Bentley Nears Decision on SUV Production Timing
Bentley’s board is set to decide imminently whether to put its first luxury SUV into production, with CEO Wolfgang Schreiber signalling a strong business case for the model.
Bentley’s board is expected to make a final decision in the coming weeks on whether to proceed with production of its first luxury SUV. CEO Wolfgang Schreiber has indicated that the decision is imminent and that the business case for the project is "extremely strong". If approved, the move would mark Bentley’s entry into the premium SUV segment, with a market launch possible as early as 2015 or 2016.
Bentley Board Nears Decision on SUV Production
Strong Business Case and Market Ambitions
Schreiber has expressed confidence in the project, noting that Bentley is already close to a final go-ahead. The company has set a potential annual sales target of between 3,000 and 4,000 units for the SUV. Bentley is aiming at established luxury markets including Europe, the United States, China, Russia and the Middle East. These regions have shown strong demand for high-end SUVs, and Bentley’s entry is expected to attract both loyal customers and new buyers seeking luxury and performance in a more versatile format.
Currently, Bentley’s line-up consists of saloons and coupes, so the addition of an SUV would represent a significant expansion. The brand would be following a broader industry trend, as luxury carmakers increasingly offer SUVs to meet growing demand. Maserati, for instance, has announced its Levante SUV for 2016, highlighting the competitive landscape Bentley would enter.
Production Location: Bratislava Favoured
If the project receives approval, the most likely production site for the Bentley SUV is the Volkswagen Group’s plant in Bratislava, Slovakia. This facility already assembles the Audi Q7, Porsche Cayenne and Volkswagen Touareg, all of which share underlying architecture. Bentley’s Crewe plant in the UK remains the brand’s flagship for its saloon and coupe models, but the Bratislava site offers practical advantages for SUV production, including economies of scale and efficient platform sharing.
Producing the SUV in Slovakia would mirror the approach taken by other Volkswagen Group brands. Lamborghini, for example, initially planned to build its Urus SUV in Slovakia before later shifting production to Italy. Porsche and Audi have also benefited from shared investment in tooling and logistics at the Bratislava plant. This strategy reduces costs and can accelerate time to market, which is crucial for new model launches in competitive segments.
Expected Features and Market Impact
While Bentley has not released technical details or final design information for the SUV, the model is expected to share key components with other Volkswagen Group SUVs. However, it will be tailored to Bentley’s luxury positioning, with bespoke styling and features that set it apart from its siblings in the group. The SUV is anticipated to offer the high levels of craftsmanship, comfort and performance for which Bentley is known.
The projected sales volume of up to 4,000 units annually would make the SUV a niche product by mainstream standards, but it would be a substantial addition to Bentley’s overall output. Entering the SUV market could help Bentley reach new customers and strengthen its position among luxury automakers, especially as demand for premium SUVs continues to rise globally.
Timeline and Next Steps
If the board gives its approval, Bentley could begin preparations for production with the aim of launching the SUV in 2015 or 2016. This would involve finalising design, engineering, and supply chain arrangements, as well as setting up assembly lines at the chosen facility. The decision is expected to be announced soon, after which more details about the model’s specifications and market strategy will likely emerge.
Industry Context and Competitor Moves
Bentley’s consideration of an SUV comes at a time when the luxury SUV segment is experiencing rapid growth. Other high-end brands, including Maserati and Lamborghini, have either announced or launched their own SUV models. The Volkswagen Group’s strategy of platform sharing and centralised production has enabled its brands to respond quickly to market trends while managing costs. Bentley’s potential entry into this segment reflects both the changing preferences of luxury car buyers and the company’s desire to expand its portfolio beyond traditional saloons and coupes.
