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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.

Set your Bentley Bentayga apart with Mountain Marquetry trim

One of the best things about the ordering process at Bentley has got to be the sheer level of customization on offer. We're especially fond of the wood veneers. But if none of them meet your high standards, the company's Mulliner division now offers this intricate Mountain Marquetry dashboard design. The hand-crafted artistic vista depicts the Roque Bentayga, the mountain formation located on Gran Canaria in Spain's Canary Islands from which the company took the name for its new sport utility vehicle. The time-intensive installation is made of 32 layers of wood taken from six different species of tree. We don't know just what woods Bentley's artisans use to weave the wooden tapestry, but as it is, the Bentayga alone is available with an array of seven such options, including chestnut, eucalyptus, ash, madrona (a type of Ericaceae indigenous to our West Coast), two types of burr walnut, and a piano-lacquered walnut. If you're not into the whole wood thing, Bentley has also been known to offer trim in alternative materials like carbon fiber, aluminum, and even stone. It goes without saying, of course, that all of this comes at a price. We wouldn't be surprised to discover that said price could get you an entire second automobile. But cost is seldom an object for many Bentley customers who want their automobile to stand out from all the other Bentleys parked at the country club, racquet club, yacht club, or whatever other kind of club the rest of us probably haven't even heard of. Related Video: News Source: Bentley via YouTube Bentley Luxury Videos bentley bentayga Mulliner

Bentley Bentayga strips a little more at the Nurburgring

Engineering its first SUV undoubtedly poses a number of challenges for the team at Bentley. It's got to ride cushy enough to satisfy upscale customers, the performance capabilities to live up to its claims, and the off-road chops to keep up with a Range Rover. It's a heck of an occasion to rise to, but the crew from Crewe is hard at work to bring it all together, as you can see from this latest batch of spy shots. Spied entering the Volkswagen Group's test facility at the Nurburgring, this pre-production prototype for the upcoming new Bentayga is still wearing some light camouflage – particularly around the head- and taillights – but looks about ready to hit showrooms. It's even got its brightwork in place. We'll still have to hold on a while longer to see all the finished details, but it's already abundantly clear that Bentley has gone to some lengths to make sure it looks better than the EXP 9 F that first dipped the company's toes in the crossover waters.