Bentley Bringing New SUV to Mexico

Bentley competes in a segment with its own rules and behaviors, which means that its market strategies have to be equally unique. Currently, Bentley is organizing events for potential customers in Mexico City, Guadalajara, Puebla, and Monterrey, hoping to achieve 17% growth by the end of 2015. Bentley is the only luxury brand in Mexico with full support for its sales and service operations from the Volkswagen Group. The company’s vehicles are divided into three main families: Continental, Flying Spur, and Mulsanne. The Continental family includes coupes with several versions and two engine options, namely V8 and W12. With a starting price of US$290,000, Continental is aimed at customers who enjoy top-speed performance with style and luxury. The Flying Spur family has two versions of 4-door sedans with either a V8 or a W12 engine. The starting price for this line is US$280,000, and is designed for people that like a daily fix of luxury in their lives. Finally, Bentley’s flagship line is the Mulsanne, with two different versions, both of which boast V8 engines. Cars in this family have a starting price of US$420,000, and were designed without sparing any expense on comfort, technology, and engineering. There are definite preferences in the Mexican market for the different Bentley models, with the Continental line representing 45% of sales, Flying Spur accounting for 50%, and a 5% market share for the Mulsanne. In terms of engines, the company has noticed a strong preference toward W12 models. Additionally, the development of the luxury market indicates that there is an attractive niche for a top-of-the-range luxury SUV.

According to Francisco Torres, Director of Bentley de México, the brand is planning to add one more model to its prestigious portfolio. “The Bentayga is the first Bentley SUV, and will be introduced in the middle of 2016,” he explains. “We are already anticipating remarkable success for this model in the market, and we will soon have an exhibition in a very exclusive shopping mall in San Pedro Garza Garcia, Nuevo Leon, to prepare for the its arrival.” The amount of leather, veneers, stitches, materials, colors, and sound systems offer a huge amount of choice to buyers, making every Bentley a unique piece of automotive artistry. “Ordering a Bentley is like buying a tailored suit, only far more exciting,” smiles Torres. “You visit our dealership in Polanco where a brand ambassador takes care of all your wishes, and six months later you receive a beautiful 60%-40% combination of highend technology and fine craftsmanship.”