Bentley Considering Increasing Production of Bentayga SUV
More than 10,000 Preorders Far Surpass Initial Target of 3,600
Whether B-segment crossovers or near-$100,000 luxury models, the world has gone crazy for SUVs, and the mania shows no signs of abating. Even for the very top of the pyramid, Bentley is seeing unprecedented customer interest for its $200,000-plus Bentayga. The Volkswagen Group’s ultra-luxury brand planned an initial first-year production of 3,600 units at its factory in Crewe, England. Bentley has received 10,000 preorders from customers. To help meet the strong demand, the company is reportedly planning to increase the production capacity for the SUV to 5,500 units per year, according to Reuters.
The production increase would depend on the ability of suppliers to meet the higher demand and would likely require adding an additional production shift. Although economic growth has slowed somewhat in traditional ultra-luxury markets such as the Persian Gulf petro-states and China, demand at the very top of the luxury market is as strong as ever, with vehicles priced more than $135,000 projected to reach more than 100,000 unit sales globally by 2020.
The Bentayga will soon be joined by an entry from former sister-brand Rolls-Royce, which is projected to surpass the Bentayga’s hefty $200,000+ pricetag. Additionally, high-end SUVs are expected from Mercedes-Maybach, Audi, and BMW, which will likely top $100,000 fully optioned.