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Coupe wins new buyers for Bentley
Over two-thirds of potential buyers have never owned one
By Tom Mack
Thursday, September 18, 2003
Bentley's new Continental GT coupe is winning first-time customers for the venerable British brand, now operating under Volkswagen's benevolent gaze.
Of 3,200 deposits for the new car - the amount is normally left up to the dealers' discretion, but most U.S. outlets asked for $5,000 - 70 per cent are from people who have never owned a Bentley.
If the company continues to woo new customers at this rate, the $700 million U.S. investment that the Volkswagen Group made after purchasing the British luxury carmaker in 1998 will soon have been justified.
The first cars will be delivered in November to customers in the United Kingdom, followed soon after by deliveries to other European buyers.
Bentley Motors Inc., the U.S. sales arm, is awaiting the Continental GT coupe eagerly. Bentley's U.S. sales have increased three per cent through August of this year compared with a year ago. Bentley's 39 dealers south of the border sold 273 vehicles through August, up from 265 a year ago. In this country, the three Canadian dealers (one each in Toronto, Vancouver and Montreal) have sold 11 Bentleys through mid-August 2003 versus a total of 10 for the same period a year ago. But the latter figure includes four Rolls-Royce models (now marketed by BMW) so, on a straight percentage basis, Canada's 2003 Bentley sales to date are running about 83 per cent ahead of last year.
The first North American deliveries won't arrive until the first quarter of 2004. The allotment of 2004 models is already sold out, a spokesman says. He would not provide numbers.
The Continental GT coupe is priced at $149,990 for American buyers while Canadian customers will have to pony up $224,990.
Franz-Josef Paefgen, Bentley CEO, says Bentley will make 3,500 Continental GT coupes next year, although the Crewe factory can make as many as 5,000 a year if demand necessitates. But Paefgen is on record as stating that Bentley will always build one vehicle less than the market demands.
Bentley also plans to introduce a sedan version of the Continental GT in late 2004 or early 2005.
With files from Automotive News Europe. Copyright 2003 Crain Communications Inc.
All rights reserved.
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