Bentley Head of Global Sales and Marketing, Christophe Georges, reveals the compelling business model that is defying industry trends: reducing the number of vehicles delivered while simultaneously increasing revenue. This success is driven by two key pillars of luxury strategy.
The first is hyper-exclusivity through Bentley’s Mulliner program. This bespoke division offers unparalleled individualization and customization, ensuring each vehicle is limited only by the customer’s imagination, involving everything from unique stitching to new body panels and carbon technology.
The second pillar is power and Bentley’s bold electrification strategy. The move away from the W12 engine has been a performance win, with the new plug-in electric hybrid (PHEV) systems delivering explosive power gains. The new Hybrid powertrain, for instance, reaches close to 800 horsepower—a significant increase over the W12’s 657 horsepower.
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