Bentley’s CEO, Wolfgang Schreiber, revealed that Bentley has already received 2,000 advanced orders for its upcoming SUV, despite the fact that the car’s final styling and price are still unknown.
Although the SUV has not been officially approved yet for production, Schreiber said the project has passed a series of green lights, with only a few hurdles remaining – one of which is where it will be built.
Bentley’s Crewe plant in the UK is competing with the VW Group’s Bratislava factory in Slovakia to gain production of luxury brand’s first SUV, which was previewed by the EXP 9F Concept at the 2012 Geneva Motor Show.
It will be a close fight, as Crewe has the traditional crafting skills that Bentleys are famous for, while Bratislava already manufactures the Audi Q7, Porsche Cayenne and Volkswagen Touareg, on which the new Bentley would be based. Furthermore, the facility in the Slovakian capital has spare capacity.
According to Schreiber, there is no decision yet on the plant that will build the new SUV. “The Volkswagen Group SUVs are built in Bratislava and that is one good option, but Crewe has the skills and craftsmanship with the things you see and smell and the group knows that,” Schreiber said at the company’s annual press conference.
However, he admitted there is a chance that the car could be built in Bratislava, with interior parts to be shipped from Crewe. Whatever VW Group’s decision is, Bentley’s “Britishness” and the “Made in Crewe, England” plaque that adorns its every car are “extremely important to customers,” according to Kevin Rose, board member for sales and marketing.
This is especially important in markets like China and Russia, where the new SUV is expected to have its highest sales, along with the United States. A confirmation on the plant that will build the first Bentley SUV is expected within weeks.
By Dan Mihalascu
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