Page 120 - Forbes - USA (February 2018)

Forbes Life AUTOS

Separated at Rebirth

Thanks to signature models, Rolls-Royce and Bentley are both enjoying a renaissance.
But the iconic British automakers have traveled two very different roads.
BY JOANN MULLER

here’s a certain charm to the idea of a over who would control the Rolls-Royce brand—but
storied British luxury carmaker, famous- both companies are much better off today.
ly down on its luck, roaring back to life Bentley sold a record 11,089 vehicles world-
Tunder new ownership with a fresh line- wide in 2017, driven by the success of its first SUV,
up of classic-yet-modern vehicles that seduces a the Bentayga. Launched in 2016, the $229,000
new generation of discerning buyers. Bentayga quickly became Bentley’s bestselling
When it happens to two of them, it’s uncanny. model. Unprofitable as recently as 2010, in 2016
So it is with Rolls-Royce Motor Cars and Bent- Bentley posted an operating profit of $135 million
ley Motors, two illustrious automotive brands cos- on $2.4 billion in revenues.
mically linked for decades, now both savoring re- Rolls-Royce has also been on a roll. In 2014
markable comebacks, independent of one another. the company recorded its best sales year in its
There was a time in the 1960s, during the near- century-plus history—4,063 vehicles—luring new,
ly 70-year stretch that Rolls owned Bentley, that the younger buyers with bold Black Badge versions
Backseat driver: brands were virtually identical, save for their distinc- of models such as the Ghost, Wraith and Dawn.
Rolls-Royce CEO
Torsten Müller-Ötvös tive hood ornaments. But today Rolls-Royce, now Sales fell to 3,362 in 2017, mostly because Rolls-
touts the unparalleled owned by BMW, and Bentley, a unit of Volkswa- Royce temporarily stopped producing its flagship JAMEL TOPPIN FOR FORBES
customization of its
cars. “Your imagination gen AG, have found separate paths to success. Their Phantom.
is basically our limit.” 1998 divorce was a tad messy—including a battle Fanning this synchronicity, both brands are

118 | FORBES FEBRUARY 28, 2018