宾利放下架子进军SUV市场

    大众汽车1998年收购宾利前，宾利这个汽车品牌被大家视为英国上流社会优雅而颇富怀旧气息的象征。皇室家族成员至今还坐宾利车到处旅行，这也是这家公司十分自豪的一点。实际上，查尔斯王子的那辆宾利慕尚（Mulsanne）的后排最近特意略微降低了高度，以便他的伴侣卡米拉戴帽子的时候也能方便地上下车。

    今年宾利全球销量可能会达到1万辆，主销车型是欧陆GT轿跑（Continental GT coupe），飞驰（Flying Spur）轿车以及多少应该算大型豪华轿车的慕尚。这个销量大概是全球超豪华汽车销量的四分之一，主要是由中国、美国和欧洲三个市场均摊的。

    就在有些厂商向股东夸口称只用30到40个工时就能制造一辆车时，宾利所标榜的却恰恰与之相反：造一辆飞驰需要大概350个工时的精工细作，打造一辆慕尚更是要花上560个工时。

    所有怀疑这些数字的人都有机会被邀请到英格兰北部的克鲁郡，亲眼目睹工人们缝制真皮，打制锃亮的金属部件，并将大块木板变成华丽的木纹饰面。每年约有8,000名访客，包括很多客户，最终会选择宾利。

    过去，如果你是公爵、贵族或首席执行官，才有机会开上一辆宾利。这辆车就是一种身份象征。不过现在宾利也改变推销策略了：你应该买现在的新款，以及即将推出的SUV，因为你有这个实力。（财富中文网）

    译者：清远         

    Before VW bought Bentley in 1998, the automaker was seen as an elegant, though somewhat antiquated, symbol of the British upper crust. Members of the royal family to this day own and travel in Bentleys. The company is very proud of this fact. Indeed, the rear seat of the Mulsanne used by Prince Charles recently was lowered slightly so his consort, Camilla, could easily enter and exit while wearing her hat.

    This year, Bentley may reach 10,000 vehicle sales worldwide, consisting of its Continental GT coupe, Flying Spur sedan, and Mulsanne large sedan, which is more or less a limousine. That number constitutes roughly a quarter of the worldwide market for ultra-luxury vehicles and is distributed fairly evenly among China, the U.S., and Europe.

    While some automakers brag to shareholders that they can build a car in as few as 30 to 40 labor hours, Bentley boasts the opposite: About 350 hours of craftsmanship are required to build the Flying Spur, and it takes 560 hours to construct the Mulsanne.

    Anyone who doubts those numbers is invited to Crewe in northern England to watch the workers stitch leather, shape the brightwork, and turn the planks into gorgeous wood grained paneling. About 8,000 visitors a year, including many customers, take Bentley up on the offer.

    Once upon a time, a Bentley was something to drive because you were a duke or an aristocrat or maybe a CEO. The car was a status symbol. Bentley has tweaked its pitch: You should buy today's models, and the SUV to come, because you've earned it.