Bentley: no hybrid, diesel bandwagon

The Bentley Continental GT uses at least 16 litres of 98 RON petrol per 100km. Sure, its W12-cylinder engine is moving over 2-tonne of automotive opulence but these days even some of the most extravagant offerings are available with a modicum of green cred.

Arguably this most British of British brands also needs to pick up the green game. But its investment is not in hybrid technology or even an interest in diesel. Instead, Bentley is committed to exploiting biofuels and promoting the availability of E85 ethanol-blend fuel.

According to company executives, Bentley customers aren’t willing to go down the “dirty diesel” route despite developments in diesel technology and the fact its owner Volkswagen’s expertise in oiler offerings is spread throughout its -- and willing partner brands’ -- ranges.

“We’ve asked our customers and indications are they don’t want diesel,” says Bentley’s Head of Marketing and Communications for the Asia Pacific region, Robin Peel.

“But our research tells us the environmental issue with regard to motoring is not something our customers are arrogant about... They’re not the sort of people who don’t care. But in their lives they have the ability to make ‘green concessions’ in lots of other ways. They can afford to invest in wind power at home... and the nanny will drive a hybrid car,” Peel pronounces.

“So they wrap it up in a bigger context. They don’t think: ‘I need my Bentley to be green’ but they are interested in what we’re doing in terms of our environmental policy around E85. At the same time, there’s the principal of having typical characteristics of a Bentley engine and they don’t want to lose that… It’s a balancing act.”

Bentley is “part of a large group with large research capabilities” he reiterated.

Spokesman for the brand’s interests in the Asia Pacific region, Ed Striebig confirmed his colleague’s comment: “We have strong engineering support because we are part of the group... We are uniquely placed because we have access to divergent technologies, whether it’s supercharging or turbocharging, six-speed or eight-speed gearboxes...

“We’re able to choose what’s most appropriate from what’s available in reaction to factors such as customer behaviour or whether it’s market driven or legislative,” he explained. “So we wouldn’t rule anything out, nor would we rule anything in.”

In terms of diesel technology it’s fair to say the VW Group has a lot on offer. Top-shelf brand Porsche, for example, already uses VW’s diesel mills for the Cayenne and Panamera to great effect and Audi puts up diesel variants for almost every nameplate. Even a V12!

Currently customers don’t want a diesel in a Bentley says Peel, however, he was equally quick to add that the brand is prepared to adjust to changing perceptions and in fact anticipates a shift in attitudes over the next three to five years.

Peel says there are two issues his company is investigating with regards to diesel: latest technological developments in refinement and an “emotional aspect for our customers”.

“It’s quite embedded in our customers,” he said. “They’ll have a diesel Range Rover, or their children might drive diesel cars.”

Perhaps more importantly, Bentley’s biggest markets -- the USA and China -- are not big consumers of diesel vehicles. Striebig argues that it is folly for Bentley to pursue market-specific options especially considering its small-scale output.

Meanwhile, Bentley is committed to E85 and while execs admit availability is an issue, performance is unaffected. In fact, Bentley launched the new Continental GT in E85-less New Zealand last week.

Bentley currently has no plans for start/stop function for any of its cars, however, other fuel-saving options have been investigated. The Mulsanne uses cylinder deactivation, for example, and Peel says engineers are considering adding it to the wider Continental range.

Read the latest Carsales Network news and reviews on your mobile, iPhone or PDA at carsales' mobile site