The scramble for SUVs is scaling dizzying heights. British ultra luxury carmaker Bentley, famous for making outrageously luxurious yet fast saloons and coupes like the Flying Spur, Continental GT and Mulsanne, is exploring the scope for an SUV that could become the most expensive offroader in the world."We are looking at the possibility of an SUV but there is nothing certain about it yet," said Chris Buxton, regional director, middle east Africa and India, Bentley Motors Ltd. "This will not be a volume model and we will never go down in price. Rather it will be an SUV the world has never experienced — a contemporary product with a range of customisations not offered in SUVs yet."
Though it may disappoint puritans, Bentley said it cannot ignore SUVs anymore, though it would present a challenge in positioning.
“Many of our current customers have an SUV in their garage for their day-to-day needs and we are exploring the possibility of offering them the same experience,” Buxton said. “It does pose many challenges for a niche brand like us but the SUV will also be as niche... and possibly the most expensive.”
Bentley is not the only company answering the call of the wild. Fiat group firm Maserati, famed for its noisy sportscars, is also in the final stages of producing its maiden SUV, Kubang.
Joining the league could be Tata-owned Jaguar, whose sister firm Land Rover is already the last name as far as SUVs are concerned. Similarly, James Bond’s Aston Martin is also going offroad with the Lagonda.
The Kubang would come next year, the Jaguar would be out only by 2015 and the Bentley and Lagonda could be much later. But the march towards the wild, wild ‘supersports utility vehicle’ SUV path has well and truly begun.