Bentley's turnaround boosted by "industrializing" personalization, including fine art
Bentley’s story over the last few years is interesting. Going back to the end of 2019, the road ahead looked somewhat bleak.
Vehicle sales had been stuck in neutral for 7 years. And no new models were planned.
Meanwhile, over that same period, Ferrari and Rolls-Royce Motor Cars launched new models and saw their unit sales rise by 45% and 40% respectively.
Obviously, Bentley Motors needed to take action.
But rather than launch a new model like the competition, Bentley’s CEO Adrian Hallmark and his team did the opposite. In 2020, they ended production of their behemoth sedan, the low-volume Mulsanne.
And they doubled down on the emerging personalization trend...
Vehicle sales had been stuck in neutral for 7 years. And no new models were planned.
Meanwhile, over that same period, Ferrari and Rolls-Royce Motor Cars launched new models and saw their unit sales rise by 45% and 40% respectively.
Obviously, Bentley Motors needed to take action.
But rather than launch a new model like the competition, Bentley’s CEO Adrian Hallmark and his team did the opposite. In 2020, they ended production of their behemoth sedan, the low-volume Mulsanne.
And they doubled down on the emerging personalization trend...