Bentley targets long-term development in China

Bentayga launch and CSR efforts boost company's presence

Targeting high-end customers looking for luxury and performance, Bentley has created a new segment of super luxury sports utility vehicle and launched its first SUV model, the Bentayga on Oct 23 in Chengdu, Sichuan province.

"With its combination of unparalleled luxury, effortless performance and everyday usability, Bentayga will meet the needs of our customers perfectly," said Ricky Tay, managing director of Bentley Motors Greater China.

Bentley is confident in the Chinese market and the performance of Bentayga here. "The China market, and our customers here, have been of great importance to Bentley since before we even entered this market," he said.

The British luxury automaker estimates a further expansion of its potential customers in China, under the current new economic normality.

"The number of high net worth individuals in China will have grown by about 23 percent this year. With the rapid growth of HNWI and successful entrepreneurs, our potential customer group expands further, inclusive of people from different industries and with a variety of lifestyles," Tay said.

Tay said Bentley customers are sophisticated and possess refined taste, pursuing a high quality of life.

"Most of them like to travel and enjoy as much family time as possible," he said.

SUVs have become increasingly popular with Chinese vehicle owners in recent years. This year, the country's SUV market has been the main driving force for a slowing auto industry, in a market where monthly sales of passenger cars have been falling year-on-year since June.

According to the Chinese Association of Automobile Manufacturers, 453,000 SUVs were sold in August, a 45.58 percent rise from the same period last year.

"With this extraordinary car we are looking forward to an exciting period of strong growth and sales success for Bentley," said Wolfgang Drheimer, chairman and chief executive of Bentley Motors, last month at the Frankfurt Auto Show, where the Bentayga made its global debut. "The Bentayga is the next step in our brand's bold future."

Powered by an all-new twin-turbocharged 6.0-liter W12 TSI engine, with a maximum output of 447 kW and 900 Nm peak torque, the Bentayga is able to reach a top speed of 301 km/h, marking it the fastest, most powerful SUV ever.

With 8-speed transmission, the four-wheel drive, 3,250-kilogram model accelerates from zero to 100 km/h in just 4.1 seconds.

The all-new W12 engine combines fuel efficiency and refinement with ultra-luxurious levels of power and torque. With strong on- and off-road performance, Bentayga sets a new pinnacle of luxury and performance.

According to a recent report by BBC, Queen Elizabeth has become the first Bentayga customer.

Bentley's foray into the SUV arena indicates its savvy strategy in the market, while it never forgets to pay back to society and commit itself to philanthropy.

After the launch of the Bentayga, Bentley and Bentley vehicle owners joined with the China Foundation for Poverty Alleviation to continue its Village Education Program, which aims to become a sustainable project that focuses on inspiring underprivileged students in Bentley customers' hometowns to achieve their personal goals through education, and encourage them to return to make contributions to their hometowns.

In the belief that education is the best way to optimize the role of corporations alleviating world poverty, Bentley announced last month that it would help 500 students from poor rural areas in Anhui, Yunnan, Sichuan and Hebei provinces finish their three-year studies at senior middle school from 2015 to 2017, and if the students enter university, Bentley will continue to support them.

The company supports underprivileged students gaining access to quality education. This is not only an aid plan, but also an educational plan, Bentley said.

For those excellent students who enter university, Bentley will offer internships at Volkswagen Group in China; and outstanding interns will be offered positions with the company.

On Sunday, the brand hosted a speech contest for students from Changchi Middle School in Nanjiang county, Sichuan province, which was affected by a massive earthquake in 2008. Fifty students from the school have been funded by the program.

"Bentley believes in the power of knowledge and education, and decided to take action to contribute to village education," said Tay. "We are here to help inspire students to see and recognize the beauty of the world."

The program also takes Bentley customers back to their hometowns to visit schools that it assists, so they can share their experiences in various fields with the students to help them plan career paths.

It provides a platform for Bentley customers to make an active contribution to society, Tay said.

"I was deeply moved by the speech, and the atmosphere was great," said Li Qi, 40, a Bentley owner who is a successful entrepreneur from Sichuan.

Li said he would participate more in such activities in the future, and spend more time with the students.

"For those students, the best contribution they can make to society is to know what they want, and have decent lives when they grow up," Li said.

Li owns several businesses and his companies have financially supported several students, some of whom are now university freshmen.

Li plans to bring those college students to visit the schools Bentley aids, so they can also speak with the students and give them an understanding of college life.

Wu Jing, a 16-year-old student from Changchi Middle School who is a beneficiary of the program, said it has helped motivate her to study hard and plan to go to a good university.

"I would like to choose economics as my major at university, so I can find a good job," Wu said.

The company's corporate social responsibility efforts reflect Bentley's strong culture of giving back to the needy and all of society.

The company has vowed to join with its vehicle owners to continue its efforts in this field in the future.

duxiaoying1@chinadaily.com.cn

(China Daily 10/29/2015 page19)