LSM Distributors will be satisfied with sales of around 60 Bentleys a year, says Bentley South Africa spokesperson Christo Kruger.
“However, much of this ambition will be informed by Bentley’s product and presentation of this range.”
Bentley forms part of the global Volkswagen group.
LSM Distributors also imports Porsche cars and Ducati motorcycles into South Africa – all Volkswagen group brands.
LSM secured the rights to import the luxury Bentley brand as from March 1.
LSM Distributors, under the leadership of Toby Venter, will start reporting monthly sales as soon as possible, notes Kruger.
He says a reshuffling has seen Volkswagen group Bentley, Bugatti and Porsche together as bespoke brands targeting niche markets. As LSM already imports Porsche cars into South Africa, Bentley cars were thought to be a suitable fit for the local company.
“LSM understands the luxury niche market in South Africa,” says Kruger.
“We also believe that Bentley and Porsche share the same customer base, to a degree. Through Porsche, we already have a relationship with many potential Bentley customers.”
Would LSM Distributors then not also be interested in distributing the Bugatti super- car in South Africa?
Perhaps – should the brand become readily available in right-hand drive.
Kruger believes Bentley will not cannabalise Porsche sales, as Bentley prices start roughly where Porsche prices end.
The ‘cheapest’ Bentley costs around R3.5-million.
The Bentley and Porsche brands will be kept “completely separate”, notes Kruger.
There will be no shared dealerships. Bentley will have its own standalone dealerships in Johannesburg.
The dealership in Johannesburg is ready for business.
The vehicles on offer will be the Continental, the Flying Spur, the Mulsanne and Bentley’s newest offering, the Bentayga sports utility vehicle, which should be available in May.
“It’s racing background makes it as much a brand for the driver as one for chaffeur driving. The emphasis is on sporting luxury. It is a handcrafted vehicle with extreme attention to detail, with almost no customer request impossible.”
Bentley Motors Limited was founded by Walter Owen Bentley on January 18, 1919. The company is based in Crewe, England, where the famous Spitfire Merlin engines were assembled during World War 2.