Marque targets ‘value over volume’
Bentley says it is pursuing “value over volume” after posting its lowest annual revenue since the Covid pandemic struck in 2020.
Operating profit for the British luxury carmaker came in at €373 million (about NZ$703m) in 2024, which was down 37 per cent from €589m the previous year.
Revenue fell 10 per cent from €2.94 billion to €2.65b over the same period, but revenue per car was up 10 per cent, reports Reuters.
The company, which is part of the Volkswagen Group, notes it will no longer publicly disclose how many cars it sells.
Frank-Steffen Walliser, chief executive officer, adds revenue per car has hit record levels as high-end customers invest in bespoke features that increase the price and profit margin on each unit.
“This is a very clear indicator that we put value over volume,” he says.
For example, a recent limited edition Bentley painted in a rose gold colour featured up to 210g of 3D-printed, hallmarked 18-karat rose gold at key driver touchpoints.
Walliser adds luxury sales in China, one of the marque’s key markets, remain “quite challenging”.
