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Rolls and Bentley rivalry heats up Rolls and Bentley rivalry heats up
(about 4 hours later)
By Jorn Madslien Business reporter, BBC News, Frankfurt Bentley's Mulsane could pose a challenge to the Rolls-Royce Phantom By Jorn Madslien Business reporter, BBC News, Frankfurt Bentley's Mulsanne could pose a challenge to the Rolls-Royce Phantom
English luxury carmakers Rolls-Royce and Bentley are again locking horns with new models that could make their rivalry more intense.English luxury carmakers Rolls-Royce and Bentley are again locking horns with new models that could make their rivalry more intense.
Rolls-Royce's Ghost, unveiled at the Frankfurt motor show, is smaller and cheaper than the company's Phantom range and should help it capture the sort of customer who might also be attracted to Bentley's hugely successful Continental range.Rolls-Royce's Ghost, unveiled at the Frankfurt motor show, is smaller and cheaper than the company's Phantom range and should help it capture the sort of customer who might also be attracted to Bentley's hugely successful Continental range.
Bentley, meanwhile, is displaying its new flagship, the Mulsane, which could prove to be a serious rival to the Rolls-Royce Phantom. Bentley, meanwhile, is displaying its new flagship, the Mulsanne, which could prove to be a serious rival to the Rolls-Royce Phantom.
Bentley chief Franz-Josef Paefgen insists the Mulsane is a carefully thought out proposition. Bentley chief Franz-Josef Paefgen insists the Mulsanne is a carefully thought-out proposition.
"In a day and age when we are perhaps not selling so many cars, we have more time to prepare," he says, referring to how the economic crisis has sent luxury car sales plummeting during the last year or so."In a day and age when we are perhaps not selling so many cars, we have more time to prepare," he says, referring to how the economic crisis has sent luxury car sales plummeting during the last year or so.
'Weak time''Weak time'
A decade or so ago, the two marques chose different paths forward after their separation, which resulted in Bentley's new owner Volkswagen focusing its investment in the Continental range while Rolls-Royce owner BMW built a new factory and created the Phantom.A decade or so ago, the two marques chose different paths forward after their separation, which resulted in Bentley's new owner Volkswagen focusing its investment in the Continental range while Rolls-Royce owner BMW built a new factory and created the Phantom.
You don't see a rev counter in a Rolls-Royce Tom Purves, chief executive, Rolls-Royce Motor CarsYou don't see a rev counter in a Rolls-Royce Tom Purves, chief executive, Rolls-Royce Motor Cars
In a sense, their differing strategies accentuated the way the market for luxury cars is split into two segments.In a sense, their differing strategies accentuated the way the market for luxury cars is split into two segments.
The top end consists of larger, more luxurious cars and here the Rolls-Royce Phantom family of cars are arguably leading the way. Bentley's Arnage also had a strong presence in this segment, though it is only with the Mulsane that the Crewe-based firm can deliver a recently developed model. The top end consists of larger, more luxurious cars and here the Rolls-Royce Phantom family of cars are arguably leading the way. Bentley's Arnage also had a strong presence in this segment, though it is only with the Mulsanne that the Crewe-based firm can deliver a recently developed model.
"Every single part had to be changed," says Mr Paefgen."Every single part had to be changed," says Mr Paefgen.
The market for smaller, sportier luxury cars is dominated by the Bentley Continental range, according to Mr Paefgen.The market for smaller, sportier luxury cars is dominated by the Bentley Continental range, according to Mr Paefgen.
MOTOR SHOW COVERAGE Rolls and Bentley rivalry heats up Car firms disagree on electric future Opel tries to get back to 'living cars' Volkswagen eyes global dominance BMW unveils two new Mini models Crowded industry eyes the future MOTOR SHOW COVERAGE Rolls and Bentley rivalry heats up Car firms disagree on electric future Opel tries to get back to 'living cars' Volkswagen eyes global dominance BMW unveils two new Mini models Crowded industry eyes the future
But the Ghost's arrival might well further knock Bentley's sales, which have about halved during the recession from a peak of about 10,000 sales two years ago.But the Ghost's arrival might well further knock Bentley's sales, which have about halved during the recession from a peak of about 10,000 sales two years ago.
Rolls-Royce chief Tom Purves says some 85% of its Ghost customers will not have had a Rolls-Royce before, yet sales of the model could well reach 2,000 in "a good year", in addition to some 1,000 Phantom sales.Rolls-Royce chief Tom Purves says some 85% of its Ghost customers will not have had a Rolls-Royce before, yet sales of the model could well reach 2,000 in "a good year", in addition to some 1,000 Phantom sales.
Though this, as everybody knows, is not a good year, Mr Purves acknowledges.Though this, as everybody knows, is not a good year, Mr Purves acknowledges.
"It's a weak time," he says. "But it doesn't mean it's a bad time to come with a new product.""It's a weak time," he says. "But it doesn't mean it's a bad time to come with a new product."
'Very different''Very different'
Bentley rejects any suggestion that it is the Mulsane that elevates Bentley into Rolls-Royce territory. Bentley rejects any suggestion that it is the Mulsanne that elevates Bentley into Rolls-Royce territory.
"We're already there," insists sales and marketing director Stuart McCullough, pointing out that "on a lot of our bespoke cars we go well over £1m"."We're already there," insists sales and marketing director Stuart McCullough, pointing out that "on a lot of our bespoke cars we go well over £1m".
Rolls-Royce's Mr Purves, meanwhile, is loath to acknowledge that Bentley is a Rolls-Royce rival.Rolls-Royce's Mr Purves, meanwhile, is loath to acknowledge that Bentley is a Rolls-Royce rival.
"I think [the Mulsane] is a fantastic car and I wish them all success," he says. "But it is a very different car." "I think [the Mulsanne] is a fantastic car and I wish them all success," he says. "But it is a very different car."
Bentley is a more sporty brand that attracts different customers, he adds.Bentley is a more sporty brand that attracts different customers, he adds.
"You don't see a rev counter in a Rolls-Royce. I'm sure you'll see one in every Bentley. I doubt if anyone's going to make a choice between the two.""You don't see a rev counter in a Rolls-Royce. I'm sure you'll see one in every Bentley. I doubt if anyone's going to make a choice between the two."