Pulsestacks reported on May 8th, "Bentley Motors will persist in its electrification transformation, planning to introduce plug-in hybrid options for all models by the end of 2024, with the first Bentley all-electric model set to debut in 2026."
At this year's Beijing International Auto Show, Kim Airey, General Manager of Bentley Motors China Mainland, Hong Kong, and Macau, and Group General Manager of Volkswagen Group Sales (China), reiterated Bentley's commitment to electrification transformation. He emphasized that Bentley will continue to uphold the brand's uniqueness in the electrification competition in the Chinese market.
Bentley's General Manager for Mainland China, Hong Kong, and Macau: An Ruike
At this year's Beijing Auto Show, Bentley unveiled three special edition MULLINER models inspired by Chinese culture: the "Ruyi" special edition, the "Jiangshan" special edition, and the "Li" special edition. These models not only incorporate traditional Chinese elements but also blend in many modern touches, showcasing the brand's unique pursuit of innovation.
The special edition model "Jiangshan" leans towards tradition in its color tones and hues, yet features meticulously crafted modern touches such as stone veneers, three-dimensional leather stitching on the door interiors, and metallic accents. This perfect blend of tradition and modernity enhances the allure of the vehicle, showcasing Bentley's ultimate pursuit of detail and craftsmanship.
According to An Ruoke, without multiple rounds of communication with the Chinese market, the MULLINER department would not have been able to deeply appreciate the meaning behind the two Chinese characters "Jiangshan," nor could they have integrated the "Jiangshan" pattern into the vehicle's design in a way that paints a scenic picture.
In addition, Bentley also showcased the global limited edition Continental GT Convertible S model at the auto show. Inspired by surfing, this model draws design elements from the stable space formed by rolling waves, known as the "Green Room," creating a modern and stylish design. This cross-disciplinary design concept once again highlights Bentley's unique understanding of innovation and design.
"Bentley has always been dedicated to providing high-quality and uniquely premium services to its customers," said An Ruoke. "During the customization process, we utilize the powerful and sophisticated design software from Bentley's headquarters in Crewe, UK. We also conduct screen sharing through phone or video conferences to showcase the simulated design outcomes to clients and dealers, facilitating further discussions on design adjustments."
In addition to showcasing car models, Bentley actively seeks collaboration opportunities with high-end brands. Successful examples of Bentley's diversified partnerships include the limited edition whisky "The Macallan Horizon" in collaboration with McLaren, and Bentley Home created in partnership with the Italian luxury furniture brand Luxury Living Group. Furthermore, Bentley collaborates with writing instrument brand Graf von Faber-Castell to produce luxurious Bentley exclusive writing tools, enriching the brand's cultural significance. Within the Volkswagen Group, Bentley also engages in joint ventures, such as the limited edition Diavel V4 motorcycle created in collaboration with Ducati, drawing design inspiration from Bentley's Batur model, showcasing Bentley's cross-disciplinary design collaboration capabilities.
Regarding the performance of the MULLINER department in the first half of this year, An Ruoke candidly stated, "Currently, approximately 30% of customers in the Chinese market opt for MULLINER personalized customization services. Despite various uncertainties in the overall economic and market environment, the growth trend remains positive."
Public data reveals that Bentley's sales in the Chinese market for 2023 amounted to 3006 units, marking an 18% year-on-year decline. Sales in Europe and other Asia-Pacific markets also experienced varying degrees of decline, with only India and Africa showing a slight increase in sales year-on-year.
"In the past couple of years, there have indeed been global economic challenges, and the luxury goods market is no exception," expressed An Ruoke. He believes that sales volume and market share are not the deliberate pursuits of Bentley; the focus now is on meeting specific market demands, avoiding excessive vehicle production, and ensuring the uniqueness and brand value of Bentley vehicles.
In response to the trend of automotive electrification and digitalization, Bentley introduced the "Beyond100" business strategy in 2020, focusing on smart/electrified initiatives. The strategy aims to introduce plug-in hybrid versions for all models by the end of 2024 and launch the first all-electric model by 2026.
"Bentley has developed a comprehensive plan to achieve full electrification. Before the release of the first all-electric model, we plan to introduce plug-in hybrid versions for all models, with no new fuel models expected in the future," stated An Ruoke.
At this year's Beijing Auto Show, the limited edition Bentley Bacur, with only 18 units produced, will continue to set the design direction for future Bentley models. At the same time, Bentley's pure electric models will continue to showcase powerful performance with high torque and output, regardless of the powertrain system used. "Whether using any power system, Bentley's vehicles will convey the unchanged essence of the Bentley brand to customers and the market," said An Ruoke.
At the end of the interview, Kim Airey stated that, in response to the rapid product competition and technological advancements in the Chinese market, Bentley, as a mature brand constantly evolving and innovating, and as part of the Volkswagen Group, is well-prepared. Airey expressed confidence in achieving an all-electric future, emphasizing the utilization of ongoing research and development in technology and design elements to create a truly electric Bentley model for customers.
