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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.

Ares Design Coupe for the Bentley Mulsanne is the grand tourer we dream about

Bentley exited the grand coupe business when it made the last of 550 Brooklands models in 2011. The UK carmaker said it will make 19 examples of the Mulsanne Grand Convertible, but that doesn't count as a coupe. So when a U.S. Mulsanne owner wanted his Bentley with a roof but a touch less four-door-y, he went to Italian coachbuilders Ares Design. And not only did Ares do the thing, they did it magnificently. The resulting two-door is called the Ares Design Coupe for the Bentley Mulsanne, and the first of them was just handed over in Beverly Hills in time for a Pebble Beach appearance. Modena-based Ares started with a three-dimensional scan of the sedan, then reworked that CAD file into the coupe they sought by changing just about everything behind the A-pillars. A reprofiled roof replaces the old one, and it falls into a new backlight and longer rear decklid. The engineers moved the B-pillars rearward to install longer front doors, and fabricated new side impact protection for the portals and rear quarter panels. New chrome surrounds on the windows maintain the look as if from Crewe. Yet because the roof and doors are made from carbon fiber, they contribute to the coupe's 992-pound overall weight loss compared to the donor four-door. Inside, Ares replaced the front seats with more rakish thrones, redesigned the interior trim panels to flow with the body style, and matched the wood and leather as if all were factory original. Under the unchanged hood, a tuned ECU means the 6.75-liter twin-turbo V8 produces more than 591 horsepower and 811 pound-feet of torque, both healthy improvements on the stock 505 hp and 752 lb-ft. Completing the transformation, the coupe sits 20 millimeters lower on "a sportier suspension." One report said that a friend of the California owner likes the car so much that a second two-door has already been commissioned. Ares charges $460,000 for the service, to start, and it takes about six weeks. And no, that price doesn't include the donor Bentley. However, that's a lot less than Bentley would charge to make the swap, since the carmaker won't make the actual car. The Italian firm said it wants to keep volumes "ultra-low," yet, "As long as [Bentley] don't make one, we will continue." Although we haven't spoken much of Ares here outside of their Tesla Model S wagon, the firm led by ex- Lotus boss Dany Bahar has kept busy in its four years of operation.

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.