Bentley Planning Small Coupe | Edmunds

Bentley Planning New Model, Possibly Small Coupe


Just the Facts:
  • Bentley is planning to add a fifth model to its lineup, possibly a small coupe, Edmunds has learned.
  • Under consideration is a small coupe, something that would draw younger buyers into Bentley showrooms.
  • A small Bentley won't necessarily be a cheaper Bentley, the automaker says.

GENEVA British luxury brand Bentley Motors is planning to add a fifth model to its range, Edmunds has learned.

Under consideration is a small coupe, something that would draw younger buyers into Bentley showrooms.

A small Bentley won't necessarily be a cheaper Bentley, the automaker says.

The next Bentley model will join the unnamed Bentley SUV, which is due in showrooms in early 2016, along with Bentley Flying Spur, Continental and Mulsanne.

"There's more we could do," said Kevin Rose, Bentley sales and marketing director, in an interview at the 2014 Geneva Auto Show.

"A smaller car is one of the options," he said. "But smaller need not be cheaper. This product could compete with Aston Martin and Maserati."

This small Bentley is not yet definite, "but a fifth model line could be interesting," Rose added.

Bentley has a 25-percent slice of a 40,000-strong global luxury car market that it defines as models costing more than $165,000.

"Price is important because it's about exclusivity — it can't be less than six figures," said Rose of the entry price for a Bentley.

Given an annual global market of 65 million vehicles, 10,000 is tiny, and the 15,000 it's aiming for by 2018 with the new SUV not vastly more. But Bentley is keen to maintain the exclusivity of its brand, and is conscious of the risks of selling concentrations of cars in cities such as Los Angeles, New York, Dubai and London.

"Exclusivity matters," said Rose. "We don't want too many Bentleys in one place."

That will increase with the addition of a fifth model, which Rose anticipates launching in 2019-'20.

Edmunds says: Bentley's combination of performance and luxury is a tempting one for many in its market, and if it can find a genuinely fresh new model to offer in this segment, a few more may well be tempted.

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