But no one cared about that, as everyone got struck in the head with the incredible knowledge that legendary brands, plus the world’s love for crossovers, SUVs, and trucks, along with the usual ultra-high price because it is Bentley (after all) equals god-send massive profits and the joy of introducing Earth’s affluent clients to a new niche. As if all those posh G-Class, Escalades, Navigators, Lexus LXs, and whatnot suddenly did not matter. Hey, even BMW jumped at the occasion and brought to life a new X7 flagship model for its family of SAV wonders.
Speaking of Bavarians, while Bentley opened up the affluent world’s eyes towards flaunting massive ultra-luxury SUVs as the latest means to stand out in a crowd, it was ultimately the BMW Group-owned Rolls-Royce that solidified the new niche as one of the greatest assets – both across the OEM realm and, especially, across the aftermarket world. And one can take it from experienced outlets, Bentley’s Bentayga went from progressive, forward-thinking ultra-luxury SUV to a model fighting to enter the personalization crowd’s top five… behind the Cullinan, Lambo’s Urus super-SUV, the G-Class, as well as the Caddy Escalade.
So, they introduced us to the Bentayga EWB in a bid to recapture the hype before it is too late and their quirky (some would even call it ugly) ultra-luxury crossover SUV becomes a historical footnote of the great bespoke SUV age. Of course, they will even have a Bentayga EWB Azure First Edition on sale during the first year of order - even if it is not exactly available across all markets, just yet. For example, the EU27, its home market of the UK, as well as Switzerland, Israel, Ukraine, Norway, Turkey, and Vietnam are not getting access to it just yet, so one can already say the Bentayga EWB is off to a rocky start.
Meanwhile, Cullinan, Urus, G-Class, Escalade, and even 2022 Range Rover aftermarket customization projects are all the rage across important regions such as North America, and it does not seem the Bentayga EWB’s apparition will sway things away from the current measure of ultra-luxury SUV things. Frankly, I would not be too surprised to see very few clients looking to be the odd ones to stand out in the affluent crowd. And my main example in that direction is Aston Martin’s DBX, which even in DBX707 form has not attracted a lot of attention among the mighty. Basically, even Mercedes might be doing a better job with its Maybach GLS 600 than Aston, if you ask me. So, is the Bentayga EWB too late or just fashionably tardive at the ultra-luxury SUV party?