The British luxury-car manufacturer Bentley is on the verge of undergoing a revolution, with potentially two new key models: a sports SUV based on the Bentayga and a 100 per cent electric sports car.
Bentley’s chairman and chief executive, Wolfgang Dürheimer, has plans for a model offensive that will not only take on Porsche and Aston Martin, but also Tesla, Range Rover, AMG-Mercedes and more.
Speaking to The National during a briefing of the new Bentayga, Dürheimer says that the two new models would be rolled out on the back of a planned US$1.3 billion (Dh4.78bn) investment, which will include a significant overhaul of the factory's headquarters in the United Kingdom, plus one of the largest dealerships in the world being built on Sheikh Zayed Road in Dubai. It's also key to his plans to double sales from about 10,000 units to more than 20,000 units by 2025.
“Despite what is happening at present in terms of ‘dieselgate’ and CO2 and so on [with Bentley’s parent company Volkswagen], our investment will go ahead, and we are not going to lift off the throttle,” Dürheimer says.
“The story of Bentley Motors does not stop with Bentayga. There are two new models that would fit perfectly into the portfolio, and while neither is confirmed, I am ambitious, and I believe future product is the lifeblood of success.
“Bentayga doesn’t stop us from dreaming again, and will give us the financial leap to reinvest, so my first idea is to take the best of Bentayga and make an even more performance-enhanced version, which will feature a very futuristic, alternative body, showing a new styling direction.
“Bentayga is an ideal starting platform to deliver a sportier model that’s based on the existing chassis technology, which will take the SUV into a new sector for us.”
The move is a way to capitalise on the heavy tooling investment in Bentayga, which is introducing Bentley to new markets such as Morocco and Vietnam, and expanding its portfolio to 60 regions by the end of this year.
With similar investment that was afforded to Dubai’s new multistorey dealership, up to $93 million will be spent by retailers across the globe to cater for the expected demand from the new offerings.
“Four years ago, not many people considered a Bentley SUV, but I have a good track record of turning ideas into reality,” says Dürheimer, the man who delivered the Porsche Cayenne and is also behind the upcoming Bugatti Chiron. “The other car we are looking at is based on the EXP 10 Speed 6 we showed in Geneva.
“When we asked customers if this was good for the brand, the answer was basically: ‘Shut up, don’t ask us questions, just do it exactly as it is there.’ So it would be a truly exciting direction, and we are seriously considering alternative power-trains, including full electric.”
With news that Porsche has confirmed the all-electric, Tesla Model S-rivalling Mission E for production by 2020 – which promises 3.5 seconds from 0 to 100kph, plus a 500km range using hybrid technology from its 919 Le Mans winner – it’s hardly a huge leap to transfer that know-how into the Winged B’s sports coupé.
“It’s the first time we have considered electrifying a car, and it would be one of several drivetrain options, but if we had a full electric, two-seater roadster/sports car with a power-train that’s up to 500bhp equivalent, it would be a revolution for the luxury market.
“Just now, I cannot confirm, because I’m not talking about decisions for either project, merely intentions, but we are already in the design and technology stage with both,” Dürheimer says.
“We have work to do on the business case to make any of this possible, plus it includes a comprehensive refresh of our current models, but my personal goal is to lead Bentley as a strong and sustainable business.”
motoring@thenational.ae
Follow us @LifeNationalUAE
Follow us on Facebook for discussions, entertainment, reviews, wellness and news.
