You don't port over an executive from one company to another without expecting him (or her) to apply the same sort of successful formulas that brought success for his former employer to the new one. And that's certainly the case with automotive executives. Alan Mulally, for example, was tipped to do for Ford what he had done at Boeing – namely, to put the American company at the forefront of the industry – and by many accounts, he has succeeded. The same could be said for Wolfgang Dürheimer.

As executive vice-president at Porsche, Dürheimer oversaw the expansion of the 911 model into a huge range of variants that, on the outgoing version, topped over two dozen. It's a formula that has helped Porsche become one of the most profitable automakers in the industry. And according to the latest from Autocar, that's what he hopes to do with the Continental family in his new position at Bentley, over which he has presided now for less than a year.

Between three body-styles and as many engine specifications, the Continental has already spawned a good eight variants, but if Dürheimer has his way – and he is chief executive, after all – that could expand significantly on the facelifted model to include lightweight models and various special editions.

Beyond the Continental range, however, the Mulsanne could grow a long-wheelbase model (much as the Rolls-Royce Phantom has) as well as coupe and convertible versions to replace the Brooklands and Azure models, respectively. These, in addition to ongoing rumors of a four-door coupe and an SUV to join the Flying B range from Crewe.


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    • 1 Second Ago
  • 15 Comments
      2 Wheeled Menace
      • 3 Years Ago
      Well, better start removing the lead bricks from your car designs.
      Car Guy
      • 3 Years Ago
      I understand the plan, however, there is a big difference in the volume of Porsche 911 sales verses the Continental sales. Will Bentley have enough volume to offset the cost of development with more variants? Maybe -- but I don't think you can directly cut and paste the Porsche idea to Bentley given the volume is so much smaller.
      Russell
      • 3 Years Ago
      As long as it's not a 911 with a new skin I'm totally cool with it.
      bwaugh06
      • 3 Years Ago
      As stated in the article: "It's a formula that has helped Porsche become one of the most profitable automakers in the industry." I'm sorry but porsche didn't succeed due to having 2 dozen different trims/models many of which are have been hardly different from one another. Although tailoring to your customers is very important there is a better way to do this.
        • 3 Years Ago
        @bwaugh06
        [blocked]
      Krishan Mistry
      • 3 Years Ago
      How about a RWD manual Continental GT2RS?
      Luke Lau
      • 3 Years Ago
      Why haven't any of the supercar companies though of something cheaper than their line of $250k cars. Bentley Continental CHEAP edition. :D
      Where's the cheese?
      • 3 Years Ago
      With a regular W12 Continental GT (the one that's already available), a Speed version of the Continental, a Continental with an Audi V8, and convertible versions of all three types mentioned above and possibly a Supersports variant in the future, I say Bentley is already well on their way to realizing their marketing strategy.
      Sukairain
      • 3 Years Ago
      Continental GT, GTS, GT2, GT3, GT2 RS, GT 3 RS, G Turbo, G Turbo S, G Turbo Disel, G Turbo Disel Sport, GT Hybrid, GT Grand Sport, now add a convertible to each of the above, Now add a Targa variant o each of the above, and add the 4 door version to each of the above. What kind of stupid idea is that. Don't be so lazy, design new cars, not new variants.
        sparrk
        • 3 Years Ago
        @Sukairain
        "What kind of stupid idea is that." - the kind that brings money.
          Sukairain
          • 3 Years Ago
          @sparrk
          Sigh, you're right Porsche is making tons of money doing this. Why not Bentley or anyone else.
        Ario
        • 3 Years Ago
        @Sukairain
        you have a good point, but sparrk is right, it probably has more revenue and keeps costs lower
      • 3 Years Ago
      [blocked]
      brian
      • 3 Years Ago
      The Brooklands and Azure replacements based on the Mulsanne aren't exactly unexpected... ...but multiple variants within a bodystyle is rather ridiculous - That's what Mulliner is for.
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