Bentley plans third model range to reduce susceptibility to demand swings
By Steph, 04 Mar, 2011. 0 Comments
Bentley Supersports ‘Ice Speed Record’
As Bentley expands its range, it is moving away from a cheaper, entry-level model and is more likely to add a vehicle priced near its current range of £140,000 to £230,000, according to a report from Autocar. Bentley is making the change because it thinks that this better fits its brand positioning. But then, Bentley has yet to determine what the model’s form will be. It can be recalled that former boss Franz-Josef Paefgen had planned to add a third model to make the two-model range (Continental family and Mulsanne) less susceptible to demand swings in the product cycles.
Now, it is totally up to new boss Wolfgang Durheimer, formerly of Porsche, to see this project through says Autocar. Durheimer has undertaken crucial product planning decisions at Zuffenhausen when the Cayenne was included in Porsche’s then two-model range of 911 and Boxster.
Notably, the Cayenne attracted new customers to Porsche and is not as vulnerable to fashion-related sales swings than sportscars and coupes. Because of this, it holds sales more level and makes Porsche more resistant to downturns in the market. Bentley has yet to officially announce what SUV has been chosen for the range expansion but it’s expected that one of the options is a vehicle that’s more practical and with a loftier driving position.
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