Bentley's Big Secret

We sneak a peek at the British luxe brand's return to its racing roots

Paul A. Eisenstein
From the Print Edition:
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THE TRUE BENTLEY

For decades, "the true value of Bentley was hidden and mixed up with Rolls-Royce," explains Paefgen. "If you look at the two brands, Rolls is the chauffeur's brand, but Bentley is the driver's brand. The core values of Bentley are sportiness, combined with a high degree of comfort and elegance."

The emphasis on performance, Bentley claims, will sacrifice neither comfort nor luxury. Unlike other 2+2 sports coupes, in which the rear seat is little more than a cargo shelf, the promise is that the GT Coupe will offer enough room for four adults -- and their luggage.

"We're looking at this with great anticipation," says an eager Paul Sydlowski, a Rhode Island ophthalmologist and U.S. regional coordinator for the Bentley Driver's Club. Sydlowski has a collection of classics, including a 1923 3.0-liter Tourer. But he sold his modern Bentley a few years back, admitting "It was just too big." The GT Coupe, however, looks to be "just right."

It will have to be, for Bentley's sales goals are bold. "We talk, worldwide, in terms of 6,000 to 7,000" coupes a year by 2005, notes Alasdair Stewart, Bentley's man in charge of the U.S. market. ( Though the Crewe plant has capacity to push upwards of 9,000 out the door.) The States are expected to absorb about half that volume. Those numbers, Stewart quickly adds, "are predicated not just on the GT Coupe, but other variants to come." A four-door sedan, based on the GT Coupe's platform, is already in the works. And Bentley is actively examining the market for a cabrio, or convertible. There's been no formal decision yet, but sources are betting it's just a matter of time.

Can the GT Coupe and its spin-offs coexist with the aging Arnage lineup? Bentley officials are confident they can. But expect to see a significant update of the big sedan about two years after the sports coupe makes its appearance. What's in store? "A new interpretation of the same theme -- to live within the tradition we have had," is Paefgen's cryptic elucidation. But sources suggest the next- generation Arnage will be lighter, less boat-like and definitely more high-tech. They also stress that Bentley's goal is not to match BMW or Mercedes computer chip for computer chip. The emphasis will be on upscale performance, rather than cutting-edge electronics.

The backlash surrounding the unusual -- and ungainly -- iDrive system on the new BMW 7-Series suggests that might not be a bad strategy. But there's no question that Bentley will have to work hard to ensure its success, even with the technical prowess and cash resources of its parents. "You're going to see a big explosion in the number of vehicles in this sector," says Stewart. There's the reborn Rolls-Royce, for one, the all-new Maybach, a lower-priced Lamborghini on the way, and, at the lower end of the segment, the revived Maserati brand.

Bentley intends to emerge from its corporate split as the dominant brand in the ultraluxury segment. If the experts are right, there'll be more folks than ever who can afford cars in this segment. But they're without question the automotive market's most demanding customers. Bentley's return to motor sports has certainly gained the brand some much-needed attention. But for it to succeed, it will have to succeed on the street, as well as the track. There'll be a lot riding on the launch of the new GT Coupe.

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