(CNN)There was a time when British luxury car manufacturer Bentley produced just a few hundred vehicles a year and hoped that would be enough to keep it alive.
Had it not been for Bentley’s reputation — garnered through success at the famous Le Mans 24 Hours sports car race — it could have disappeared altogether.
But no more — now Bentley is buzzing.
Its factory in Crewe is bursting at the seams, and being reconfigured to allow the firm additional capacity.
And although the company never admits sales targets, it seems inevitable that in the next two years it will break its own annual production record by delivering as many as 12,000 cars.
Revolutionary investment
The Bentley revolution started in 1998 when its owner, military firm Vickers, offloaded it to the enormous Volkswagen Group (VW).
Increasingly, bringing this level of service to the right customers also requires a different retail experience from a conventional car showroom.
Bentley boutique stores are springing up around the world, showcasing the fact that leather and paint can be ordered in any color and highlighting additional brand extensions that include everything from plush luggage sets to luxury fragrance.
Challenges remain. Bentley has not been immune to the economic turmoils in Russia and China, despite enjoying a luxury vehicle market share approaching 25 percent.
But with Bentayga fueling the coffers and an all-new generation of Continental cars due within the next 18 months, it is probable that by the time it celebrates its centenary in 2019, this old British brand will never have enjoyed such a promising future.
Read more: http://www.cnn.com/2016/11/30/autos/bentley-luxury-car/index.html
