Bentley excited for dealership growth and electrification in China

British luxury carmaker Bentley is optimistic about its growth potential in China after a record number of deliveries in the country during the pandemic-stricken 2020.

Last year, it delivered more than 2,800 vehicles in China, up 48 percent year-on-year. In the first quarter of this year, the sales were double the figure of the same period last year.

"Right now, we're focusing on deliveries because we have so many, and customers are waiting for their vehicles," said Bernd Pichler, managing director of Bentley Motors Chinese mainland, Hong Kong and Macao.

Pichler made the remark when asked last week at the Shanghai auto show about Bentley's top priorities in China this year.

Pichler also discussed the importance of introducing new models to the market and growing Bentley's retailer network in the country.

The luxury carmaker has over 40 dealerships in China, but Pichler said there is demand for more.

"So far, we have a very lean and very strong network," he said. "But we have to look at enhancing it now because China is so big and developing very fast.

"We have tier-two and tier-three cities where customers want to drive a Bentley, and they don't want to have to go to the next big city to buy the car and get it serviced."

The luxury brand's popularity in China comes thanks to the country's growing wealth and economic success over the past decades.

"China is the country that by far, added the most GDP per capita. China is miles ahead of everyone else," Pichler said. "And the number of ultrahigh net worth individuals is growing rapidly in the country as well, as reflected by their luxury spending."

Bentley's products are helping attract those people, many of which are pretty young compared with those in other markets.

Its sales momentum last year came primarily because of the new Flying Spur and the new Bentayga SUV.

"I'm absolutely, positively surprised with the reception of the brand, especially by younger generations," Pichler said. "Awareness of Bentley and its image are very high in the market, so we're looking toward a prosperous future."

As the biggest market in the world for both volume brands and premium and luxury brands, Chinese customers are having their voices heard at Bentley's headquarters in the United Kingdom.

"We do customer clinics in China where we talk to the customer, and get feedback to ask: 'what do you expect from an electrified vehicle going forward?' or 'what do you expect from a Bentley?'

"So, I'm more than confident that we will have a strong voice back in the headquarters, and that Chinese customers' tastes will always be considered."

The luxury carmaker is moving forward to introduce its latest models into the country, including the new Bentayga Hybrid, the Continental GT Mulliner and the new Flying Spur V8, at the Shanghai auto show.

Its plug-in hybrid Bentayga made its China premiere last Monday. It was created by Bentley Mulliner specifically for a customer in the country.

The green-themed car was inspired in the context of Chinese culture. And the 3.0-liter turbocharged V6 engine and e-motor offer smooth and silent mobility.

This is part of Bentley's Beyond100 strategy unveiled late last year, which among other things focuses on electrification.

By 2023, Bentley will have a hybrid vehicle in every model line. By 2030, every single car launched will be fully electric.

Pichler said he is not worried whether electrification will affect luxury.

"Electric vehicles are excellent from a performance perspective. However, if we look at Bentley, there's no other car with this level of comfort and luxury in its interior that can still accelerate so fast."

He said luxury is not only defined by performance, but first and foremost the materials that are used, or with the color combinations that customers can choose.

"Every car will be pretty fast, but we will focus more on how we can make ourselves different and how we can express ourselves in an even better way.

"That's why I'm very confident to be with Bentley, because I don't see any other brand being as brilliant in personalization," Pichler said.