Bentley: the tradition continues

Is Bentley about to champion more than buck-hungry, gas-guzzling luxo barges? Short answer is no. The Volkswagen-owned British brand is set to stay true to its big-car, big-dollar roots.

Bentley Motors this week launched its beautiful new Continental GT coupe to local media. The place: equally beautiful Queenstown. The price: $405K and over $2.20 per litre for juice alone to motor the grand coupe around the area's wonderful roads. Aussies aren't (yet) paying that much for petrol but the Conti's 6.0-litre W12 engine requires 16.5L/100km (for a combined cycle) meaning anyone is likely to feel some pain at the pump... Or at least their accountant.

Nonetheless, Bentley has no intention of downsizing. That goes for segment sizing and keeping big, powerful petrol engines.

Bentley's Head of Marketing and Communications for the Asia Pacific region, Robin Peel told the Carsales Network that unlike luxury brands such as Aston Martin, his company had no plans to build a small car or even a smaller model than those in its current lineup. The long-time Bentley boy admitted, however, that one should "never say never" and the constantly changing demands of the auto industry meant the company needed to consider all developments.

"Our ethos is not about small cars and it never has been," he suggested. "But at the same time we must always look ahead... The automotive world is changing so rapidly, from a whole host of emissions legislations; customer needs and requirements and [accommodating] various markets.

Meanwhile, the simple fact is Bentley buyers aren't asking for a small or smaller car. Peel admitted there was "market space" underneath the Continental but "forever we've been about grand touring."

"And grand touring is not about small, frantic, high-revving performance cars; it's about oodles of power and torque, and huge performance but in a way that is relaxed, easy and luxurious. That's embedded in us.

"From Bugatti to Lamborghini and the upper echelons of Audi... There are other cars there which the group has and we have a group perspective. Basically, why would we have to do that [offer smaller or more sporting cars] when Bugatti or Audi or somebody else will have whatever it is a customer is after," he argued.

Peel said that apart from maintaining "Britishness" in its cars, customers are still demanding a "traditional GT driving experience". He claims Bentley has owners who also have a Porsche or Ferrari to serve highly sports-oriented driving, and owners "that say 'I've done that bit; I've done the Ferrari days'."

Peel added the company is a small outfit and "can't afford to invest millions of dollars in several lines". He admits the revered brand is constrained by its volumes but benefits by belonging to the Volkswagen Group, with the ability to exploit the relationship in terms of borrowed technology and accommodating customers' requirements.

The new Continental GT is available for order now.

Visit the Carsales Network again for our upcoming 'local' drive impressions of the new Bentley Continental GT.

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