Bentley: KSA dealer among the top three worldwide

LONDON: Robin Peel, international head of marketing and communications, Bentley Motors believes that Saudi Arabia is home to a significant number of Bentley enthusiasts who demand extraordinary levels of bespoke luxury in their Bentley cars.

He disclosed in an interview with Arab News that Saudi Arabia is one of the most significant markets globally and that the Saudi Bentley dealer, Al-Ghassan Motors, is in the top three in the world.
He confirmed that Flying Spur is the best-selling model in the Saudi market.

These are highlights of the interview:

• Which models have accounted for Bentley sales so far this year?
The launch of the sleek and powerful GT V8S and the GT Speed last year helped us to register record sales figures in the Middle East, and both models have made a strong contribution again in 2015.
The introduction of the Mulsanne Speed and GT3-R to the region earlier this year has also had a positive impact on our sales.
Currently, the Flying Spur and Continental GT, with their V8 engines, are proving to be most desirable with our customers.

• How important is the Saudi market to Bentley in terms of market share and best-selling models there?
Saudi Arabia is home to a significant percentage of loyal Bentley enthusiasts, who demand extraordinary levels of bespoke luxury and refined performance from their cars, making the Kingdom one of our most significant markets globally.
We hold a very high market share of the luxury car market in the country and our Saudi Arabian dealer, Al-Ghassan Motors, is one of our top three retailers globally.
While the entire Bentley range is highly appreciated by Saudi customers, ‎the Flying Spur is our best-seller.
The luxury sedan has proved popular in the market due to its unique blend of effortless drivability, high standards of comfort for drivers and passengers, ‎exquisite craftsmanship and sculpted design.
The Flying Spur, in both V8 and W12 variants, continues to drive sales today, accounting for a large percentage of Bentley sales in Saudi Arabia.

• What new models have been introduced to the region this year by Bentley?
This year we introduced our brand new flagship model, the Mulsanne Speed, to the region.
The Mulsanne Speed is the world’s fastest luxury driving experience, defining Bentley as a flagship for driving luxury and performance.
This is a car that is truly tailored for the driver with 530 bhp and 1,100 Nm of torque. New and contemporary styling features define the Mulsanne Speed as a statement in quintessential British luxury.
In June this year, we also introduced our race inspired GT3-R to the region.
Inspired by the Continental GT3 race car, the GT3-R blends proven track and road credentials, allowing customers to experience first-hand the Bentley marque’s return to its racing roots.
Under the bonnet is a high performance retuned ‎version of the Bentley 4.0-liter twin-turbo V8, producing 572 bhp and 700 Nm of torque.
Together with a 100 kg weight ‎reduction and shorter gearing, the GT3-R is the fastest-accelerating road Bentley ever.
Finally, we have just launched our sector defining SUV, the Bentayga, at the Dubai International Motor Show 2015.
The Bentley Bentayga combines unparalleled luxury with effortless performance and everyday usability.‎
With an all-new W12 TSI powertrain, the Bentayga is the fastest, most powerful, most luxurious and most exclusive SUV in the world. It offers a true Bentley driving experience and showcases innovative technology features.

Besboke demand

• How different is the ME region in its demands of Bentley cars; what percentage of cars sold are refined by Mulliner? And what do regional consumers go for in terms of color, trim and equipment?
Middle East customers are very specific in their demands.
They really take on board Bentley’s almost limitless possibilities of customization.
Many of our Middle East customers commission their cars directly from the factory in Crewe, United Kingdom, through our regional dealerships.
They often choose very personal exterior colors that will allow their Bentley to stand out from the crowd, as well as lighter colored interiors. With regard to trim and equipment, customers will often choose hides and veneers that are of a special sentimental value to them.
Mulliner exists primarily to respond to the requirements of Bentley’s most discerning customers.
Our Middle Eastern customers believe in taking the Bentley concept of luxury and pushing it even further through the highest standards of Mulliner craftsmanship.
The Mulliner Driving Specification is highly sought after in the Middle East, where the number of cars with this feature surpasses that of anywhere else in the world.

• What Middle East-specific limited edition models has Bentley introduced in the past?
We have produced some truly unique and luxurious limited edition models specifically for the Middle East region in the past.
In 2013, we introduced the Mulsanne Shaheen, which was inspired by the famous Shaheen eagle and handcrafted by our specialist Mulliner division.
In the final quarter of 2014, we introduced the ultra-exclusive Mulsanne Majestic, which took Bentley’s flagship Mulsanne to a new level — and is the ultimate statement of exclusivity for Bentley connoisseurs in the Middle East.
Limited Editions are driven by desire, and a wish to usually celebrate an occasion.
This is something we guard carefully to ensure authentic exclusivity, and will continue to produce relevant but very small numbers of Limited Editions.

• Has Bentley expanded its service and maintenance structure in the region to cope with increased sales?
As a part of our ongoing expansion and commitment to the region, we moved our regional headquarters to Dubai in 2014 and our Middle East operations team trebled in size.
To service the region’s increasing demands, our local partners and service centers are undergoing continuous development to ensure that we continue to offer the world class services which our customers have become accustomed to.
We have recently opened a showroom in the heart of Doha, Qatar, the first showroom to be inspired by Bentley’s new corporate identity and we are in the process of building a new flagship showroom in Dubai.

• Can you give us an idea about Bentley’s efforts to adopt new technologies (e.g. Hybrid — connected vehicles etc.) in new models?
As a car manufacturer we take a responsible approach to the sustainability of our production and products.
We have been working to adopt new environmentally friendly technologies within our cars.
In 2014, we launched a hybrid concept based on our flagship model, the Mulsanne, showcasing that hybrid technology can enhance even the pinnacle of luxury and performance.
Our specialized hybrid plug in system could increases power by 25 percent, reduces emissions by 70 percent and gives a range of at least 50 km on electrical power alone, but this has yet to be confirmed.
This is something we would like to incorporate into our new models.
We will be introducing a hybrid version of our ultra-luxury Bentayga in 2017, and by the end of the decade at least 90 percent of our cars will be available as plug in hybrids.