Why Bentley Is Selling Fewer Cars but Still Making Millions

Seven Years Profitable, Still Under Pressure

Bentley’s streak continues, with seven years of profits even as the luxury market cools off. For 2025, revenue landed at €2.6 billion (around $3 billion) – just a one percent dip – while operating profit came in at €216 million ($249 million).

Profits are down compared to last year, but most of that comes from outside pressures. Tariffs, currency swings, and write-offs from cancelled EV projects all took a bite. Strip those away, and Bentley’s main business is still holding steady.

Deliveries dropped almost 5% to just over 10,000 units, mostly due to softer demand in China. Instead, Bentley is doubling down on higher-margin models and custom Mulliner builds. The strategy is to move fewer cars, but make each one count more.

The Bentayga is still Bentley’s top seller, with the Speed version picking up steam late in the year. Meanwhile, hybrids like the Continental GT and Flying Spur are moving closer to the center of the lineup.

Cost Cuts Without the Panic

Bentley is trimming its structure and planning to cut up to 275 jobs – about 6% of its workforce. Around 150 roles will be cut outright, while the rest will be handled through retirements and internal reassignments, Automotive News reports.

Management says this isn’t a panic move, just a long-term adjustment. The entire auto industry is feeling the squeeze, and Bentley is making sure its costs align with the new reality.

There are good reasons for the change. China used to drive more growth, but now it’s a smaller piece of the pie. The U.S. is still important, but it’s not without its own challenges. Just like other automakers, tariffs alone cost Bentley €42 million ($48 million) last year, further adding to the pressure.

Even so, Bentley is still pouring money into its Crewe plant to get ready for an electric future. The challenge is keeping profits up while covering the cost of that shift.

EV Plans Reworked, Hybrids Take Over

Bentley’s EV plans are changing, too. The original goal was five electric models by 2035, but now only one is confirmed for the near future, with a second one by the end of the decade.

That first EV, an SUV, is expected soon and will use the same electric platform as Porsche and Audi. After that, the roadmap gets a lot less clear.

This change comes after Volkswagen Group cancelled the SSP61 platform, which was supposed to support several new EVs. Instead of pushing ahead anyway, Bentley is choosing to play it safe.

Right now, hybrids are carrying most of the load. Bentley’s V8 plug-in systems have been well received, striking a practical balance between performance and emissions. The next wave of models, including the upcoming Bentayga, will likely stick with that recipe.

Bentley isn’t stepping away from EVs entirely, but it is slowing down its development. The focus has shifted from expansion to timing, as demand in the ultra-luxury space catches up.

View the full article