After 100 years, Bentley models still beam luxury and performance

Bentley Motors, which celebrates its centenary this year, is showcasing a range of its exquisite models at the Shanghai auto show, a sign of the British luxury carmaker's growing confidence in the Chinese market.

The Mulsanne W.O. Edition by Mulliner, which pays homage to Bentley's founder Walter Owen Bentley, is making its Chinese debut. His own personal 8 liter model - the last car he designed for Bentley in 1930 - is also on display.

The all-new Bentayga Hybrid SUV, the world's first luxury hybrid model, which represents the brand's first step toward electrification, is also making its China debut.

The model combines an advanced electric motor with a new V6 petrol engine and is Bentley's most efficient model ever, said the carmaker.

The all-new Continental GT and GT Convertible each combines a bold, sculptured exterior design with an innovative, stylish interior and is the ultimate statement of luxury.

"Bentley is in a good place in China. We have a very broad brand appeal and we want to make that even stronger," said Adrian Hallmark, chairman and chief executive officer, Bentley Motors last Tuesday.

Last year, its China sales increased 19 percent year-on-year despite the country's passenger segment seeing an overall 6 percent fall.

"We have a strong order bank in China and in the rest of the world actually, for the rest of this year. So, this year is going to be a great year," said Hallmark. Considering the prospects for 2019 and onwards, he said the brand is planning a 15 percent expansion of its retailer network in China this year.

"It is hugely encouraging to see that Chinese customers still have the same passion and enthusiasm for Bentley as they did back in 2002 when we first entered the market."

In 2002, the Bentley brand launched in China with a special approach to ensure it became a unique car to sell.

Having built a car for Britian's Queen Elizabeth II for her 50th year on the throne, it took the same wheelbase and built a special edition car for China in the same colors as the Queen's car, and it proved a success.

Since then, the company has successfully launched the GT, the Flying Spur and then the Bentayga SUV. The models, brand recognition and its dealers have all contributed toward putting the brand into a leading position.

"Bentley continues to be the biggest player in the luxury auto segment - globally and here in China - and this number one position looks very secure," said Hallmark. "Our consumers absolutely understand the value of craftsmanship, high performance, high design standards and high quality." That's what makes Bentley so appealing in this country and that is why the brand is so strong, he added.

Although the carmaker does not build products but only sells in China, it has been adapting to meet the needs of local customers.

Hallmark said Bentley finds that Chinese customers are far more critical of paintwork, so although its paint is already the best in the industry, by technical measurement, the company will put another check in place when cars come to China.

Also, the palette it offers in paints, woods and leathers is allowing local customers to find ways to capture the spirit of their specific requirements. He said Bentley expands that range regularly and also has its Mulliner division that can offer more customized services.

"If I look at the brand strength, I'm very confident with where Bentley is in China. It looks good. And my favorite description, which was from a Chinese customer, is 'it's just enough luxury'," said Hallmark.

"It's inspirational but it's not too much for people. It's a little bit restrained. And that's Bentley."

As the iconic brand turns 100 years in July, it said it will continue what it has been doing for the past century in the next 100 years: creating extraordinary cars for extraordinary people.

"Our goal is simple and ambitious: We will continue to innovate and define grand touring for the next 100 years," Hallmark said.

"Our cars are as fast as supercars yet as luxurious and refined as any limousine - with interiors better than cars at twice the price.

"Our portfolio is the strongest and most technologically advanced that Bentley - or the world - has ever seen in one luxury brand," he said.

Bentley is further planning to introduce electrified powertrains, starting with the Bentayga Hybrid.

By 2025, it will offer electrified vehicles across its whole product range, which the carmaker believes will propel it even further and faster in the market.

However, it said different powertrains or even technology like autonomous driving will not change its commitment to producing grand tourers.

"The core proposition of high performance, extremely high quality and long-distance grand touring capability is what we do best and what we will continue to do in the future," said Hallmark.

(China Daily 04/22/2019 page18)