The new Bentley Continental Flying Spur makes its international debut at the Geneva Salon on March 1 and will begin its global roll-out from April 2005. Sharing heart and soul with its highly successful stablemate, the Continental GT, the Continental Flying Spur is a four-door Grand Tourer born of a coupe.

Bentley Continental Flying Spur - Marketing

The Continental Flying Spur perfectly complements the existing range of Bentley models. The Continental GT continues to fulfil our customers' desire for a dynamic coupe that offers the very essence of Bentley: sporting prowess and Grand Touring performance. Similarly the Arnage range represents a unique proposition: the emotional purchase of a truly bespoke, hand-built and entirely individual limousine. The Continental Flying Spur will appeal to customers seeking a sumptuous four-door Grand Tourer sharing all the virtues of its coupe stablemate: high-performance, timeless design and superb craftsmanship.

Bentley chairman Dr Franz-Josef Paefgen says the distinction between the new Continental Flying Spur and the Bentley Arnage range is simple:

"As Continental Flying Spur production begins, the Arnage will retain its true position as the most exclusive limousine in the world. If you work in a major capital city you might see a Continental Flying Spur a few times a month, but you will only come across an Arnage a few times a year. The Arnage will continue to be a bespoke car with real exclusivity."

"With the Continental Flying Spur we are opening our doors to new customers who value that unique combination of luxury, style, excitement and practicality. Nowhere else will they be able to enjoy a car that possesses all this as well as the dynamic qualities and power of the Continental GT coupe. The Continental Flying Spur promises a new motoring experience and we look forward to welcoming a new breed of discerning customers to our marque."

The business case for the new four-door is just as compelling. Bentley believes that by offering a car that appeals on both an emotional and rational level to customers it will fill a gap in the market that until this day remained empty. Bentleys are unique cars and the Continental Flying Spur holds a unique position in the market, above more commonplace saloons and below truly bespoke cars like the Arnage. Adrian Hallmark, member of the board, marketing, explains:

"We know there is a great market for a car like this. Like the original Flying Spur, the new Bentley is also purposely positioned as a premium product above a crowded market. When asking our future customers about their needs they were very clear - performance and luxury, style and practicality, inspiration and solidity, excitement and safety. The Continental Flying Spur is our response to their 'no compromise' attitude, and our desire to further the Bentley story."

Bentley is confident that although the production of the new Continental Flying Spur will naturally increase annual sales volumes, the exclusivity of marque's brand will be retained - a factor that has been crucial to its mystique since its beginning in 1919. In the 85 years since, the marque has built a heritage and authenticity based upon its understanding of its customers and the passion for what it does. Whether competing at Le Mans, creating bespoke cars for loyal clients, or introducing new members to the exclusive Bentley family, it has always been done in a manner that echoes the spirit of its founder W.O. Bentley. To that purpose, every Bentley customer will still experience the most personal treatment from his local dealer right up to the factory gates at Crewe where they can come and watch their car being built.