its range by 2026, and to offer solely battery electric vehicles by 2030.
“Bentley has outlined plans to become a global leader in sustainable luxury mobility. New details about the Beyond100 strategy show how the marque will achieve its target of leading sustainable luxury mobility of the future,” Airey said.
Some have questioned whether this will affect Bentley’s appeal, as the British carmaker has been known for its W12 engines among other things. Airey’s answer is no.
“If you look at Bentley, we have always been innovative,” he said. “Just because it’s electric doesn’t mean that it shouldn’t be Bentley.”
Airey took the example of the EXP 100 GT, a concept car Bentley unveiled last year in celebration of its 100th anniversary. He said that model showed what Bentley thinks an electric future looks like.
“I think we’ve been quite clear about what the future for luxury grand touring can be, there’s absolutely a place for Bentley within that. We’ve defined what it can be in terms of a concept car, and that car has autonomous driving capability, and is fully electric.”
We’ve got full order books for the end of the year, and we’re expecting to deliver those over the next five or six weeks. We’re looking at our bestever year in China.”
Kim Airey, managing director of Bentley Motors Chinese Mainland, Hong Kong and Macao