Bentley eyes ultra-exclusive auto collectors' segment
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[January 14, 2014]
DETROIT (Reuters) — British luxury
brand Bentley sees a market for ultra limited-edition vehicles that
appeal to clients who place a premium on scarcity, Kevin Rose, board
member for sales, said on Monday.
Bentley has not made a decision on whether to build such a vehicle
but is keenly observing competitors who build cars costing more than
$1 million, such as Aston Martin, which built the one-77, or
Lamborghini which built the Veneno.
"There is a trend toward greater individualization and collectibles,
a limited run of a particular model," Rose said in an interview at
the Detroit auto show.
"We think there is room for one or two models or derivatives which
take us in to those categories," he said, adding that Bentley had
not taken any decisions on whether to go ahead and produce such a
Exclusivity is a strong selling point which has helped push demand
for mechanically similar products in other industries, such as
luxury watches, Rose said.
"Watches and cars do bear some comparison. The reason for choosing
them is not purely functionality."
Bentley also wants to win over new clients by entering new segments
such as the sport utility vehicle market, which the British
automaker plans to enter in 2016.
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"It's targeting customers we currently don't talk to," Bentley Chief
Executive Wolfgang Schreiber told Reuters on Monday.
potential for annual sales of at least 3,000 SUVs, Schreiber said.
After unveiling an SUV concept car, Bentley received 2,000 orders
for the vehicle, even though the carmaker had not yet decided on the
price tag or whether to put it into production, Schreiber said.
(Reporting by Edward Taylor and Irene
Preisinger; editing by Matthew Lewis)
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