Bentley for Sale!

There was a time when the phrase ‘Bentley For Sale‘ would almost guarantee the phone didn’t ring. Bentleys over the last few decades have just been badge-engineered Rolls Royces (even the Bentley Turbo - which was a great car - was still a Rolls Royce with a Bentley badge and a tweak or two). But how things have changed.

Just four short years ago Bentley were struggling to churn out 1000 cars a year; just 3 a day. But then along came VW and, contrary to what everyone expected, completely revitalised the brand and turned it into a must-have car for the rich and discerning. And now they’re selling 10,000 cars a year.

The Bentley brand now has a selection of the most desirable cars in the world. The Bentley Continental GT was the first, and many thought it would be just a Phaeton in drag. But it wasn’t. It encompassed most of the desirable traits of the marque whilst at the same time addressing all the quality issues that had plagued it in the past. Yes, it had its faults (but they were few and far between - mainly it’s slightly dead feel and heavy front end), but VW even addressed that by launching the Bentley Continental GT Speed this year (which is a simply incredible car). They’ve even thrown in an option for the poseurs out there - the Bentley Continental GTC.

And still the Bentley Arnage soldiers on. But actually it’s not just soldiering on. it’s going from strength to strength, with a new model in the planning. And most remarkably of all VW is so committed to the ancient (but wonderful) 6.75 litre engine that they are planning not just to make it comply with upcoming emission limits, but making sure it complies with those for 2013! Now there’s commitment for you. And in the face of competition from their own grand-cruiser, the Bentley Continental Flying Spur, they’ve found room for them both. Wonderful.
According to Bentley Sales & Marketing Director Stuart McCullough, speaking this week at the Tokyo Motor Show, Bentley are now considering a three shift system to keep up with demand. They’ve sold 1,000 Bentleys in the Asia Pacific region alone in the last year, and 400 in China. That’s twice what they expected, and they’re not even coming close to fulfilling demand.

It’s great to see a British brand (even though it’s owned by the Germans) succeed by producing world-class products once again. Just the same with Rolls Royce. Maybe the Brits and the Germans do work well together after all. We owe the Germans a lot for reviving these two archetypal British marques and restoring them back to the world-beaters they once were. And I never thought I’d find myself saying that!