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In an age where flash, powerful cars are being outshone by eco-friendly, sensible ones, many high-end vehicle brands are struggling to remain relevant amongst modern consumers. This is why companies such as Bentley have had no choice but to adapt, turning their gas-guzzling cars into an example of green transport and sustainability.
While doing all they can to alter shape in an age of change, it appears Bentley are still losing out to companies such as Porsche and Tesla; brands that have already stamped their name in the world of eco travel. In a plea to reign supreme once again, Bentley are pinning all their hopes on their new electric fleet, needing to see a huge improvement in sales figures.
In their opinion, new electric cars will allow them to target the “upper liberal” and “post-modern” consumers, aiming to outshine its German and American counterparts who are stealing their sales.
“[T]he two major demographic segments that we don’t currently sell to – the upper liberals and the post-moderns – account for 40 percent of high-net-worth individuals” Bentley’s CEO, Adrian Hallmark, told, “and an [electric vehicle] is even more appealing to them.”
“We see full-electric cars as another growth opportunity in a five- to 10-year period,” Hallmark continued.
While wanting to attract new car buyers and a younger demographic of thrill-seekers, recent research found that the majority of current Bentley customers are interested in buying an EV from the brand. This means Bentley finds themselves at a crossroads, needing to decide whether to nurture their current customers or create products for new, younger ones.
Let us know what you think about this. Can Bentley afford to spend many years developing an all-electric SV or is time of the essence for the brand? Leave your thoughts and comments below.
