Bentley Sales Halve in China as Prices Plummet

Bentley's sales in the Chinese market have continued to decline, with total deliveries in 2025 amounting to 2,030 units—more than 50% lower than the historical peak of 4,212 units recorded in 2021. In the first four months of 2026, cumulative sales reached just 489 units, a 30% year-over-year drop. In May alone, imports totaled 115 units, down 36% compared to the same month last year. Amid falling sales, Bentley has significantly reduced its vehicles' retail prices. The 2026 Flying Spur now offers comprehensive cash discounts ranging from RMB 350,000 to RMB 450,000, with financing deals providing discounts of up to RMB 500,000. The official manufacturer’s suggested retail price (MSRP) for the 2024 Flying Spur V8 Standard is RMB 2.793 million, yet some dealers are quoting as low as RMB 1.993 million—a discount of RMB 800,000. Resale values have also declined sharply: the three-year residual value ratio for the Flying Spur dropped from nearly 75% in 2024 to 62% in 2025, a decrease of over 12 percentage points within a year. Market analysts attribute this downturn to the rapid rise of domestic premium new-energy vehicle brands, which have launched multiple models priced above RMB 1 million. These competitors attract Bentley’s traditional customer base by offering more advanced intelligent features and product experiences better tailored to local consumer preferences. Meanwhile, Bentley’s core lineup remains dominated by large-displacement internal combustion engine vehicles, lagging behind industry standards in smart cockpits and infotainment systems. Combined with high ownership costs and a slow transition toward electrification, these factors have diminished Bentley’s appeal among younger, high-income consumers.