The last year has been challenging for the automotive industry for several reasons, so it’s no wonder that there are major changes in the structures of the biggest players.
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This is also the case of the Volkswagen Group, which should currently address the future of several of its brands. And while Bugatti will probably head under the wings of the Croatian Rimac (which in turn will partly become the property of Porsche) and clouds will be gathering again over the Ducati, the Bentley brand is probably waiting for a change of leadership within the concern.
According to information from Atumobilwoche magazine, which cited its own resources within the VW Group, the head of the Herbert Diess Group is allegedly considering the transfer of the Bentley brand under the direct management of the Audi brand. Instead of Wolfsburg, the further direction of the British premium brand would be managed from Ingolstadt – as in the case of Lamborghini.
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At the same time, Oliver Blume, the head of the Porsche brand and a member of the Volkswagen board of directors, is currently in charge of managing the Bentley brand. According to Automobilwoche, however, the transfer of the Bentley brand to Audi could lead to a whole new beginning for the brand.
If these speculations were confirmed, then the Audi brand would oversee Bentley’s technology and financial activities from next year. The British premium producer reported profits last year, but according to current forecasts, 2020 is expected to be a loss for Bentley. The coronavirus pandemic has meant a drop in sales, while the impending Brexit could mean a further loss of profitability.
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In terms of technological development, the Bentley brand can be expected to benefit from the Audi Artemis project. That is, a project that is focused on the development of a completely new flagship of the Audi brand. It should replace the A8 model and will probably be equipped with a fully electric drive.
New generations of traditional Bentley models, such as the Continental GT and Flying Spur, could then emerge on the company’s new PPE (Premium Platform Electric) electric platform, which is being developed jointly by the Audi and Porsche brands.
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I will make a difference between the Audi and Bentley models, but a different approach to design and perhaps the concept of luxury should remain in the future. Bentley should continue to adhere to its “Sustainable luxury” philosophy, which is in competition with the Rolls-Royce brand (led by BMW).
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