BENTLEY customers are demanding automotive connoisseurs that will accept no compromises in their cars.

http://www.cardealermagazine.co.uk/publish/bentley-buyers-demand-the-best/33480


BENTLEY customers are demanding automotive connoisseurs that will accept no compromises in their cars.
It is this, explained engineering boss Dr Ulrich Eichhorn to Car Dealer Magazine, that makes developing a new Bentley one of the most demanding jobs in the world…
… And it is feedback from car dealers that helps focus the engineers on targeting the right demands!
He was speaking as the firm gears up to launch the new Mulsanne. This is a big luxury saloon that is to take on the forthcoming Rolls-Royce Ghost.
It has been a challenging project, though. ‘Bentley customers are true connoisseurs. If they don’t love cars, they wouldn’t be spending this sort of money.
‘We know you can buy a perfectly good car for half the money. They know this too, yet still want a Bentley. They are buying our unique craftsmanship that ensures they really do get a hand finished car.’
Bentley has thus combined modern technology with traditional worker skills to make the new Mulsanne a justifiable ‘bespoke’ car. It is this combination that Eichhorn is keen for car dealers to promote to buyers.
‘Things that would pass and be accepted on normal cars are simply not tolerated on a Bentley. If anything does pass through, I soon get the letters from customers.
‘This rarely happens, because of the exceedingly high standards we set.’
As Bentley gears up for its vital new luxury car launch, the firm is thus eager for car dealers to get fully up to speed with just what makes a Bentley so special. It is this that commands the premium over a cheaper Mercedes-Benz S-Class – and is why Eichhorn is such a busy man.
‘Work for Bentley, and you quickly learn things that people would not notice with ordinary cars are highlighted loud and clear here…’
It is car dealers through which a lot of that feedback is fed - which is why they have been so important in helping develop the new Mulsanne. In the next few months, the firm will reveal the results of this hard work. Car Dealer Magazine will bring you all!
By Richard Aucock