Bentley celebrates sixth year of profits boosted by customers choosing bespoke extras for

Record levels of personalisation have helped propel Bentley to its sixth successive year of profitability.

The British luxury car maker based in Crewe and employing more than 4,000 people announced an operating profit of €373million (£313.32m) – the fourth best in its 105-year history.

It also announced a return on sales of 14.1 per cent based on revenue of €2.648billion (£2.224bn) as revenue per car soared by 10 per cent over two years.

Performance was boosted by an increase in customers choosing lucrative price-increasing extras, including 70 per cent opting for a Mulliner bespoke option.

It comes as the firm, owned by German motor giant Volkswagen, begins work today converting the oldest building on its Crewe site to electric vehicle production – the latest phase in Bentley’s transformation of the 85-year-old car plant towards EV manufacture.

Bentley said the investment underlined its ‘long-term commitment to the UK’ as it prepares to launch its first electric vehicle in 2027, an urban SUV.

Bentley has celebrated a sixth consecutive year of improving profits as customers splashed out on bespoke extras for their luxury cars built in Crewe

Bentley Motors chairman and CEO Dr Frank-Steffen Walliser declined to put a figure on how many cars were sold last year, insisting the priority is ‘value over volume’.

But it suggests that if volume is declining, spend and profitability per car is increasing.

‘Over the last five years Mulliner content per car has tripled,’ he added. 

‘Much of this is personalisation is on exclusive paints and veneers.’

Internationally, US President Trump’s imposition of tariffs was creating some ‘uncertainty’, the impact of is still ‘too early to judge’, he said. But he noted: ‘However it adds up, it will have an impact.’

China was proving ‘challenging’ but while the overall market was shrinking, Bentley’s market-share was increasing, to about 50 per cent of luxury car sales.

Asked about the powertrain mix of the next 10 cars, the CEO commented: ‘We have ideas. But we’re not telling now.’

Performance was boosted by an increase in customers choosing lucrative price-increasing extras, including 70 per cent opting for a Mulliner bespoke option

Bentley Motors chairman and CEO Dr Frank-Steffen Walliser (pictured) declined to put a figure on how many cars were sold last year, insisting the priority is ‘value over volume’

Bentley’s original transition deadline of 2030 to become a fully electric was last year delayed to 2035 as concerns grew regarding to slow uptake of EVs. 

However, the CEO says the company will remain ‘flexible’ over the next decade and the mix of EV and V8 hybrid powertrains. 

‘We’re looking closely at all the markets. Our judgement is that we’re at the deep point for EV acceptance,’ Walliser told This is Money.

‘It was maybe a bit too bullish in the beginning.

‘We are trying to be as flexible as possible – and to be driven by the market.

‘It’s honestly not easy. You need a bit of lead time.’

Bentley today begins work converting the oldest building on its Crewe plant (pictured) to EV production as it embarks on going fully electric from 2035

The company said the latest financial results support the company’s ‘Beyond100+’ strategy to self-fund its re-calibrated EV ambitions, which includes introducing a new hybrid or electric model every year over the next decade.

Following a ‘milestone year of transformation’ towards an electric future, Bentley bosses warned of a turbulent car market ahead in 2025, but said they believed the car company’s continued strong sales would help it navigate ‘difficult global market conditions’ as well as ‘volatile political and economic environments’.

The car maker said: ‘Bentley Motors today lays the ground on its new BEV [battery electric vehicle] assembly line located in the oldest building at the Pyms Lane site while announcing its sixth consecutive year of profitability with record levels of personalisation.’

Walliser added: ‘Last year marked a milestone year in our transformation as we prepare for our electric future.

‘We are investing at levels never seen before at Bentley, as we not only revolutionise our product cycle plan, but also transform an 85-year-old site for a new age of electrification. 

‘These are the critical foundations that will build our long-term sustainability and success.’