Bentley Chief Executive Officer Wolfgang Duerheimer, who as Porsche development chief oversaw the sports-car maker’s push into SUVs in Y 2002, wants the 92 anni British manufacturer to build an off-road model and has already discussed his plan with executives at parent Volkswagen AG (VOW). This new development comes as no surprise with the existing competitive luxury SUV market. With BMW, Lexus, Range Rover, Audi, and Mercedes all optioning luxury SUVs, it was only a matter of time before Bentley joined the ranks. The future Porsche Cayenne will mirror the Bentley SUV sprouting the latest in auto-technology, but to prevent rivalry, Bentley will jump up a price point, adding more of a luxury feel, rather than sport utility.
The traditional perception of the brand, Bentley as the maker of large, luxurious sedans, is open to expansion now and Bentley may be able to command a price of more than 120,000 Euros for an SUV. There appears to be customers out there who are willing to spend that much on a luxury SUV.