With new models like the Bentayga and Continental in its range, it would be reasonable to expect Bentley to be chasing ever-growing sales.
However, during a recent interview with Autocar, boss Adrian Hallmark said the British brand is not aiming for annual sales growth. “We’re not aiming for 15,000 or even 13,000,” Hallmark told the publication.
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Hallmark added that Bentley has sold around 10,000 vehicles annually since 2007. Indeed, it has sold at least 10,000 vehicles for each of the past seven years and, in 2019, sold a total of 11,006 vehicles. Based on Hallmark’s statements, it seems the 5 per cent sales growth Bentley enjoyed in 2019 compared to 2018 was just a happy accident and not something the company set out to achieve.
According to Hallmark, Bentley is looking to increase its profitability not by selling more cars but instead working to increase the profitability of each car it sells. For example, the Continental GT already sells for 22 per cent above its list price on average.
Bentley’s best-selling vehicle in 2019 was the Continental GT, which enjoyed a sales jump of 54 per cent compared to the previous year, helped by the addition of V8-powered Coupe and Convertible variants. The second best-selling Bentley in 2019 was the Bentayga, enjoying an 18 per cent rise in sales over 2018.
