BOSTON — Bentley on Wednesday told Inside Line that it is already taking deposits for the 2011 Mulsanne in the U.S. market and will roll out its new flagship on a dealer tour here that runs from early September through November. But it has ruled out putting the Mulsanne on Facebook.
"We prefer more one-on-one marketing," said Bentley's U.S. spokesman David Reuter in a telephone interview with Inside Line on Wednesday. We had asked if the Mulsanne would be Bentley's first product to have its own Facebook page.
The Mulsanne tour begins at Bentley's California dealerships and then will hit Texas, Miami, Chicago, Detroit and New York through November. The tour will not include test-drives of the car, which was officially launched last weekend at the Pebble Beach Concours d'Elegance. The Mulsanne will go on sale here in summer 2010, just behind the car's spring launch in Europe.
"Traffic flow on our Web site and calls to the hotline have been overwhelming," said Reuter, who added that he was unable to quantify the response at the moment since the car is only a few days past its debut.
He said the marketing effort for the Mulsanne began last Saturday night at a private, no-cameras-allowed event for Bentley's top 250 North American customers at the Tehama Country Club, an exclusive venue in Carmel, California. "We won't go on the record with an exact number of how many they sold [that night]," said Reuter. But he confirmed that Bentley is already taking deposits for the Mulsanne.
Even though Bentley has officially said it won't release technical specifications and interior images of the Mulsanne until the 2009 Frankfurt Auto Show in September, Reuter confirmed that the Mulsanne will have better fuel economy numbers than the outgoing Bentley Arnage, which returns 10 miles per gallon in city driving and 17 mpg on the highway. He also said it will be flex-fuel compatible by 2012.
Bentley Arnage production should end in September, Reuter confirmed. The last 150 vehicles in the Arnage Final Series are being produced now. Reuter said the pricing for the Final Series ranges from $265,000 to close to $1 million, depending on whether the vehicle has such options as armor plating.
Bentley has also released demographics on the Mulsanne. It is expected to sell to individuals who have a "median net worth of $30 million, not including real-estate holdings." The typical buyer will be male, in his late 50s, with a personal fleet of five to seven cars, mostly grand touring models and sports cars.
While Bentley is not talking about U.S. volume expectations for the Mulsanne, Reuter pointed out that the automaker sold 318 Arnages worldwide in 2008 and that since the Arnage launched in North America in 1998, Bentley has sold over 3,000 in this market. "We expect it [Mulsanne] to be as successful or more successful than Arnage," he said.
In the meantime, the Mulsanne's detractors are surfacing. Car Design News said on its Web site that the "response it received at Pebble Beach was mixed to say the least." It also described the Mulsanne's styling as "baroque." The Oxford Encyclopedic English Dictionary defines "baroque" as "highly ornate and extravagant in style."
"The term is used to refer to the dominant European style of art and architecture between mannerism and rococo, characterized by dramatic and ornate detail, encompassing both grandeur and exuberance," it said. "The baroque is particularly associated with the Catholic Counter-Reformation and the reign of Louis XIV."
Inside Line says: Apparently, baroque styling and Facebook are not a good mix. — Anita Lienert, Correspondent
2011 Bentley Mulsanne U.S. Dealer Tour Kicks Off in September
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