• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock

2

‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion

3

'Dr. Doom' Nouriel Roubini says we're headed for universal basic income or 'some form of socialism' as AI revolutionizes work—He calls that optimistic

1

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock

2

‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion

3

'Dr. Doom' Nouriel Roubini says we're headed for universal basic income or 'some form of socialism' as AI revolutionizes work—He calls that optimistic

Bentley not backing down from luxury SUV

By
Doron Levin
Doron Levin
Down Arrow Button Icon
By
Doron Levin
Doron Levin
Down Arrow Button Icon
November 26, 2013, 8:42 PM ET
Add Fortune on Google for similar content.

FORTUNE — The idea that Bentley, or any ultra-luxury automaker, would manufacture a — shudder! — sport-utility vehicle once provoked a condescending chuckle from brand executives.

No longer. Porsche now offers Cayenne. Maserati, Lamborghini, Jaguar, Alfa Romeo all are developing SUVs. Even Rolls-Royce, a subsidiary of BMW, is considering one — and I’ll lay odds it will happen.

A new generation of wealthy consumers sees nothing déclassé about SUVs. Bentley has been among the last holdouts — and that will end in early 2016, when its SUV comes to market, Kevin Rose, Bentley board member for marketing, confirmed last week in Los Angeles.

Critics panned an earlier version of a Bentley SUV shown at the 2012 Geneva Auto Show. Bentley scrapped its initial design, and the new version is being developed at the company’s headquarters in Crewe, England.

MORE: Why getting into tech isn’t as easy as you think

The reasons for building an ultra-luxury SUV are simple: They make money. High-end customers expect to see them in showrooms, will pay the hundreds of thousands they cost, and, in any event, have been buying Range Rovers, Mercedes G-Wagons, and Cadillac Escalades in the interim. In fact, Bentley discovered that 30% of its owners already own a Range Rover.

A Bentley SUV could add to the bottom line since its corporate parent, Volkswagen, already has invested in the architecture and engineering used for the Porsche Cayenne and VW Touareg. Grafting Bentley flesh onto a skeleton borrowed from Cayenne is far less costly than developing from scratch.

Bentley chairman Wolfgang Schreiber hinted to The Sentinel newspaper in Stoke-on-Trent, England earlier this month that a new SUV could include unspecified “green technologies” — perhaps a hybrid engine.

“For our existing models with their technology platforms,” he said, “it wouldn’t be possible to create a hybrid without starting again and doing it all from new.” At some point, the new SUV could be offered as an electric vehicle, he said.

Before VW bought Bentley in 1998, the automaker was seen as an elegant, though somewhat antiquated, symbol of the British upper crust. Members of the royal family to this day own and travel in Bentleys. The company is very proud of this fact. Indeed, the rear seat of the Mulsanne used by Prince Charles recently was lowered slightly so his consort, Camilla, could easily enter and exit while wearing her hat.

This year, Bentley may reach 10,000 vehicle sales worldwide, consisting of its Continental GT coupe, Flying Spur sedan, and Mulsanne large sedan, which is more or less a limousine. That number constitutes roughly a quarter of the worldwide market for ultra-luxury vehicles and is distributed fairly evenly among China, the U.S., and Europe.

While some automakers brag to shareholders that they can build a car in as few as 30 to 40 labor hours, Bentley boasts the opposite: About 350 hours of craftsmanship are required to build the Flying Spur, and it takes 560 hours to construct the Mulsanne.

MORE: Japan Inc.’s greatest threat? Typhoons.

Anyone who doubts those numbers is invited to Crewe in northern England to watch the workers stitch leather, shape the brightwork, and turn the planks into gorgeous wood grained paneling. About 8,000 visitors a year, including many customers, take Bentley up on the offer.

Once upon a time, a Bentley was something to drive because you were a duke or an aristocrat or maybe a CEO. The car was a status symbol. Bentley has tweaked its pitch: You should buy today’s models, and the SUV to come, because you’ve earned it.

About the Author
By Doron Levin
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

Current ARM mortgage rates report for July 21, 2026
Personal FinanceReal Estate
Current ARM mortgage rates report for July 21, 2026
By Glen Luke FlanaganJuly 21, 2026
1 hour ago
Current refi mortgage rates report for July 21, 2026
Personal Financemortgage rates
Current refi mortgage rates report for July 21, 2026
By Glen Luke FlanaganJuly 21, 2026
1 hour ago
Mortgage rates today, July 21, 2026
Personal Financemortgages
Mortgage rates today, July 21, 2026
By Glen Luke FlanaganJuly 21, 2026
1 hour ago
$5 billion tech CEO says unemployed Gen Z should be out 3 days a week building their network: ‘Sometimes those jobs you want, they’re never published’
SuccessCareers
$5 billion tech CEO says unemployed Gen Z should be out 3 days a week building their network: ‘Sometimes those jobs you want, they’re never published’
By Orianna Rosa RoyleJuly 21, 2026
1 hour ago
FIFA’s $15 billion World Cup payday shows commercialization is the real tournament champion
North AmericaWorld Cup
FIFA’s $15 billion World Cup payday shows commercialization is the real tournament champion
By Marco Quiroz-GutierrezJuly 21, 2026
1 hour ago
A Jersey Mike's logo is displayed outside one of their stores in San Diego, California.
InvestingIPOs
Jersey Mike’s IPO valuation could reach eight times Sweetgreen’s market cap
By Sheryl EstradaJuly 21, 2026
1 hour ago

Most Popular

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock
Success
Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock
By Sasha RogelbergJuly 20, 2026
14 hours ago
‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion
Success
‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion
By Sydney LakeJuly 20, 2026
19 hours ago
'Dr. Doom' Nouriel Roubini says we're headed for universal basic income or 'some form of socialism' as AI revolutionizes work—He calls that optimistic
AI
'Dr. Doom' Nouriel Roubini says we're headed for universal basic income or 'some form of socialism' as AI revolutionizes work—He calls that optimistic
By Jason MaJuly 18, 2026
2 days ago
Warren Buffett says his $147 billion investing career was an accident: ‘I may be one of the 10 luckiest in the world’
Future of Work
Warren Buffett says his $147 billion investing career was an accident: ‘I may be one of the 10 luckiest in the world’
By Sarah GlodekJuly 20, 2026
1 day ago
Current price of silver as of Monday, July 20, 2026
Personal Finance
Current price of silver as of Monday, July 20, 2026
By Joseph HostetlerJuly 20, 2026
22 hours ago
It’s not just Taco Bell lettuce and possible glass in Pillsbury rolls: Food and drink recall events reached a 6-year year-over-year high
Retail
It’s not just Taco Bell lettuce and possible glass in Pillsbury rolls: Food and drink recall events reached a 6-year year-over-year high
By Sasha RogelbergJuly 20, 2026
22 hours ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.