In the backdrop of a broader slowdown influenced by factors like higher interest rates, 2023 emerged as a mixed year for luxury car brands. Bentley, however, faced a setback with an 11% decline in global sales, marking 13,560 units sold compared to its record-breaking year in 2022. While this dip places Bentley at the third-best year on record, rivals like Rolls-Royce achieved their highest-ever sales in 2023.
Bentley’s largest market remained the Americas, selling 3,848 units, followed by China, Hong Kong, and Macao with 3,006 units. Despite the challenges, the Bentayga maintained its position as Bentley’s top-selling model, constituting 44% of total sales. The Continental GT and GT Convertible, as well as the Flying Spur, contributed significantly to the sales distribution.
On a positive note, Bentley experienced a surge in customers choosing personalization through its Mulliner division. With an impressive 46 billion configuration options, about three-quarters of customers opted for bespoke content from Mulliner, marking a notable 43% increase over 2022. This emphasizes a growing demand for unique and customized vehicles.
Furthermore, Bentley noted a shift in customer preferences towards higher revenue models like the Azure, S, and Speed, constituting 70% of all sales in 2023, up from 30% in 2022. The newly introduced Bentayga Extended Wheelbase also gained traction, accounting for over a third of the SUV’s total sales in its first full year on the market.
Adrian Hallmark, Bentley chairman and chief executive, acknowledged the challenges in the luxury market but highlighted a strong order bank entering 2024. He noted, “Our quality of sales was much greater, with significant increases in our higher value derivatives, and a significant growth in demand for bespoke personalization.”