Upcoming Bentley Sedan to Create a Stir in Premium Market

Doing some assembly in Dresden, mind you, is a smart idea, as the immaculate plant was designed primarily for the Phaeton sedan, and

The immaculate Dresden plant is a unique "transparent" facility, where workers wear white gloves to protect panels and components during assembly. The next Bentley could be partially built there. (Photo: Volkswagen Canada)

sales are nowhere near initial targets. Volkswagen sold only nine examples in Canada last month, which amazingly was the car's best month to date. In the U.S. the number was much greater at 113 units in September, but still this is compared to 1,183 BMW 7-series sedans sales in the same month. To put this in perspective, BMW has sold more 7s in September than VW has up to this point in the year, a mere 1,128 Phaetons. BMW has sold 12,100 7s so far this year, ironically down by more than 2,000 units compared to last year. While Volkswagen never expected to approach sales figures anywhere near BMW's flagship model, it did hope for about twice as many as it is selling now, or about 3,000 unit sales to the U.S. throughout 2004. Even with three months left, such numbers do not look promising.

This leaves a gaping hole in Dresden, with nothing to fill it, at least for the time being. Bentley's greater potential success may be the ideal fit for the unique "transparent" facility, where workers wear white gloves to protect panels and components as they assemble Volkswagen's crème de la crème sedan. Initially

The new Continental GT-based 4-door should sell for under $200,000 when it goes on sale, the first time a new Bentley has done so in years. It is expected to feature a similar interior to its coupe counterpart (shown). (Photo: Bentley Motors)

the plant cost Volkswagen over $186 million, which is over and above the estimated $350 to $500 million spent on developing the Phaeton sedan.

The new 4-door will be slightly smaller than the luxury marque's Arnage, which goes into 2005 with an elegant facelift and modifications to the interior, and like the Continental is expected to be priced much lower. Actually, it should break below the $200,000 mark, the first time a new Bentley has done so in years. This will target the new model at BMW's top-line 760, the Mercedes-Benz S600 and also Maserati's new Quattroporte. To buyers in this "entry-level exotic" market, the styling, performance and coveted Bentley badge will be difficult to pass up.