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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.

New Bentley Supersports coming in 2014

A report in Autocar says the next Bentley Continental Supersports will be ready for retail duty in 2014. If true, the coupe is meant to follow the same formula as the first generation, which means weight loss, honed reflexes and "improving braking power," that last one an eyebrow raiser because the Continental series already has some of the largest diameter brakes available on a production car.
A vulgar gain in horsepower isn't planned, however; the Supersports was never primarily about pure grunt, but rather being more connected to the grunt the Continental had. The previous Supersports (Bentley no longer offers it) put out 621 horsepower, but it's said that the coming model will move up to 650 hp, and that would put healthy distance between it and the 616-hp Continental GT Speed.
The Supersports would take a place at the head of the Continental line-up, but be briefly usurped there by a road-going version of the Continental GT3 race car if that comes to fruition. But whereas the street-legal GT3 car would be limited production, the new Supersports would be a series offering.

Bentley debating production of either Speed 6 or smaller SUV

A fifth model is coming to the Bentley range, and after the EXP10 Speed 6 concept dropped jaws and a whole lot more at this year's Geneva Motor Show, observers expected the luscious green coupe to get the go-ahead. Yet, since January, Bentley has publicly mulled a new SUV smaller than the coming Bentayga that would "to attract more women and younger buyers to the brand." Now, the firm's marketing director is in the midst of a global research to work up a business case for each model that will decide the matter. The growth of the SUV market and the success of more affordable models forces Bentley to consider the potential money stacks provided by an even more price-friendly entry. The SUV is helped by the fact that it could be built on the same MSB platform that would support a production version of the EXP10 Speed 6. It looks like this is another cage match between heart and incontrovertible business case, yet a nod to the SUV wouldn't necessarily kill the Speed 6, only delay it. The investment for a fifth model begins after the Bentayga goes on sale at the end of this year, with 2020 or 2021 suggested as the production date for whichever new model comes next. There's no reason the Speed 6 couldn't come after that, even though we - and a bunch of potential customers - know the model we'd choose to build right now. According to Autocar, it might take up to two years for a decision. And either model will be draining enough of the company's time, talent, and resources as to mitigate a super-high-performance Continental variant, as we reported earlier. Related Video: Featured Gallery Bentley EXP 10 Speed 6 Concept: Geneva 2015 View 9 Photos News Source: AutocarImage Credit: Drew Phillips / AOL Bentley Coupe Crossover SUV Concept Cars Luxury Performance bentley bentayga bentley exp 10 speed 6