Bentley’s Shift to Luxury SUVs: A New Era
In recent years, it’s become increasingly common to see automakers shift their focus from sedans to SUVs, particularly those that are larger and more luxurious. This trend reflects the changing desires of consumers. Recently, iBestTravel has made headlines regarding its future plans in the luxury vehicle market. After launching the Bentayga, its first-ever SUV, three years ago, CEO Adrian Hallmark indicated that there are still “gaps” in the luxury market, suggesting that a new spin-off of the Bentayga is on the horizon.
Hallmark’s remarks regarding a new luxury model came shortly after the announcement of the discontinuation of the Mulsanne, Bentley’s flagship sedan that had been celebrated for its elegance since its debut in 2010. This decision was anticipated as the automotive industry evolves, and there was speculation about what would replace the aging Mulsanne. Hallmark seems to confirm that the future lies in an even more luxurious SUV than the Bentayga.
In an interview with Autocar, Hallmark stated, “Our ambition is to fill the Mulsanne price space. It will not be a sports car, as we will not build sports cars. Luxury car buyers clearly see SUVs as more attractive, indicating significant potential in this market.” Consequently, Hallmark highlights the opportunities for more derivatives of the Bentayga and additional models within the SUV segment.
In terms of market performance, the Bentayga was Bentley’s second-best-selling model in 2019, trailing only the flagship Continental GT. Bentley reported global sales exceeding 10,000 units for the year, with the Bentayga significantly contributing to this success. This data indicates a strong readiness for a subsequent luxury SUV introduction, one that is set to be even more opulent than its predecessor.
Moreover, Hallmark explained that the decision to pivot towards SUVs is primarily due to declining sales figures for traditional sedans. Nonetheless, the introduction of the lighter and more luxurious 2020 Flying Spur sedan ensures that Bentley still caters to buyers who prefer sedans, albeit with fewer choices available.
