Bentley targets 3,000 SUV sales per year from 2015
Bentley is preparing to enter the luxury SUV market in 2015, aiming for annual sales of 3,000 units and considering multiple powertrains including a W12, V8 and hybrid.
Bentley expects to sell 3,000 SUVs each year once production of its first luxury off-roader begins in 2015, according to statements from company executives during the 2012 auto show season. The British marque is positioning the new model as the most expensive SUV on the market, with prices set to range from €160,000 to €200,000.
Bentley to Sell 3,000 SUVs Starting 2015
Background: Bentley’s SUV Ambitions
Bentley’s move into the SUV market follows a growing trend among luxury carmakers seeking to expand their product portfolios and attract new customers. The company first revealed its intentions with the EXP 9 F concept at the 2012 Geneva Motor Show. The concept attracted significant attention from both the media and potential buyers, highlighting the appetite for a Bentley SUV. While the EXP 9 F’s styling sparked debate, with some critics questioning its design direction, Bentley quickly confirmed that a revised, more traditional SUV look was already in development for the production version. This response aimed to reassure traditional Bentley enthusiasts while appealing to new customers in the luxury SUV segment.
Production Plans and Corporate Approval
At the Beijing Auto Show, Bentley CEO Wolfgang Dürheimer outlined the company’s progress towards launching the SUV. He stated that Bentley was finalising its internal business case and expressed confidence that parent company Volkswagen would approve the project by the end of 2012. Although production had not yet been formally signed off at the time, the outlook was described as optimistic, with a decision expected before the year closed. If approved, production would begin in 2015, marking Bentley’s entry into the luxury SUV market.
Powertrain Options Under Consideration
Bentley is evaluating several powertrain options for the SUV to ensure it meets the expectations of its global clientele. The options under consideration include the company’s flagship 6.0-litre W12 petrol engine, a new 4.0-litre V8, and a V6 plug-in hybrid. These choices reflect Bentley’s commitment to performance and luxury, while the hybrid option would help the SUV appeal in markets with increasingly strict emissions regulations.
- 6.0-litre W12 petrol engine
- 4.0-litre V8 petrol engine
- V6 plug-in hybrid
This range of engines would allow Bentley’s SUV to compete directly with other high-end models from established luxury brands, while also offering a lower-emission alternative for environmentally conscious buyers. The inclusion of a plug-in hybrid would be a first for Bentley, signalling the brand’s willingness to adapt to changing market demands.
Market Positioning and Pricing
Bentley has stated that the planned price bracket of €160,000 to €200,000 would position its SUV above rivals such as the Range Rover and Porsche Cayenne. This pricing strategy is intended to reinforce Bentley’s exclusive brand image, ensuring the SUV remains a luxury product rather than a mass-market contender. By entering the SUV segment at the very top end, Bentley aims to attract affluent buyers seeking both performance and prestige in their next vehicle.
| Model | Estimated Starting Price (€) |
|---|---|
| Bentley SUV | 160,000 |
| Range Rover | ~100,000 |
| Porsche Cayenne | ~75,000 |
This approach reflects Bentley’s intention to maintain its reputation for exclusivity, even as it expands into a new vehicle segment. The high price point is also expected to limit production volumes, supporting the brand’s luxury credentials and ensuring strong residual values.
Sales Targets and Strategic Importance
If the project moves ahead as expected, Bentley will target annual sales of 3,000 SUVs worldwide, starting from the first year of production in 2015. This volume would make the SUV a core product for the brand, potentially accounting for a substantial share of its global output. The move follows a broader trend of luxury manufacturers entering the SUV market, with Bentley aiming to capture demand for high-end, high-performance utility vehicles. The company’s entry into this segment could have a significant impact on its overall sales and brand profile, especially in markets such as China, Russia, and the Middle East, where luxury SUVs are particularly popular.
Industry Context and Competitor Moves
Bentley’s announcement came at a time when several other luxury brands were also preparing to launch SUVs. Lamborghini, Maserati, and Rolls-Royce had all signalled interest in the segment, reflecting the growing importance of SUVs in the luxury market. The success of models like the Porsche Cayenne and Range Rover demonstrated that there was strong demand for vehicles that combined luxury, performance, and practicality. Bentley’s planned SUV, with its high price tag and range of powerful engines, aimed to set a new benchmark for the segment.
Conclusion: Bentley’s SUV Strategy
Bentley’s plan to sell 3,000 SUVs annually from 2015 represents a major step in the brand’s evolution. With a focus on exclusivity, performance, and luxury, the new model is intended to attract a new generation of buyers while reinforcing Bentley’s position at the top of the automotive market. The final production decision was expected by the end of 2012, with the first vehicles scheduled to reach customers in 2015 if approved. As the luxury SUV market continues to grow, Bentley’s entry is likely to be closely watched by both competitors and enthusiasts alike.
