Bentley is about to launch a city SUV positioned below the Bentayga — the Barnato. Based on Volkswagen Group's PPE platform, the new model is expected to hit the U.S. market in the third quarter of 2027, with a price range of approximately $200,000 to $250,000 (equivalent to RMB 1.36 million to 1.7 million). Its powertrain is shared with the Porsche Cayenne EV, featuring a 113 kWh battery pack, support for 390 kW fast charging, and a maximum power output of 850 kW. This strategic move marks Bentley's attempt to fill the market gap between Porsche and the Bentayga by expanding its product lineup.
Although the Bentayga has long accounted for nearly half of Bentley's sales — in 2022, Bentley delivered 15,174 vehicles globally, with the Bentayga making up nearly half, and even as sales fell to 13,560 in 2023, it remained the主力 model — the Barnato is not intended to replace this flagship. Instead, Bentley is trying to replicate the Bentayga's success by attracting new consumer groups with a more affordable pricing strategy. Data shows that the ultra-luxury car market is undergoing structural adjustments: after 2023, due to a weak Chinese market, high interest rates in Europe and the U.S., and asset price fluctuations, the willingness to purchase SUVs priced above 2 million RMB has declined significantly, and wealthy consumers have become more conservative in their spending.
The core competitiveness of the Barnato lies in its precise positioning to fill the gap in the 1 million RMB market segment. Currently, this price range is occupied by the Mercedes-Maybach GLS, Aston Martin DBX, and some high-end new energy SUVs. Bentley, through technology sharing on the PPE platform, combines electric performance with ultra-luxury craftsmanship to create a differentiated product that blends "Porsche technology with Bentley luxury." For example, its interior uses solid wood, metal, and leather materials, and features the iconic winged hood ornament, while the engineering foundation comes from Volkswagen Group's internal resource integration.
While this strategy may boost sales, it also raises concerns about brand positioning. Rolls-Royce maintains scarcity by keeping a high price threshold and low exposure, whereas Bentley's continued downward price expansion risks diluting its brand premium. Market analysts suggest that the Barnato will attract consumers who would otherwise consider high-spec Porsches, Mercedes-Maybach GLS, and Land Rover Range Rovers, but in the long run, the brand distance between Bentley and Rolls-Royce may widen further. This product lineup adjustment is essentially a response by ultra-luxury brands to market fragmentation: when the market above 2 million RMB struggles to grow, expanding downward becomes a key strategy to maintain scale.
