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Bentley Bets Big

Last week, Bentley dropped one of its boldest moves yet: the Supersports, a stripped-down, two-seater performance version of its Continental GT. According to Bentley CEO Frank-Steffen Walliser, this car is designed to bring fresh energy to the brand, especially by appealing to younger and more diverse buyers.  

What makes the Supersports special is how honest it is about being a driver’s car. It’s rear-wheel drive, powered by a twin-turbo V8, with no hybrid help, a deliberate throwback to raw performance.  Bentley hasn’t yet revealed its official MSRP, but analysts expect it to be priced well above $350,000, which is around where its highest-trim Continental GT starts.  Orders begin in March 2026, with the first deliveries expected in 2027.  

Here’s the thing: Walliser admits there’s a lot of “uncertainty” right now in the luxury car market. He pointed to shaky conditions in the U.S., Europe, and even China.  That’s not just talk, it’s backed up by Bentley’s 2024 financials. The company reported its lowest revenue since the COVID-19 pandemic, with annual revenue falling 10%.  Operating profit also dropped significantly.  Walliser and Bentley are responding by focusing less on volume and more on “value over volume,” which means pushing for more customization and higher-margin features.  

One example of that “value-over-volume” strategy: a Bentley limited-edition car that used 210 grams of 3D-printed 18-karat rose gold in key touchpoints.  It’s the luxury that makes a big difference in price and margin.

In spite of the market worries, Walliser seems confident that Supersports is the kind of product that could reset Bentley’s image and customer base. He said the model represents a “step change” for the company because it can draw in younger people and female customers, not just the traditional ultra-rich collectors.  

Still, Bentley is not gonna make a full U-turn on its environmental strategy, not yet, but it’s adjusting. The brand has been hybridizing a lot of its lineup (Bentayga SUV, Continental GT, Flying Spur) in recent years.  And even though Walliser has talked about electric models, he’s also acknowledged that internal combustion engines will stick around longer than some expected, because demand for EV luxury cars isn’t skyrocketing yet.  

Finally, if there’s one takeaway from all this, it’s that Bentley is playing a long game. They’re betting that by building a very focused, emotionally powerful product in the Supersports, combined with bespoke luxury and thoughtful design, they can navigate the current headwinds. The Supersports could be a sign of how Bentley hopes to evolve in a changing market.

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