Last year was Bentley’s second most profitable year yet. Speak to boss Adrian Hallmark, though, and you get the sense that the pride comes not from what the final profit figure was, but from knowing how bad it could have been. The previous six years on Hallmark’s watch have been fruitful in setting the company up for success even in challenging market conditions.
“We managed to industrialise some of these technologies and options and fit them in the same process that we do regular options on a production line,” he said. “So the quality is the same, the speed of fitting them is the same and it means the customers can get them without delays, and we make very personal bespoke cars without any fuss.” One buyer of a £250,000 GT Convertible managed to pay the list price again solely in optional bespoke content on top.
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