For many manufacturers, 2020 proved to be a challenging year of sales due to the COVID-19 pandemic. For Bentley however, it proved to be a rather successful one with it officially being the British marque’s strongest one in its 101 year history.
With 11 206 models sold, Bentley confirms a two percent increase in sales over 2019. Pre-COVID sales forecast figures were much greater with the new model introductions planned for the year.
The first and second quarter for the year was a challenging one for the brand as its production facility was shut down for seven weeks at the beginning of March and was only running at 50 per cent capacity nine weeks after that due to social distancing measures. Thanks to a comprehensive redesign of the production facility, Bentley was able to meet this global demand while in parallel maintaining social distancing protocols.
Commenting on the global sales results, Adrian Hallmark, Chairman and CEO of Bentley Motors, said “Even though we anticipated greater sales before the pandemic struck, when you consider the level of restrictions around the world for the majority of the year, to achieve a record sales performance is a strong measure of our potential.
The key to the company’s success was the introduction of a number of new exciting models together with an increased global availability of other popular models. A key product for 2020 was the all-new Flying Spur. Demand for this model increased even more when the V8 derivative was introduced in October.
Accounting for 39 per cent of sales was the Continental GT of which 24 per cent was owed to the Coupe and 15 per cent to the Convertible. This made it the brand’s strongest selling model. A close second was the Bentayga with 37 per cent of total sales; this in spite of the run out of the previous generation model and delays to market entry of the updated model due to the pandemic.
The USA remained Bentley’s number one region with 3 035 units delivered; a four per cent increase on 2019’s figure of 2 913. Following it with a close second was China, with an increase of 48 per cent; 2 880 units over 2019’s 1 940 figure. Here, the Flying Spur proved to be a key product for the sedan-crazed region while Bentayga sales remained strong.