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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.

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.

Bentley CEO says Mulsanne Convertible isn't going to happen [w/poll]

Bentley and Rolls-Royce may be as direct as competitors get, but that doesn't mean they go head-to-head on every model. Bentley is arguably more focused on its Continental line, with the pricier Mulsanne branching off of it. Rolls-Royce, meanwhile, only recently expanded (relatively) down-market with the Wraith and the Ghost on which it's based. For Rolls, it's long been about the Phantom and its coupe and convertible variants. And Bentley doesn't pose much of a challenge in that stratospheric segment.
Crewe discontinued the old Arnage-based Brooklands coupe and Azure convertible in 2009 and 2011, respectively, and hasn't rolled out a successor for either in the few years since. The high-end British automaker revealed a conceptual convertible based on the Mulsanne at Pebble Beach Concours last year and was said to be moving ahead with production plans, but the latest intel suggests that Bentley has taken it off the development table.
This according to Car and Driver, which spoke with Bentley's new chief exec Wolfgang Schreiber at the Frankfurt Motor Show. According to Schreiber, there just isn't enough demand worldwide to justify the development costs - even if it is based on the existing flagship sedan. Apparently Bentley has evaluated that beyond the US and Europe, they couldn't sell enough of them in other markets to make it worthwhile. We'd imagine some Middle-Eastern sheikhs might like to get their hands on a few, but apparently the higher priority is getting the Falcon sport-ute out the door.