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New Bentley boss nixes any new sports cars in its money-losing lineup

Adrian Hallmark took over the helm at Bentley on February 1 this year. Volkswagen poached him from Jaguar, where he headed the brand's global strategy. Or perhaps we should say re-poached him, since Hallmark served as Bentley's board member in charge of sales and marketing from 1999 to 2005, and helped guide the original Continental GT to market. He's now responsible getting Bentley in better shape financially and sales-wise, and positioning it for growth. Among the products necessary to do that, Hallmark recently told Autocar that flashy coupes won't cut it. "I'll tell you what we won't be building," he said, "and that's sports cars." That means we can forget about the gorgeous EXP 10 Speed 6 coupe that had a rumored place in the lineup after a sub-Bentayga CUV, and the EXP 12 Speed 6e battery-electric convertible. Hallmark cited a few issues with the segment, the first being that the segment hasn't yet recovered from the recession, and the buyer demographic that's left goes up in age every year, clearly a losing game. The kinds of younger buyers who would buy Bentleys, athletes and entertainers, are deterred from the purchase by contractual limitations like injury clauses or aversion to paparazzi photos. As well, in China, wealthy buyers get SUVs or limousines, but Hallmark believes Bentley hasn't adopted the the proper strategy there to take advantage. This is far more than about sports cars for Bentley, though; a recent article in German newspaper Handelsblatt outlined a number of situations the carmaker needs to rectify, including the finding that Bentley's "losing money hand over fist instead of racking up the hefty margins more typical of the class." A German study claimed that whereas Ferrari makes around $80,000 on every car it sells, and Porsche makes a little more than $19,000 on each car (last year it was a little more than $17,000) Bentley loses a little more than $19,000 on each unit. The English manufacturer has posted an operating loss of roughly $92 million through the first six months of 2018, the latest figures in a decline that began in 2014. That financial timeline, however, coincides with Bentley's $1.1B investment in new technologies, which the carmaker cites as the reason for profitability woes.

Bentley marks 95th anniversary with special Mulsanne

The top end of the new car market seldom seems to need much justification for rolling out a new special edition - other than bringing in a few extra bucks and making its customers feel extra special in the process. Bentley, for its part, is celebrating its 95th anniversary this year, and to mark the occasion has released a special edition of its top-of-the-line Mulsanne saloon.
Called the Mulsanne 95, the limited-edition limo gets three very British color options, dark-tint finish for the Flying B hood ornament and special 21-inch wheels. Step inside and you'll find two-tone blue and white leather with red top-stitching, with a 95 motif embroidered into the seats and special illuminated treadplates, all offset by special Fulbeck Walnut panels that come from a single, giant walnut tree some 300 to 400 years old that came down in a storm in Lincolnshire in 2007.
Buyers will be able to choose between Britania Blue, Empire Red or Oxford White, but only 15 examples will be made available, and all exclusively in Bentley's home UK market.

Bentley producing Grand Convertible in grandiose exclusivity

The Googology wiki that celebrates numbers has entries for 42, 151, SpongeBob's Number, and Three Hundred Billion Gazillion. The wiki has no entry for the number 19, which means it doesn't commemorate Steely Dan's "Hey Nineteen," Paul Hardcastle's song "19," or the official production run of the Bentley Grand Convertible. That's right, the abundant and abundantly luxurious Mulsanne-based Grand Convertible will arrive on public roads in 2019. However, Bentley plans just 19 examples of the droptops, and none of them will come to America; only Europe, the Middle East, and Russia have deemed the Grand Convertible roadworthy. Retail price for the Grand Convertible, as if you could buy one in the store, is said to start at $3.5 million - roughly ten times more than the recently-facelifted Mulsanne Speed donor vehicle. ( YouTube gearhead Shmee150 captured the new production look in video taken this month at the Bentley showroom in Dubai.) Actual prices will surely run much higher since Bentley's Mulliner division will oversee the builds. That means custom two-tone colors, shape-shifting diamond quilting inside, Beluga leather, color-matched contrast stitching, and a Burr Walnut tonneau that's the largest veneer ever used on a Bentley. All of that comes before appending every fanciful option an owner consents to fund. Why the wee production run, when Bentley could certainly sell more than 19 specimens? Walter Owen Bentley founded his car company in August, 1919. Even though Walter's first Bentley 3-Litre didn't arrive until 1921, the 19 Grand Convertibles honor the centenary of the company's official founding. Bentley foreshadowed the minuscule production last year, though in a different guise: in March 2016, when Bentley CEO Wolfgang Duerheimer suggested the return of the Azure convertible, the boss said a potential Azure "would be built in [a batch of] 20 units and sold to absolute connoisseurs at a very high price." Give or take a digit, sounds like promises kept. Related Video: