Gasgoo.com (Shanghai May 26) - Earlier this month, Bentley announced that it would hold its first dealer conference in Beijing, with the luxury marque's top brass all tipped to attend. If the rumors are to be believed, it is not the hope that China will become its second market or the 50 orders nabbed at last month's Auto Shanghai 2011 exhibition that has spurred Bentley to call the summit, but rather plans for the country to become its third production venue outside of England and Scotland.
"I have already learned from other channels that they [Bentley] are looking for factories in China," an anonymous top executive from an unspecified domestic manufacturer told International Finance News yesterday, adding, "We are currently holding discussions with them." The source further said he was concerned about the rigorous conditions Bentley would put down.
With the purchase of Volvo by Geely last year and recent talks between fellow Swedish manufacturer Saab and Great Wall, Hawtai and Pangda, it is evident that many Chinese enterprises are thinking of a way to expand their business via international cooperation with European brands. Whatever company would be able to begin cooperation with a luxury brand such as Bentley would surely get a large boost in the industry.
However Chairman and CEO of Bentley Wolfgang Dürheimer denied all rumors, saying that they would absolutely not cooperate with any Chinese manufacturer or begin large scale production on Chinese soil. The quote has been similar to Bentley's other statements on the subject.
For a Chinese manufacturer to satisfy the requirements a world-class brand such as Bentley require would indeed be very daunting task. Yuki Yin, head of media relations for the manufacturer's Chinese branch, summed it up by pointing out that for the interior of every car made, 400 leather hides from 15 prize cattle would be collected, with only the finest hides being selected. A further 15 hours would be required for the hides to be tailored into a steering wheel cover.
As for the pure wood dash panel, only the finest materials are selected, with the majority being carved from walnut, English oak and elm trees. A single panel would take 13 days to complete. Bentley's interior design is famed for preserving total symmetry down to the smallest detail, something that the amount of time spent on construction shows.
Although Bentley's factories have changed location three times in its history, its employees have followed faithfully, with the art of their craft being passed from generation to generation. In over sixty years the company's dedication to craftsmanship has not changed the slightest bit.
However, that is not to say there is no chance the recent rumors may carry some truth. After all, Bentley has already begun doing research aimed towards Chinese consumers, with driving, suspensions and navigation tests all having been carried out.
Bentley's progress in the market has also been very clear, with the marque having gone from having no Chinese sales less than a decade ago, to having one of every four of its models sold going to a Chinese buyer. Bentley's Chinese sales approached 1,000 vehicles last year, nearly doubling from 2009.
Geoff Dowding, Bentley's Regional Director for Asia and the Middle East, has gone as far as saying, "China should very soon become Bentley's largest market." On the eve of announcing the summit, Mr. Dürheimer said "In terms of overall development, it is fact that the Chinese market has already become so important, [that] we have no other country or region we could select."
