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Bentley CEO Adrian Hallmark explains carmaker's situation and plan for recovery

In August, we posted on some of the issues plaguing Bentley at the moment, namely the large loss the carmaker's posted this year. The same Autocar piece we referenced, carmaker CEO Adrian Hallmark said Bentley would not be making more sports cars. Bentley wrote to us to clarify that a single year's loss isn't a calamity, that "it is a mistake to suggest that sports cars are the same as GTs," and that the brand "will continue to design, engineer, and craft" GT cars. We must note, though, that at the time, Hallmark himself said, "The sports car sector – like our own...." More recently, Hallmark expounded on some of the factors slowing the company down this year, from delayed launches to exchange rates. Through the first nine months of the year, Bentley sold 6,654 units, an 11 percent decline from the 7,498 units sold through the first nine months of 2017. In addition to other matters like huge investments in new technologies, that helped the Crewe carmaker to a $44.7-million year-over-year drop in revenue, and a $156-million overall loss, compared to a $35 million profit over the same period last year. On top of declining sales overall, the nine-month delay in launching the Continental GT, the brand's second-best seller, was the first of two big issues causing red finances. Hallmark said the Continental GT "just wasn't ready for launch. But we'd paid for it – we'd paid all the money out, but not got any money back in." Having got that sorted, the second issue arose: WLTP certification. Unlike the New European Driving Cycle (NEDC) before it, the Worldwide harmonized Light vehicles Test Procedure requires every model variant get tested for certification. Hallmark told Automotive News Europe, "We were not quick enough unfortunately to book capacity or prioritize our derivatives within some of the group processes to get them certified on time." Bentley wasn't alone in this; Volkswagen had only managed to get seven of its 14 models approved by September 1 when the WLTP rules took effect. Bentley's much smaller scale exacerbated the problem, turning the situation "close to catastrophic." Hallmark said the snafu robbed the Bentayga of 300 to 400 sales - a gigantic number with respect to a $200,000 vehicle - and pushed the Bentayga plug-in hybrid launch back to March 2019 so Bentley could get volume models certified. Furthermore, preparing for Brexit hasn't been easy on any of the UK's manufacturers.

Baby Bentley studied for 2020, but it might not be cheaper

Bentley may step down a segment with a new, smaller luxury car that it hopes to have ready by 2019. The British luxury marque's fifth model line, assuming that its SUV ever makes it to market, though, is still in the earliest planning stages.
Kevin Rose, Bentley's head of sales and marketing, spoke with Autocar at the Geneva Motor Show about the proposed new vehicle. "At the moment, our line of thinking is for a smaller car. But smaller doesn't necessarily mean cheaper," he said. The brand believes the price floor of its models should be 100,000 pounds ($167,240).
The smaller Flying B isn't the only project being worked on. Rose hinted that it is considering an even more expensive model above the Mulsanne priced at around 300,000 pounds ($501,735) that would compete with the Rolls-Royce Phantom. "The twin pillars of the Bentley brand are performance and luxuriousness. Any car that offers something unique, with both of those bases well covered, is on the table," he said.

2023 Bentley Bentayga Extended Wheelbase revealed as new flagship

Bentley has been without a true flagship model since it ended production of the Mulsanne in 2020. It pledged to fill the gap, and it kept its promise by developing a longer version of the Bentayga called Extended Wheelbase (EWB) that offers passengers a limousine-like cabin. Stretching the Bentayga, which is Bentley's best-selling model, was more difficult than it might sound; the Volkswagen-owned British firm notes that it spent a nine-figure sum on the new model. It notably redesigned the side panels, the underbody, the rear doors and the roof. The investment should pay off, because the EWB will account for about 45% of Bentayga sales when it enters production later in 2022. About 7 inches were added to the Bentayga's wheelbase, and the rear-seat passengers are the sole beneficiaries of the extra sheet metal. In its standard configuration, the EWB offers a 4+1 seating configuration with outer rear seats that are heated, ventilated, 16-way power-adjustable and capable of giving you one of five massages. Buyers who want the ultimate in comfort can order the Airline Seat Specification, which Bentley calls "the most advanced seat ever fitted to a car" — that's a bold statement. This option brings individual rear seats with a backrests that can recline to a 40-degree angle and a Postural Adjustment function that changes the shape of the seat to ease pressure points. Interestingly, the system is capable of providing 177 adjustments every three hours and making a three-dimensional twist. Selecting the Airline Seat Specification also brings a system called Seat Auto Climate that relies on sensors to maintain a pre-set seat temperature; passengers have six levels to choose from. The contact temperature and the surface humidity are both measured on the cushion and in the backrest, and the seat's heating and ventilated elements are activated as-needed to ensure the occupant is comfortable. Alternatively, buyers can order one of two additional configurations called Four Seat Comfort and Five Seat, respectively. While the regular-wheelbase Bentayga is available with three rows of seats, the EWB is two-row only because it caters to buyers who primarily want space. The list of options is astonishingly long; Bentley notes that 24 billion trim combinations are possible.