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Bentley targeting Range Rover with 12-cylinder SUV

The eventual arrival of Bentley's upcoming SUV in 2016 will likely prove the most pivotal new product to come from Crewe since the debut of the Continental GT in 2003. And Bentley isn't messing around.
The British automaker is taking aim directly at the Range Rover, saying that it will be just as capable off-road. That's a mighty big claim for a company that has never made an off-roader before, but comes with good reason: Bentley estimates that nearly 30 percent of its customers have a Range Rover as well, and the company is keen to take a slice of that pie.
There are, however, several elements that will elevate the Bentley Falcon (as it's expected to be called) above Range Rover territory. For starters, according to Automotive News Europe, which spoke to Bentley marketing chief Kevin Rose at the Frankfurt show, the Falcon will be more expensive. The sticker price in Europe is expected to hover around 180,000 euros - double the flagship Range Rover's starting price. It'll also be available with four-, five- and seven-seat configurations. And it'll offer more power. A lot more power.

Bentley already considering smaller crossover

Bentley has yet to reveal (let alone start selling) its upcoming new SUV, but the company is already reported to be considering a smaller model to follow in that new model's footsteps. This according to Autocar, in speaking with Bentley CEO Wolfgang Durheimer at the announcement of the company's record sales results for 2014. Prior to originally taking the helm at Bentley and Bugatti, Durheimer served as head of R&D at Porsche, which recently launched the Macan crossover to join the larger Cayenne. Tipped to be called the Bentayga, the forthcoming Bentley crossover will share its platform with the next generation of its sister company's crossover, whose success Bentley aims to emulate. The Bentayga (or whatever it's ultimately called) will be vital in helping Bentley achieve its sales target of 20,000 units per year by 2020. The storied British marque topped 11,000 units for the first time in 2014, and the new SUV will be a vital component in boosting those figures. Bentley says it has already received 4,000 "expressions of interest" for the crossover before it's even unveiled, suggesting that it could exceed earlier sales projections of 3,000 units per year. But even then, the big crossover wouldn't be enough to get Bentley to its target. That's why it's already considering the smaller crossover, among other options including a four-door coupe, a two-door sports car and a Mulsanne-based convertible. The company is also investing heavily in infrastructure and production capacity to ensure its supply can meet the demand it is working to build up.

VW makes $23K on every Porsche sold, more than Bentley or Lamborghini

It's a good time to be in the luxury car business. In Volkswagen Group's financial report for the 2013 fiscal year, it is revealed that that Porsche enjoyed an operating margin of 18 percent. That means the Stuttgart brand made on average about $23,200 per car sold, according to BusinessWeek. Bentley wasn't far behind, and Audi (which was combined with Lamborghini) posted a 10.1 percent margin. This compares to only around 2.9 percent for the Volkswagen brand.
"Luxury brands are on fire," said Dave Sullivan, an industry analyst at AutoPacific. He said that the average profit margin is between six and eight percent. Brands like Porsche and Bentley have the benefit of competing in rarefied markets. Buyers looking at one their vehicles have fewer models to shop against and don't care as much about price. They can also charge more for options, which further boosts income, according to BusinessWeek.
In a way, we should be more impressed by the continued success from Audi. Its models generally have direct competitors in every segment from the other premium automakers. Plus, their buyers aren't the captains of industry who are shopping for a Bentley. Still, the Four Rings is leading rivals in sales so far this year.