Bentley: Our Saudi partner has strongest market share in region

In an exclusive interview with Arab News, Neil Wilford, Bentley’s regional manager in the Middle East, India & Africa confirmed that the company has doubled its deliveries in the region during the past three years and achieved a 21 percent increase in sales during the first nine months of 2014. Many new models contributed to this success including the Flying Spur V8 and the Continental GT Speed.
The company will also be introducing the new Mulsanne Speed to the region soon. Wilford praised the performance of the Saudi distributor, Al-Ghassan and said they have the strongest market share in the region and are second most successful dealers in the world.

These are highlights of the interview:

Can you outline Bentley's strategy and performance in the region during 2014?
Our deliveries in the Middle East have more than doubled in the past three years and performance so far in 2014 is keeping us on that upward trajectory. In the Middle East, we have experienced growth of 21 percent in the first nine months compared to the same period last year, and globally deliveries have risen 19 percent. These results set us on a very good road to achieving our fifth consecutive year of double-digit growth.
This growth has been supported in the past twelve months with the introduction of the Flying Spur W12 luxury sedan and the new Continental GT V8 S. More recently, our regional dealers have also welcomed the new Flying Spur V8 and Continental GT Speed which give our clientele more choice.

Which products helped in that success and which model was a best seller for Bentley in the region?
Our new models, the Continental GT V8 S coupe and convertible and Flying Spur V8 have driven this success. The GT V8 S has brought even greater driving excitement to the Continental range. Our regional customers, and particularly our younger customers, appreciate the lowered and retuned sports suspension, sharper steering, dramatic ‘S’ signature styling cues and a distinctive soundtrack from the uprated V8 engine. The new Flying Spur V8 joins our flagship Flying Spur W12, the fastest ever four door Bentley. This car broadens the options for customers looking to upgrade from a premium automotive brand to the highest echelons of luxury performance motoring. We now have three model lines epitomising our core beliefs of luxury and performance. This combined with the international appeal of Bentley has us on track to deliver a record year.

How did Bentley do in the Saudi market this year — compared to last year's performance?
The Saudi market is a key contributor to our brands overall performance and they are on track for good growth this year. Our Bentley partner in the Kingdom, Al-Ghassan, currently has the strongest market share in the region and also holds the position of second most successful dealer in the world — this is testament to the pivotal role that market plays.

How has the company's network of dealers and facilities developed in the region this year?
We are entering a very exciting period for Bentley Middle East. The strength of our dealer network has aided our expansion in the region and helped us build our successes so far. However this is just the foundation and there is a lot more to come.
In terms of investments, our regional partners continue to raise their games to provide unrivalled facilities and servicing. In 2012 our UAE dealer, Bentley Emirates, opened the biggest Bentley workshop in the world and is now preparing to open the world’s largest Bentley showroom which will have the capacity to showcase 60 Bentley cars with over 100 staff. Earlier this year Al-Wajba, our Qatari distributor, opened its doors to a brand new Bentley showroom, the first in the world to use the new Bentley Retail Corporate Identity, and we will soon be announcing the official opening of a new Bentley service centre in Jeddah from our KSA partner.

What are your targets for next year and what new models would help you achieve that target?
Our main objective remains the same and that is to continue to offer our customers unparalleled product sand service. With this in mind we will continue to introduce new products and even better ways of servicing our customers.

What segment in the market are you competing in and who are your main competitors?
There is no direct competition for Bentley. We are the only luxury automotive brand that brings together both luxury and performance while satisfying the driving and customisation tastes of drivers, both young and old. We also offer our customers a level of customisation that truly makes them stand out even from other Bentley owners — from the colour of the paint and shade of the leather to the style of stitching and type of wood veneers, we deliver the vision of the individual. This is something no other car manufacture has achieved.

How is the new SUV developing and when do we expect to see it in the region?
We have started to share more information on our very hotly anticipated new SUV and expect it to be launched globally in 2016. Those who have already registered for intent to purchase receive regular updates on the launch progress which also helps to build the excitement.
This car will appeal to all of our existing markets and has the potential to increase Bentley’s presence in new markets too. It offers a further interpretation of the all-wheel drive Grand Touring luxury Bentley and is a natural progression for the brand. Our SUV will be true to the Bentley brand values of luxury and performance and it’s in that spirit that we are entering the SUV market.
This will be a game changing launch and we are expecting the Middle East to be one of the principal markets for the predicted sales.

How do you see regional markets for Bentley and how different are they from other world markets?
The Middle East regional markets are unique in the opportunities they present. While there are many variables as to why, this market is diverse and fast moving. It is also home to a huge number of consumers who have the financial success and appreciation of unrivalled automotive craftsmanship and performance, to be able to enjoy our cars.
We fully recognise the importance of the Middle East markets to our business and as such we will continue to showcase our commitment to the region.

What is the potential of the recently revealed Mulsanne Speed in the region?
The new Mulsanne Speed will make an incredible addition to our current Mulsanne offering which is already a favorite in this region. With this model we have taken our ‘pinnacle’ Grand Tourer to a whole new level of performance thanks to a new combustion system for our established 6.75-litre twin-turbo V8 and a recalibrated eight-speed ZF gearbox is now the world’s fastest ultra-luxury driving experience.
The Mulsanne Speed now delivers 530bhp, up from 505bhp in the original. This, coupled with ‘instant torque delivery’, means the Mulsanne Speed hits a top speed of 305kph in a straight-line. The Mulsanne already commands a healthy customer base in this region so this is one to look forward to.