The Volkswagen Group continues to make major internal changes. The industry giant plans to make Bentley a subsidiary of Audi, similar to Lamborghini. At present, the British company Bentley is directly controlled by Volkswagen.
Why change Bentley's status now? There are a few potential reasons. On the one hand, Audi is the main technological showcase for the VW Group, especially with regard to electric vehicle platforms and the development of related systems. The Artemis project is a fairly concrete example. This project aims to electrify many models and turn them into autonomous vehicles.
The main idea of the new CEO of Audi, Markus Duesmann, is to accelerate the development of a new “highly automated” electric vehicle which could arrive as early as 2024. The management of the VW group has understood that it is far behind Tesla in many fields, and in particular in that of communication between vehicles. Bentley would therefore benefit directly from future technological advances from Audi, at least more quickly than at present.
Bentley in danger?
There are two other concerns about Bentley: the coronavirus pandemic and Brexit. Despite an impressive financial turnaround in recent years, Bentley's next challenges must be met immediately, otherwise recent profits could be lost.
We think for example of the Bentayga, the main reason for the “Remontada” of Bentley sales. The Crewe company will soon have to completely rethink its SUV, and there is a good chance that its successor will be offered in a 100% electric version. However, Audi already has an electrified SUV platform on which the e-tron and e-tron Sportback are based. Other vehicles should also use this same platform soon. In short, Bentley could well have something to enjoy!
Volkswagen Group CEO Herbert Diess has previously indicated that the company's board is planning other internal changes between the brands, such as the takeover of Bugatti by Rimac. Patience, but the Earth may tremble in the group!