Bentley’s bespoke dream machines to continue

If Bentleys are built for millionaires, then Mulliner Coachbuilt vehicles are for the filthy rich.

Bentley’s custom coachbuilder has created several low-volume works of automotive art in the recent past and following in the footsteps of the Bentley Blower Continuation Series – whose leaf springs and shackles were fashioned by a blacksmith – the British brand has all but confirmed it’s committed to the cause.

Indeed, Bentley is leaning into its coachbuilt credentials and is set to release more low-volume masterpieces like the Blower soon.

“This is part of what Mulliner does, it is part of our genes to have coachbuilt cars and special commissions for customers,” explained Bentley’s sales and marketing exec and board member, Christophe Georges.

“So we did some recreations of Blower and Speed Six and this is clearly something which got some traction in the marketplace and which have been quite successful,” Georges told carsales.

When the Bentley Blower was launched in late 2020, just 13 vehicles were built – and only 12 sold – at a price of just over $3 million a pop.

“And yes, we cannot tell you what and when, but we are considering continuing this activity,” said the Bentley exec.

Asked if the return on investment is optimal for such artisanal vehicles, which in the case of the Speed Six and Blower required the engineering teams to laser scan almost every single part and component of the original 1930s vehicles, Georges said it was.

“Yes, I believe it’s wise to be consistent with what the brand position is and what we can offer as Bentley,” he said.

“We are at the top of the luxury sector – not alone – some other brands are enjoying the same position.

“But this is a good demonstration, this is part of what we need to do, being able to justify credibility in the market, cars at a price of two million [US dollars] tell a lot as well about the power of your brand.”

It’s not yet clear in what direction the next Bentley Mulliner Coachbuilt project will travel, whether a Continuation Series that reprises classic car design or something more modern like the Batur and Bacalar, which were designed to be innovative and evolve the brand’s optics.

“You have to nourish the power of your brand doing this kind of project, if it makes sense,” he said.

“So that’s what makes people dream and what continues to support our positioning in the marketplace overall, for Bentley overall.”

Whatever transpires, a nostalgic nod to the past or another ultra-modern design revolution, it appears that Bentley Mulliner has one goal: don’t just make cars, make history.

And if you have to ask the price? Well, you know how that story ends...

Join the conversation at our Facebook page
Or email us at editor@carsales.com.au