Bentley Motors achieved a remarkable milestone in 2023, delivering a total of 13,560 vehicles globally, marking their third-best performance in history. In South Korea, the brand sold 810 units, securing the title of the number one market in the Asia-Pacific region for the second consecutive year and achieving record sales for three straight years.
While global sales in 2023 decreased by about 11% compared to the record-breaking year of 2022, the demand for personalized bespoke vehicles significantly increased. Approximately three-quarters of Bentley vehicles delivered globally last year were customized through the dedicated bespoke division, Mulliner, representing a 43% increase from the previous year, indicating strong growth in demand for individualized luxury cars.
Interest in various derivative lineups that emphasize different emotions and colors, such as Azure, S, and Mulliner, has also risen. In 2023, these derivative models accounted for 70% of global sales, a significant increase from 30% the previous year. In the South Korean market, derivative lineups captured 82% of sales, winning the hearts of customers seeking a refined Bentley tailored to their preferences.
The pioneer of the luxury SUV market, the Bentayga, continued to reign as Bentley’s most popular model last year. The Bentayga accounted for 44% of Bentley’s global sales (*including the New Bentayga EWB), proving itself as the most successful luxury SUV. Notably, the flagship luxury SUV ‘New Bentayga EWB’, which comprised over a third of total Bentayga sales worldwide, officially launched in the South Korean market last year, drawing significant customer attention.
The Grand Tourer ‘Continental GT’, celebrating its 20th anniversary last year, also continued to be beloved, representing 31% of global sales. The flagship grand touring luxury sedan ‘Flying Spur’, which surpassed cumulative sales of 2,000 units in South Korea last year, accounted for 25% of global sales, showcasing a balanced sales distribution across Bentley’s entire lineup.
The Asia-Pacific region, including South Korea, recorded the highest growth rate among major global regions in 2023. In the Asia-Pacific market, a total of 2,121 units (*625 Flying Spurs / 848 Bentaygas / 648 Continental GTs) were sold, reflecting a 4% increase from the previous year and driving global performance.
Bentley Motors Korea sold a total of 810 units (*based on KAIDA registration figures, 349 Flying Spurs / 203 Bentaygas / 258 Continental GTs) in the South Korean market last year, maintaining its position as the largest market in the Asia-Pacific region for the second consecutive year and securing the fifth position in the world. Additionally, they set a new record for the highest sales for three consecutive years following 2021 (506 units) and 2022 (775 units).
To show appreciation for the support of Korean customers, Bentley Motors Korea launched several initiatives, including the opening of the world’s first flagship showroom ‘Bentley Cube’ in March last year, featuring the concept of ‘Contemporary Luxury Lifestyle’, and announcing the ‘Korea Limited Edition’ project created in collaboration with Korean artists. Furthermore, they enhanced services and products for Korean customers, including the official launch of the flagship luxury SUV ‘New Bentayga EWB’ and the sophistication of the ‘Bentley Seoul Membership’ for official owners.
Adrian Hallmark, Chairman and CEO of Bentley Motors, stated, “Despite a slight decline in sales in the second half of 2023 due to political and economic uncertainties in the global market, we achieved the third-best performance ever and entered 2024 with many orders secured. In particular, we recorded meaningful results with significantly increased demand for derivative lineups and a sharp rise in bespoke orders.” He added, “Continuous high global demand is being maintained depending on markets and models, and we present a cautiously optimistic outlook for this year as we are preparing for many initiatives.”
Nico Kuhlmann, Managing Director of Bentley Motors Asia-Pacific, commented, “In our journey to lead contemporary luxury lifestyles, Bentley Motors has continued making bold changes, such as opening Bentley Cube in the heart of Seoul. We expect to see sustained high demand this year. Bentley will suggest a variety of bespoke possibilities through collaborations like Korea Limited Edition with Mulliner for discerning customers and join them in their extraordinary journeys continuing into 2024.”
Christian Schlick, Managing Director of Bentley Motors Korea, expressed, “Thanks to the support of our customers, Bentley maintained robust sales performance in the South Korean market last year. Particularly, we achieved qualitative enhancements in both products and services in collaboration with our official dealer partner, Bentley Seoul. Through various activities, including the opening of the Bentley Cube in 2023, expansion of derivative lineups, and launch of the New Bentayga EWB, Bentley Motors Korea and Bentley Seoul are laying the foundation of contemporary luxury lifestyles, determined to solidify our position as a leading luxury brand through the official launch of Korea Limited Edition and more luxurious offerings and innovative lifestyle proposals.”
Lee Sang-jin daedusj@autodiary.kr