In a year where most high-end automotive brands celebrated positive results, Bentley faced a contrasting reality, experiencing an 11% decline in global sales in 2023. Despite this downturn, the British luxury carmaker managed to secure the third-best year on record, selling 13,560 vehicles compared to the previous peak of 15,174 units in 2022. The Bentayga led the sales charts at 44%, followed by the Continental GT and GT Convertible.
In contrast to Bentley's subdued performance, rivals like Rolls-Royce celebrated their highest-ever sales year, with 6,032 vehicles sold in 2023, a slight increase over the previous record of 6,021 units in 2022. Similarly, Mercedes-Maybach recorded an impressive 19% surge in sales during the same period, underscoring the industry's resilience to challenges, including the impact of higher interest rates.
While Bentley faced headwinds in overall sales, the brand took pride in its commitment to customization, offering customers an astonishing 46 billion different configurations within its standard range. Remarkably, around three-quarters of all customers opted for personalized content from Bentley's Mulliner division, marking a substantial 43% increase over the previous year. This surge in demand for bespoke and tailored vehicles underscores the discerning preferences of Bentley's clientele.
Further analysis of Bentley's sales trends revealed a strategic shift among customers towards higher revenue models, such as the Azure, S, and Speed models. These premium variants accounted for an impressive 70% of all sales in 2023, a significant rise from the 30% recorded in 2022. The introduction of the Bentayga Extended Wheelbase also proved to be a hit, contributing to over a third of the SUV's total sales in its inaugural full year on the market.
Bentley's sales declined by 11% in 2023 to 13,560 units, from 15,174 units in 2022. The Americas region remained the largest market for Bentley, accounting for 28% of total sales in 2023, but sales in this region declined by 9% compared to 2022. Mainland China, Hong Kong and Macao combined was the second-largest market, accounting for 22% of sales, but sales in this region also declined by 18%. Europe was the third-largest market, accounting for 18% of sales, with a 15% decline compared to 2022. Asia Pacific was the only region to experience sales growth in 2023, with a 5% increase to account for 16% of total sales. Sales in the United Kingdom declined by 18%, while sales in the Middle East, India and Africa increased by 2%.
Bentley's Chairman and Chief Executive, Adrian Hallmark, acknowledged the challenges faced by the luxury market in the latter half of 2023 but emphasized the brand's resilience. Despite the overall sales decline, Bentley achieved its third-highest retail position in history and entered 2024 with a robust order bank. Hallmark noted, "Our quality of sales was much greater, with significant increases in our higher value derivatives, and a significant growth in demand for bespoke personalization."
While Bentley navigates the complexities of the market, its commitment to offering unique and personalized experiences continues to resonate with customers, paving the way for an evolving sales strategy and a promising future in the luxury automotive landscape.