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Bentley wants to get into the coachbuilding business

There was a time when a customer would buy a chassis from an automaker like Bentley and then take it to a coachbuilder to have whatever bodywork they wanted put on it. The practice was particularly prevalent in Bentley's earlier days, but the industry has progressed in such a way - with tighter regulations and unibody construction - that such a practice is no longer feasible. But Bentley wants to get back into that business.
Speaking to UK trade publications recently, Bentley sales chief Kevin Rose indicated that the company is looking into setting up a special division within itself to meet the demands of extremely wealthy customers who want to commission their own coachbuilt custom creations. It's an emerging trend that's seen Ferrari Special Projects build one-offs like the F12 TRS and SP12 EC and McLaren Special Operations the outlandish X-1, and Bentley wants to get in on the action.
It wouldn't be the first even to rebody a contemporary Bentley in recent years. Carrozzeria Touring Superleggera offers the Flying Star (pictured above) that turns the Continental GT into a shooting brake, and Dany Bahar's new coachbuilding outfit Ares plans to do the same. By bringing it in-house, however, Bentley would be able to pick the chassis up off the assembly line at the right time and provide the necessary support and factory backing.

Bentley courting Maybach celebs with letter-writing campaign

When Daimler let slip that Maybach was on the chopping block, the German automaker reportedly insisted that ultra-luxury editions of the Mercedes-Benz S-Class would replace the doomed marque. We're all for a smattering of low volume, seriously pricey S-Class variants, but will the richest and most influential Maybach buyers feel the same way?
Automotive News reports that Bentley is betting that stars like Jay-Z and Samuel L. Jackson will want more than a gussied-up Benz, and the luxury car make is sending out olive branches in the form of a letter campaign. The premium Volkswagen brand is asking the high-rollers to step into a Bentley Mulsanne or perhaps a top-shelf Continental GT. To help persuade VIPs to switch to Bentley, the automaker is inviting select Maybach owners to tour its Crewe, England home.
Given the fact that many typical soccer moms and dads can afford an ML-Class, we can see why some movie stars and sultans would want to steer clear of the Three-Pointed Star. But is Bentley really going to gain much by wooing the 200 annual Maybach buyers? If a few more rap stars roll in a Bentley in their next music video, then the answer would appear to be yes.

Bentley poised to join four-door coupe game?

Bentley may be all hot and bothered with plans for its finally approved ultra-lux SUV, but the marque's attentions may not solely be limited to a two-box range expansion. That's according to AutoExpress, which quotes company CEO Wolfgang Schreiber as being interested in launching a 'four-door coupe' variant of its popular Continental range (pictured). According to Schrieber, "I definitely wouldn't say no to the idea... with the new Flying Spur, we have a model that supports the Mulsanne, and a coupe with four doors could sit below that."
The more rakish sedan isn't tipped to launch before 2016 - the brand will be too busy launching the Flying Spur and furthering work on the as-yet-unnamed SUV to pull ahead the project. The plan would appear to make a lot of sense, as the additional bodystyle on the back of the Continental platform would likely command more money than the rest of the line (see also: Mercedes-Benz CLS and BMW 6 Series Gran Coupe) while basically just being a new top hat on an existing architecture. This isn't the first time AutoExpress has promulgated this Bentley 4DC idea, however. Back in 2010, it offered a similar report, but at that point, it anticipated the model would be cheaper than the Continental, suggesting it would be based on a platform shared with the Audi A7.
AutoExpress notes the additional model would help Bentley achieve its ambitious sales targets to drive from last year's 8,510 units sold to 15,000 by 2018, though most of that volume still figures to come from the new utility vehicle.