Bentley is encountering a unique challenge, one that every car manufacturer would aspire to face. The company has expanded its range of options, offering buyers a variety of unique choices. While this strategy has bolstered the company’s financial resources, it is also grappling with the challenge of keeping up with the rising demand.
It was reported that in 2014, Bentley's Mulliner division was tasked with providing various options for customers in their new cars. It took seven years for Mulliner to successfully offer options for 1,000 vehicles, and by 2022, it added another 500 vehicles, with a 43% increase in 2023.
Although Bentley saw a decline in total vehicle sales in 2023, its financial resources and profits were supported by these extensive options. The company offers up to 46 billion different choices.
Former CEO Adrian Hallmark noted that customers have demanded these options, and the company has simplified production processes as much as possible. He emphasized that by selling a few thousand additional vehicles, Bentley is now achieving profits that are three to four times higher than before annually.
Last year, over 70% of Bentley vehicles were equipped with Mulliner options, averaging $43,000. Recently, Bentley has had to plan for the launch of its first electric vehicle, which has been delayed by 12 months to 2026.
