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With Maybach being axed, again, Bentley is now looking to entice some of the brand’s top customers, including the likes of rapper J-Z, as well as the Sultan of Brunei and Russian oligarch Roman Abramovich.
Under its new corporate strategy, Daimler AG will focus high end marketing around its core S-Class sedan, adding new, more exclusive variants to help cater to existing Maybach customers,
Given that these cars will be less “unique” than Maybach’s own offerings, this approach could actually serve VW owned Bentley well, which will no doubt be able to capitalize on providing “Bespoke” services and vehicles to a discerning clientele.
In addition, Bentley Chief Executive Wolfgang Durheimer also talked of creating a “specific welcome zone inside our brand,” which includes inviting clients for VIP tours of the brand’s production facilities in Crewe, Cheshire, United Kingdom.
At the other end of the spectrum, Bentley is also looking to cultivate Porsche Cayenne customers, who are looking to upgrade their existing Turbo SUVs. Durheimer believes that Bentley’s upcoming SUV model would be an ideal platform for bringing these customers into the Bentley fold.
[Source: Automotive News]