Bentley refuses to change margins for volume – 45 Seconds

Despite the good acceptance of models like the Bentayga and the Continental, the British luxury car brand Bentley refuses to increase the volume of production. The priority is the margins, according to its CEO Adrian Hallmark

Bentley has renewed its range with the Bentayga and Continental models which are more and more accepted in the market.

Despite this success, and contrary to what one might expect, the British luxury car brand does not intend to achieve higher sales volumes, favoring exclusivity and profitability over higher production.

Bentley refuses to change margins for volume 45 Seconds - Bentley refuses to change margins for volume - 45 Seconds
Bentley Continental was the British brand's best-selling model in 2019

This position was recently confirmed by Bentley CEO Adrian Hallmark to a UK trade publication, stressing that the brand's goal is not annual sales growth. "We do not want to reach 15,000 units or even 13,000 units", guaranteed the leader.

Adrian Hallmark added that Bentley's annual sales volume has been 10,000 units since 2007. Over the seven years, annual sales were just over 10,000 units and in 2019 they reached a total of 11,006 vehicles.

Based on Adrian Hallmark's statements, the 5% growth in 2019 would have been only a "happy accident" and not a target the British automaker wanted to achieve.

Margin priority

The executive adds that Bentley is looking to improve profitability, betting on improving the selling margin of each car instead of increasing sales volume. For example, the average value of the Continental GT is already 22% higher than its base price.

1600091298 815 Bentley refuses to change margins for volume 45 Seconds - Bentley refuses to change margins for volume - 45 Seconds

Bentley's best-selling model of 2019 was precisely the Continental GT, which saw sales increase by 54% over the previous year, with the help of Coupé and Cabriolet versions, equipped with a V8 engine.

Bentley's second best-selling model last year was the Bentayga, which recorded an 18% increase in sales from 2018.

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