The CEO of Bentley claims that the customization obsession among the affluent is bolstering profits

by IS_Indust

After a record-breaking year in 2022, Bentley Motors reported surging profits in the first quarter due in large part to car customization, CEO Adrian Hallmark said.

Bentley reported its best-ever first quarter, with operating profits up 27% to 216 million euros, or about $232 million. Even more impressive, especially at a time when many car companies are seeing profit margins under pressure, Bentley reported its return on sales increased in the first quarter to 24.4% from 20.9% during the same period in 2022.

Bentley Motors has experienced a remarkable first quarter, with surging profits driven by the growing trend of car customization. The company reported its best-ever Q1 performance, with operating profits increasing by 27% to 216 million euros ($232 million). What makes this achievement even more impressive is that Bentley’s return on sales rose to 24.4%, up from 20.9% in the same period last year, defying the profit margin challenges faced by many other automakers.

The surge in profits can be attributed to wealthy customers who are increasingly willing to spend more on personalizing their vehicles with unique paint colors, custom leather, intricate stitching, and other bespoke details. Bentley’s CEO, Adrian Hallmark, emphasized that buyers are opting for top models like the Speed version of the Continental GT rather than the base edition, resulting in a significant increase in the average selling price of Bentley cars.

The trend of customization is not unique to Bentley; other luxury car manufacturers such as Rolls-Royce, Ferrari, Lamborghini, Aston Martin, and McLaren are also witnessing record profits as affluent buyers seek exclusive and distinctive features for their vehicles. Despite the higher price tags associated with customization, customers are willing to pay for these personalized touches that make their cars truly unique.

Furthermore, Bentley is not experiencing any signs of a demand slowdown, as the order intake in key markets, including the United States, remains robust. Although prices for pre-owned Bentleys have slightly decreased, this adjustment is considered healthy. The company’s success in the first quarter demonstrates the changing landscape of the luxury market, where customers are increasingly seeking exceptional and individualized experiences, not just in cars, but across various luxury sectors.

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