One Brand's Downfall is Another's Rise to Glory
It seems one brand's pain is another's gain. In this case, the poor sales VW has experienced with its fabulously well-executed
(but much criticized for even existing) Phaeton luxury car, have benefited sales of Volkswagen AG über-luxury division Bentley's stunning new Continental Flying Spur.
Last year, when it became apparent that Phaeton sales weren't going to pick up anytime soon, the German manufacturer offered its state-of-the-art Dresden manufacturing plant, previously exclusive to its flagship model, to Bentley in order to help appease the long waiting lists it was experiencing for its new "entry-level" four-door sedan. Bentley, respectful of its legendary brand heritage and the importance its customers hold to its "Made in England" status, simply offered its clients a chance to jump the queue is they'd have their new Flying Spur made in Germany. Apparently the marque's nouveau riche could hardly care, with the result being quicker deliveries for Bentley's Crewe loyalists as well.
The
new model has proven as popular as the two-door coupe version that preceded it, the Continental GT. Both feature a 552-horsepower 6.0-liter, 48-valve, DOHC, twin-turbocharged W-configured 12-cylinder engine, that kicks out an equally impressive 479 lb-ft of torque to all four wheels via a 6-speed automatic with paddle shift actuated manual mode. Naught to 100 km/h takes a mere five seconds, and considering the car weighs in at more than 5,000 lbs this is a feat indeed. Top speed, an outrageous 190+ mph, puts the large sedan into a rarified category of super-sedans, so it's no wonder the "haves" of the world simply had to own one.
The result of this new sedan being built on two continents, sales remaining strong for Bentley's stunningly beautiful Continental GT as well as the
firm's top-tier model, the Arnage, continuing to appeal to the upper reaches of the well-to-do crowd (Her Majesty the Queen of England gets driven around in a stretched version of this car dubbed the State Limousine, after all), the revered British marque has increased sales by more than 31 percent, to a phenomenal 8,627 units throughout 2005.
Bentley isn't about to reign in its newfound popularity either, with a new Arnage-based Azure "drophead" coupe (British for convertible) arriving this spring and the long-anticipated Continental GTC, a Continental GT minus the fixed roof, arriving in the fall.
Just what VW will do with its glass-encased Dresden boutique assembly plant
in the near future is anyone's guess, however, as all Bentley production will once again take place in Crewe by 2007; once the British factory's full upgrade is finished, giving it a 9,000 unit per year capacity. Even if Bentley can sell more than 9,000 cars per year, it is unlikely that it will move beyond this mark, being that exclusivity is what makes the winged-B badge so appealing.
Maybe new 18.5 percent VW AG shareholder Porsche will want Dresden for its new Panamera four-door? Hmmm... now that seems like a worthy recipient. Being that the German brand is targeting 90,000 sales for 2006, it'll need all the production space it can get.
It seems one brand's pain is another's gain. In this case, the poor sales VW has experienced with its fabulously well-executed
 |
| The poor sales VW has experienced with its fabulously well-executed Phaeton luxury car, have benefited sales of Volkswagen AG über-luxury division Bentley's stunning new Continental Flying Spur. (Photo: Bentley Motor Cars) |
Last year, when it became apparent that Phaeton sales weren't going to pick up anytime soon, the German manufacturer offered its state-of-the-art Dresden manufacturing plant, previously exclusive to its flagship model, to Bentley in order to help appease the long waiting lists it was experiencing for its new "entry-level" four-door sedan. Bentley, respectful of its legendary brand heritage and the importance its customers hold to its "Made in England" status, simply offered its clients a chance to jump the queue is they'd have their new Flying Spur made in Germany. Apparently the marque's nouveau riche could hardly care, with the result being quicker deliveries for Bentley's Crewe loyalists as well.
The
 |
| The new Flying Spur has proven as popular as the two-door coupe version that preceded it, the stunningly beautiful Continental GT. (Photo: Trevor Hofmann, Canadian Auto Press) |
The result of this new sedan being built on two continents, sales remaining strong for Bentley's stunningly beautiful Continental GT as well as the
 |
| Her Majesty the Queen of England gets driven around in a stretched version of the Arnage dubbed the State Limousine. (Photo: Bentley Motor Cars) |
Bentley isn't about to reign in its newfound popularity either, with a new Arnage-based Azure "drophead" coupe (British for convertible) arriving this spring and the long-anticipated Continental GTC, a Continental GT minus the fixed roof, arriving in the fall.
Just what VW will do with its glass-encased Dresden boutique assembly plant
 |
| With 8,627 vehicles sold in 2005 and new models coming, it won't take too many more yearly unit sales to fill Bentley's refurbished Crewe plant when it comes on line next year. (Photo: Bentley Motor Cars) |
Maybe new 18.5 percent VW AG shareholder Porsche will want Dresden for its new Panamera four-door? Hmmm... now that seems like a worthy recipient. Being that the German brand is targeting 90,000 sales for 2006, it'll need all the production space it can get.
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