At the 2024 Beijing Auto Show, Bentley will bring a lot of customized models. Based on its personalized customization department MULLINER, only one model will be available in the world Continental GT Convertible version S, Bentley Batur model with a limited quantity of 18, and Bentley representing the brand's new energy prospect Gallop (Configuration |Inquiry) Plug in hybrid Yadu version, and popular ultra luxury SUV models Tim Yue (Configuration |Inquiry) For the long wheelbase MULLINER version, it can be said that at this auto show, Bentley's luxury and sportsmanship are well integrated, and the ability of personalized customization is extremely expressed, and it is very suitable for Chinese culture and integrated into the car.
Bentley China's personalized customization has grown steadily
For the product freshness and Chinese cultural design inspiration embodied by Bentley at the Beijing Auto Show, Sina Auto interviewed the executive general manager of Bentley in mainland China, Hong Kong and Macao, and the group general manager of Volkswagen (China) Sales Co., Ltd. KIM AIREY.
An Ruike said that Bentley has always been providing customers with high-quality and unique services. The three models launched at this Beijing Auto Show were inspired by the Chinese culture taken by the MULLINER department, namely, "Ruyi" special edition, "Jiangshan" special edition and "Li" special edition.
"Jiangshan" special edition: this edition is to carry out multiple rounds of communication with the Chinese market, reach a deep understanding of the meaning behind the two Chinese characters "Jiangshan" by the MULLINER department, and integrate the "Jiangshan" pattern into the design of vehicles in a way of painting landscapes.
"Ruyi" special edition: limited to 3 sets, the design is based on the objects Ruyi, which are mostly owned by princes and nobles in ancient China, implying that everything is going well. The seat back is embroidered with a golden Ruyi pattern. For the first time, the MULLINER department has adopted the custom design of seal script Chinese characters. The flexible and powerful "Ruyi" seal script Chinese characters are presented in the body logo, the welcome pedal and the passenger side dashboard, showing the identity of a special version of the vehicle.
"Carp" special edition: a limited number of 8 sets are made by craftsmen, inspired by the carp that symbolizes auspiciousness and prosperity in Chinese culture. Six carp patterns are integrated into the interior of the luxury cabin. Carps with different shapes are distributed on the seat back and the inner door sill panel, swimming clockwise, embracing the driver and passengers to share the luxury journey.
In view of this series of customization, KIM AIREY frankly said that the design software of Bentley Automobile Headquarters was used for communication on customization details, and screen sharing was carried out through teleconference or video conference, so as to show the design results simulated on the software to customers and dealers, and then further communicate the results of subsequent design details adjustment.
Aiming at the personalized customized models brought by the cultural collision between Bentley and different fields, KIM AIREY said that Bentley has been looking for cooperation with high-end brands, such as the first limited edition whisky, The Macallan Horizon, jointly designed and manufactured by Bentley and Macallan, which uses a unique 180 degree twist bottle, It also draws on the horizontal design curve of the automotive industry, and integrates the design essence of excellent single malt whisky and extraordinary cars.
In addition, products jointly created with Bentley Home; Cooperate with the writing tool brand Faber Castell to create luxury Bentley exclusive writing tools and other works; Cooperate with Volkswagen Group to create a limited edition Diavel V4 motorcycle.
For the demand of personalized customization, KIM AIREY revealed that at present, the proportion of customers who choose Mulliner personalized customization services in the Chinese market is about 30%. Even in the context of the global economic slowdown, its growth trend is very good.
Bentley does not pursue sales/market share target
In the exclusive interview with KIM AIREY, it was obvious that the sales problem in China could not be avoided. Public data showed that Bentley's sales in the Chinese market in 2023 would be 3006 vehicles, down 18% year on year. Sales in Europe and other Asia Pacific markets also declined to varying degrees, with only slight year-on-year growth in India and Africa.
Under such performance, as an ultra luxury brand, although the sales of ordinary passenger cars cannot be used to measure the performance, there must be some targeted adjustments. KIM AIREY said that Bentley would still use market demand for production and would not produce too many vehicles in advance to put them into the market.
KIM AIREY said frankly, "Sales volume and market share are not the goals we deliberately pursue, but the results we achieve after fully meeting the market and customer needs".
Bentley Electric/Smart will execute according to strategy
Like other ultra luxury brands, the transformation of products to electrification and intelligence is one of the problems that must be faced. As early as 2020, Bentley released its strategy for intelligence/electrification - "Beyond 100" business strategy. The strategy package will introduce plug-in hybrid versions for all models by the end of 2024, and plans to launch the first pure electric model in 2026.
In terms of product technology, KIM AIREY said that no matter what kind of technology, Bentley car will convey the unchanged essence of Bentley brand to customers and the market. For example, both plug-in and pure electric power have the same performance as surging power, such as high torque and high power output.
In terms of the change of appearance design and interior style, Bentley Batur, which is limited to 18 vehicles brought by this Beijing Auto Show, will be the direction of Bentley's future design language.
In the aspect of intelligent driving that everyone is concerned about, KIM AIREY said that Bentley has gradually transitioned from Level 1 to Level 2, and has now realized functions such as adaptive cruise, lane assistance and night vision system. Bentley will keep pace with the development of modern science and technology and constantly adjust the applied technology.
In the prospect of digital Internet of Vehicles, Bentley will not only extend the functions of mobile phones to car phones, but will fully consider the needs of Chinese customers.
At the end of the interview, KIM AIREY said that in view of the rapid product competition and technological change in the Chinese market, he said that "Bentley, as a very mature brand, which is constantly developing and innovating, and as a member of Volkswagen Group, we are fully prepared for this, and we are confident in the future of pure electrification. Bentley has always adhered to the spirit of pioneer and innovation since its inception, and we will promote the process of electrification transformation according to the plan.
Bentley is ready for the first pure electric vehicle to enter the market in 2026, and before that, Bentley will launch the plug-in tram model for transition.
