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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.

Bentley Bentayga may spawn sportier fastback version

In the past few years, Bentley has shown us two different conceptions about what its future might look like in: the SUV that started life as the EXP 9 F concept and has now entered production as the Bentayga, and the EXP 10 Speed 6 concept that previews a future sports coupe from the stoic British marque. The next step is an SUV that combines a little of each of them. According to Automotive News, engineers and designers in Crewe are currently laying the groundwork for a crossover that would blend the tall form of the Bentayga with the roofline of the Speed 6. The result would be similar in form, we'd imagine, to the likes of the BMW X6 and Mercedes GLE Coupe, only even further upscale. We wouldn't be surprised to see more changes than the roofline and tail section, either, with a sportier front end and more avant-garde headlights (like those we saw on the Speed 6 concept) giving it a sportier, less stodgy appearance all around – and maybe, just maybe, a different nameplate. CEO Wolfgang Durheimer wants to get the fastbacked Bentayga variant ready by 2018 or 2019 – right around the time that Rolls-Royce, Aston Martin, Maserati, and Lamborghini will be rolling out their debut crossovers. By that time, Bentley will have already have had the Bentayga on the market for two or three years, and wants to be ready to fight off the onslaught with something fresh. "Imagine the EXP 10 as an SUV. It doesn't look 'old Bentley, Durheimer told AN. "The Bentayga doesn't stop us from dreaming and looking down the road. The more success we have with it, the more we can take the best of it and run with it." Proceeding with the project will require Durheimer to get approval from the Volkswagen Group head office in Wolfsburg, but the business case seems like a slam dunk. The model would help Bentley (and VW) further capitalize on the $1 billion it already spent developing the Bentayga, following a successful business model laid out by rival BMW and which Germany's other automakers are quickly learning to emulate. This wouldn't be the first time he'd be seeking approval from Matthias Muller on such a project, either. Durheimer successfully ushered the Cayenne into production when he was head of R&D at Porsche and Muller was the brand's CEO.

Bentley putting Mulsanne-based Azure, Brooklands back on the table [w/poll]

Big plans are afoot at Bentley. The quintessentially British automaker has just about signed off on the final version of its new SUV, and will surely roll out more versions of the Continental in the coming years, but that's not all. It's said to be considering a new sports coupe smaller than the Continental GT, but the latest reports coming in from the UK suggest that it also has plans for the Mulsanne's platform.
Currently, the Mulsanne is only available in one configuration, but Bentley is widely expected to be bringing a new, more powerful Mulsanne Speed to the Paris Motor Show this fall with around 550 horsepower. That's not all, however, as word comes in that the Flying B marque is planning to re-introduce both the Azure and the Brooklands as competitors to the Rolls-Royce Phantom DHC and Phantom Coupe, respectively.
For those who don't remember, the Azure and Brooklands were a pair of two-doors based on the Arnage that preceded the Mulsanne at the top of Bentley's range. The Azure was a convertible and the Brooklands a fixed-roof coupe, both of them larger than the Continental GT and powered by the company's evergreen (yet decidedly un-green) 6.75-liter V8.