Volkswagen Group plans to put Bentley under the Audi brand

Published: Oct 26, 2020 11:17

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SMM News: a few days ago, we learned that Volkswagen Group will merge the Bentley brand into Audi in 2021 and become a subsidiary of Audi. Bentley will make more use of Audi's technology and platform in the future.

Currently in charge of the Bentley brand is Porsche CEO Oliver Bloom, but its management and development of Bentley is not fully concerned. Bentley will be led by Audi CEO Marcus Dussman, and more new Bentley models based on Audi platforms and technologies may be launched in the future, including an SUV.

There was also news that Volkswagen planned to sell Bugatti and Ducati. It is reported that Volkswagen has basically reached an agreement with Croatian start-up Rimac to sell the Bugatti brand, which will be completed soon, and Volkswagen is also looking for a buyer for the Dukadi brand.

Editor's comments:

Volkswagen turned Bentley into a sub-brand of Audi, which seems to be a "left pocket to right pocket" behavior, in fact, it has a certain impact on Bentley's brand positioning and independence. In addition to Bentley, Lamborghini and Ducati are also sub-brands of Audi. With reference to Volkswagen's previous plan to sell Bugatti and Ducati, this seems to mean that Volkswagen will make a strategic contraction in the future and shift its core to the development of other brands.

Volkswagen Bentley Audi

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