Bentley’s super -rich customers could handle Trump’s Tariff costs, warns Executive Director

A six -digit price on Bentley could be set up to increase under the weight of a trade war of Donald Trump and a well -known case of demand in China.

Reported Bentley owned by Volkswagen 2024 Financial results On Wednesday, showing significant winds because operating profits dropped 37%, while revenues dropped to the lowest level of 2020. With 2.65 billion euros (2.9 billion USD). This marked the second year in a row with double -digit profits and reducing revenue on the luxury car manufacturer.

The key reason why executive director Bentley Frank-Steffen Walliser gave another fall in revenue and profits in China fell demand, which misleading several car manufacturers, including Bentley’s parents Volkswagen.

Walliser praised the “positive year despite the winds,” but warned more obstacles to come this year.

“Rejoice in 2025, of course we continue to move with the difficult conditions of the global market and maintain a unstable political and economic environment, but our sales power is strong.

In an interview with journalists, Walliser confirmed that the trade war launched by Trump could have effects on the price of Bentley cars.

“We evaluate different scenarios about how to deal with it, but in the end it would be transmitted to consumers,” Walliser said.

Trump aimed at importing tariff vehicles because he seeks to reconsider several industries and improve American competitiveness, probably at the expense of prices that consumers pay for their goods.

Several car manufacturers sought to alleviate investors’ fears so that they could influence the tariffs, BMW Among the companies discussing plans for the transfer of sales production in the US to factory located in the countries. The executive director of BMW Oliver Zipse said, however, that the tariff could cost a car manufacturer billion ($ 1.1 billion).

Given that most of Bentley’s production that happens at his Crewe factory in the UK, the group will hope that his luxury offer will be sufficient for customers to return in the event of a price increase.

Bentley’s pressure to adjust

While Bentley struggled with a drop in total revenue, the car manufacturer managed to throw out more sales from each of his customer segments. The group announced that the car revenue has increased by 10% in the last two years, thanks to increasing interest in expensive changes.

Bentley enjoyed a record level of demand for adaptation 2024, and 70% of customers decided to pay more to change their Bentleys Mulliner Bespoke option, which allows drivers to change the color of the wheel or body of their car. Walliser said Bentley would be a “value over volume” priority in 2025 to lean into and switching his taste.

Continuous interest in changes will be welcomed by the Bentley news. Speaking after the announcement of earnings from 2023, former CEO Adrian Hallmark said that consumers reduced their demand because of “Emotional sensitivity” Creating resistance to wear a large on a six -digit offer of car manufacturers.

This story is originally shown on Fortune.com