Speaking to UK magazine Autocar, Dürheimer was forthcoming in Bentley’s reasoning. “All of the current luxury SUVs, the BMW X5s, the AMG-powered Mercedes, the Range Rovers, they all end at around €160,000 ($218,000; £128,000). We aim to solve this problem.”
The UK publication points out that an MSRP of £200,000 ($340,000; €250,000) was considered, but it was too close to the flagship Mulsanne’s £228,200 ($285,000 in the U.S.; €285,000) price tag. The SUV’s price point overlaps with that of Bentley’s high-selling Continental family.
This suggests that while the brand wants luxury shoppers to perceive its model as more exclusive and prestigious than its mass-market rivals, it is still keen to rack up as many sales as possible (relative to the superluxury segment).
Rolls-Royce’s expected rival to the unnamed Bentley SUV is believed to cost £200,000 ($340,000; €250,000) if and when it debuts later this decade. That would swiftly usurp Bentley’s crown of offering the world’s most expensive SUV.
By Nico Grant