These days the big spenders can afford to be picky. Competition in the supercar market has been at full revs since Mercedes’s leading German rivals powered their way into a sector once dominated by the British. Four years ago Volkswagen picked up Bentley in a sale that also led to BMW’s gaining control of sister-brand Rolls-Royce. Prestige was at stake for all the players, and the race to create the next generation of hot wheels was on.
Now, the first of these ultra-luxury cars are rolling off the grids. Following on the heels of the Maybach ($360,000), which will reach owners later this month, BMW plans to unveil its first new model since 1998 early next year. Details remain a closely guarded secret–though it’s been reported that the rear doors will open backward, allowing celebs a more elegant exit before cameras. On view this month at the Paris Motor Show was Bentley’s sleek Continental GT (about $170,000), a coupe that goes into production in Britain next year. Capable of reaching 180mph, it’s the fastest car in the company’s history.
But how do you know if you’re rich enough to ride with the high rollers? According to industry analysts there are as few as 10,000 megarich enthusiasts around the world who are ready to spend more than $150,000 on a car (the average Maybach owner will have at least five cars). There are other factors to consider, as well. CEOs know that splurging on an ultraluxury car in a struggling world economy won’t impress the shareholders or please jittery employees. That’s one reason the truly discerning might opt for the Bentley if forced to choose among the German-owned newcomers. (Bentley and Rolls-Royce date back to motoring’s earliest glory days, and the Maybach–a brand deliberately revived by Mercedes–was the preferred limo of Germany’s prewar elite.) The Bentley’s discreet elegance stole the show in Paris. “A Rolls-Royce is ostentatious and the Maybach was really just for German counts,” says Graeme Maxton of the consultancy Autopolis. “But a Bentley has always been understated.” Among all kinds of high-end goods–not just cars–that’s more of a virtue than ever these days.
