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New Bentley boss nixes any new sports cars in its money-losing lineup

Adrian Hallmark took over the helm at Bentley on February 1 this year. Volkswagen poached him from Jaguar, where he headed the brand's global strategy. Or perhaps we should say re-poached him, since Hallmark served as Bentley's board member in charge of sales and marketing from 1999 to 2005, and helped guide the original Continental GT to market. He's now responsible getting Bentley in better shape financially and sales-wise, and positioning it for growth. Among the products necessary to do that, Hallmark recently told Autocar that flashy coupes won't cut it. "I'll tell you what we won't be building," he said, "and that's sports cars." That means we can forget about the gorgeous EXP 10 Speed 6 coupe that had a rumored place in the lineup after a sub-Bentayga CUV, and the EXP 12 Speed 6e battery-electric convertible. Hallmark cited a few issues with the segment, the first being that the segment hasn't yet recovered from the recession, and the buyer demographic that's left goes up in age every year, clearly a losing game. The kinds of younger buyers who would buy Bentleys, athletes and entertainers, are deterred from the purchase by contractual limitations like injury clauses or aversion to paparazzi photos. As well, in China, wealthy buyers get SUVs or limousines, but Hallmark believes Bentley hasn't adopted the the proper strategy there to take advantage. This is far more than about sports cars for Bentley, though; a recent article in German newspaper Handelsblatt outlined a number of situations the carmaker needs to rectify, including the finding that Bentley's "losing money hand over fist instead of racking up the hefty margins more typical of the class." A German study claimed that whereas Ferrari makes around $80,000 on every car it sells, and Porsche makes a little more than $19,000 on each car (last year it was a little more than $17,000) Bentley loses a little more than $19,000 on each unit. The English manufacturer has posted an operating loss of roughly $92 million through the first six months of 2018, the latest figures in a decline that began in 2014. That financial timeline, however, coincides with Bentley's $1.1B investment in new technologies, which the carmaker cites as the reason for profitability woes.

2019 Bentley Bentayga Hybrid arrives at the 2018 Geneva Motor Show

It's been more than three years since the Bentley Bentayga Hybrid was announced. The British automaker's ultra-lux SUV was released with a 600 horsepower W12, though a diesel variant is available in Europe and a gasoline V8-powered model will soon go on sale. At the 2018 Geneva Motor Show, Bentley finally unveiled the new Bentayga plug-in hybrid with 31 miles of range and a full charge in just 2.5 hours. The Bentayga Hybrid uses a turbocharged 3.0-liter V6 paired with an electric motor. Details on the battery capacity, power output and fuel economy haven't been announced, but expect huge improvements over the current model's abysmal 12 mpg city and 19 mpg highway EPA rating. Like other hybrids, the Bentayga's E Motor acts as both an electric motor and a generator. Bentley says the hybrid will get 50 kilometers or about 31 miles of range on the European cycle. View 12 Photos Power is still sent to all four wheels. Four on-road driving modes — Sport, Bentley, Comfort and Custom — will be joined by three new modes. Using what used to be the start/stop switch, drivers can change between EV Drive, Hybrid and Hold modes, the latter holding battery power for later use. The instrument cluster and infotainment screens have been revised, with an EV Drive meter joining the traditional tachometer. A battery charge meter replaces the coolant temperature gauge. In order to maximize fuel economy and electric range, Bentley uses the satellite navigation to calculate the best use of the powertrain. When a destination is set, the nav system will talk to the computer to determine the best times to use the electric motor, holding the battery's charge until it's most efficient. Ideally, Bentley says the system will deplete the battery's charge completely just as you arrive at your destination. A smartphone app allows owners to remotely check the charge status or search for charging stations along a route or in an area. Other features include remote heating and cooling that will have the car at a set temperature when you're ready to go. A full charge should take 7.5 hours on a standard outlet or 2.5 with a in-home charger. Bentley has you covered here and has partnered with designer Philippe Starck on a custom charger. While it doesn't charge any faster than other chargers, it is quite a stylish piece of equipment. Visually, the Bentayga Hybrid doesn't differ much from the standard gasoline model. The charging port mirrors the fuel filler door on the opposite side of the car.

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