Bentley is planning to do more special-edition versions of the Continental GT after the new model goes on sale in 2011.
The company sold 23,000 examples of the outgoing Continental GT in seven years but Bentley’s hope for the new strategy will be to sell similar numbers of the new car in a more crowded market.
This time, however, it plans to spread the volume more evenly over the car’s lifespan. Marketing boss Alasdair Stewart told us: “We’ve learnt that we need to smooth fluctuations.”
The company’s plan will place it in the same niche as Porsche, which regularly offers special editions of the 911.
The new Continental GT unveiled recently will cost from £135,760 when it reaches dealerships in the first quarter of 2011. That's a cost increase of almost £10,000 on the current car's £126,500 sticker price.
Although it may not look much different from the outgoing model, the new GT is heavily revamped and is due to get a new engine – a still-secret 4.0-litre direct-injection V8 – in addition to the existing W12.