Bentley takes aim at the luxury executive market

Bentley plans to introduce an executive saloon aimed at the top end of the luxury executive market

Bentley plans to introduce an executive saloon aimed at the top end of the luxury executive market. It would compete with the flagship versions of the Mercedes S-Class, BMW's 7-Series and even its sister firm's Audi A8.

Bentley's VW parent is considering building its new "baby Bentley" in the Dresden factory where it currently assembles the luxury VW Phaeton.

"Since the factory (in Crewe, England) is reaching full capacity, one could theoretically build some of the smaller four-door Bentley models, which are expected to hit the market around the middle of next year, in Dresden," a spokesman said.

He added though that this was only a consideration and that, even should this be the case, a number of models would still have to be assembled in England for purposes of the brand image.

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The new Bentley, which would be smaller than its Arnage and based on its recent coupé Continental GT, would be positioned above the full-sized luxury saloon class.

Currently, VW produces only the Phaeton in Dresden. The vehicle has struggled to boost sales as luxury sedan buyers have favoured the S-Class, 7-Series or VW's luxury Audi A8 model.

Michael McAleer

Michael McAleer

Michael McAleer is Motoring Editor, Innovation Editor and an Assistant Business Editor at The Irish Times