Bentley experienced a remarkable sales milestone in Australia in 2023, marking its best year ever with 229 vehicles sold, reflecting a notable 12.8% increase from the previous year. A significant contributor to this growth was the exceptional performance of its two-door Continental GT and GTC range
The Continentals saw a substantial 28% surge compared to the previous year. Despite the prevailing preference for SUVs among Australians, Bentley’s coupe and convertible models have demonstrated resilience and maintained their allure in the market.
The brand’s vehicles now constitute nearly a quarter of the high-end luxury car segment in Australia, distributed through a network of just six retailers across the country. With a well-balanced model lineup, Bentley achieved a remarkable sales split between its two-door grand tourers and its more practical four- and five-door models.
Notably, the two-door Continental GT and GTC accounted for 46% of Bentley’s sales in Australia, closely trailing behind the Bentayga, which claimed 47% of the market share. The Flying Spur rounded out the lineup with 7% of sales.
Australia emerges as one of the top five largest markets for the Continental GT from a per capita perspective, underscoring the strong appeal of Bentley’s flagship model in the region.
The trend towards increased personalization is evident, with 70% of buyers opting for bespoke Mulliner options, representing a substantial 35% increase from the previous year.
Among Bentley’s various grades, the ‘wellbeing and comfort’ option of the Azure proved particularly popular, chosen by almost 40% of customers.
According to Wayne Bruce, Bentley’s chief communications and diversity and inclusion officer, the trend towards heightened personalization is not unique to Australia but reflects a global phenomenon.
This trend not only contributes to driving profits but also facilitates Bentley’s transition towards an electrified future, with investments amounting to three billion euros.
Moreover, Bentley has observed a notable rise in female customers, with models like the Continental GT and Bentayga serving as key catalysts in attracting a more diverse clientele.
These models, often utilized as daily drivers, have broadened Bentley’s appeal and contributed to its expanding customer base. Another factor contributing to Bentley’s global sales surge is the brand’s proactive approach to specifying company demonstrators.
With an extensive array of configurations exceeding 46 billion options available from the marque’s factory in Crewe, England, Bentley continues to offer unparalleled customization opportunities, further enhancing its appeal to discerning customers worldwide.
