With the recent reveal of the Bentley EXP9F SUV concept at
the 2012 Geneva Auto show, various forums and pundits have been up in arms
about the controversial luxo-brusier. The EXP9F joins the lucrative “high
luxury” SUV market, which includes models from next to every major luxury
automotive manufacturer in the world. Many people, however, do not believe that
Bentley should betray its rich and storied history, as Bentley has never
mass-produced an SUV before. Many think Bentley is simply jumping on the
performance SUV bandwagon, along with other turncoats like Porsche and
Maserati, and will lead to nothing but brand-dilution.
With the EXP9F, however, it seems to be carving out its own
specific niche in the market. The most expensive luxury SUVs on sale right now
all have high performance dispositions, with high powered engines, sport tuned
suspensions, and interiors inspired by the cockpits of high-end sports cars. However,
because the EXP9F is a Bentley, things are understandably a bit different. You
see, when a well-to-do individual wants a luxurious GT to cruise around in both
style and comfort that can be used every day, they have a few paths to choose
from. If you want a sporty, fast, and performance oriented GT, the Aston Martin
DB9, Porsche 911 Turbo, and Maserati GranTurismo fit the bill rather well. On
the other end of the scale, if luxury, interior appointments and ride comfort
is your priority, the Bentley Continental GT is the ideal choice. Modern Bentleys
always have similar characteristics that are standard across the model range.
They feature sumptuous leather, wood and/or brushed metal interior trimming, state of the art
media/infotainment systems, and a ride quality that is unparalleled by anything
except perhaps a modern Rolls-Royce, which, depending on the model, usually
costs quite a bit more. With the EXP9F, it is business as usual. The seats are
large and heavily cushioned affairs, with copious amounts of both leg and
headroom. The EXP9F is teeming with every gizmo and gadget imaginable, and the
exterior sports the trademark garish Bentley grille that is three sizes too large.
All of these creature comforts add massive amounts of weight to the vehicle,
which only hampers what little performance capabilities this couch-on-wheels already
has. Because of the lack of a performance oriented attitude, as well as what is
assumed to be a uniquely high price tag, the EXP9F does not have any apparent
competitors from other major companies. The Porsche Cayenne Turbo, Mercedes-Benz G
wagon, BMW X6M, and the upcoming Maserati Kubang are the most expensive SUVs on
sale today, with prices ranging from $90,000 to $150,000. All of these SUVs are
born from companies with rich racing histories, with current model line ups
saturated with sports cars and GTs that have racing lineage that can be traced
back from decades of race prowess and victories. However, while the Bentley marquee
does indeed come from a storied race history, with legendary race cars like the
immortal Bentley Blowers, the racing DNA has unfortunately been lost over the
ages.
Two of these are legendary race cars, and one is a cushy roadgoing GT. Guess which ones are which....
Long ago, with the sale to Rolls-Royce in 1931, Bentley eschewed any sports
cars in the model lineup, with the exception, perhaps of the legendary Turbo R
and the advent of the new Continental GT SuperSports. Because of this, I have
little issue with EXP9F going into production. Since the price is sure to be
heads and shoulders above the budgets of regular buyers of performance SUVs,
and there is little performance history left to abandon, there will be little
to no brand dilution. In reality, the EXP9F will perhaps coax a rival
Rolls-Royce SUV into production from BMW, which would be a fantastic
high-dollar competition that would only be a boon for us interested gear heads.
When Porsche
announced the Cayenne, I was quite disheartened. Porsche has an incredible
racing history, with its past model lineup exclusively occupied by low slung
sports cars and powerful GTs. As with Maserati and the new Kubang, introducing
a sports SUV to a sports car dominated lineup somehow feels cheap. While the
SUV does indeed turn incredible profits, it removes the “special” feel of the
previous race-inspired models. The entire affair ends up feeling like an
exercise in model rebadging, a decision seemingly made by number crunchers, and
not fellow automotive enthusiasts, and that ultimately detracts from the “cool
factor” of the brand. However, as the Bentley has nothing really substantial to
desecrate, the EXP9F does nothing but interest me in the future of the budding
ultra-luxury SUV market.