How Bentley Turned the Tide
Even as the Felicity Ace met its unfortunate fate sinking in the Atlantic Ocean with a cargo of luxury cars, Bentley executives sprang into action to mitigate the damage. With nearly 200 Bentleys destined for the U.S. submerged, Bentley swiftly responded to the crisis.
Unprecedented Loss
The cargo ship carried an unusually large load of 189 Bentleys, far exceeding the typical 40 to 70 vehicles shipped to the U.S. Each luxury car valued at approximately $300,000, resulted in a staggering estimated loss of $56.7 million when the vessel went down.
Challenges Faced
Besides the Bentleys, the Felicity Ace also transported around 4,000 Volkswagen Group vehicles, including VWs, Audis, and Porsches, some equipped with lithium-ion batteries that possibly worsened the fire that led to the ship’s sinking. The timing was particularly challenging due to the existing supply chain constraints and the scarcity of semiconductor parts.
Recovery Efforts
Despite the setback, Bentley’s regional sales teams collaborated to address the crisis. Leveraging excess capacity from softer Chinese demand and a halt on sales to Russia during the Ukraine conflict, Bentley managed to soften the blow of losing nearly 5% of its annual sales in the Americas.
Conclusion
In a compelling display of resilience, Bentley navigated through adversity and managed to deliver the last remaining vehicle—a Bentayga First Edition—to a customer who had originally ordered a car that sank with the Felicity Ace. This demonstration of commitment to their clientele showcases Bentley’s unwavering dedication to customer satisfaction, even in challenging times.
FAQs About Bentley’s Recovery:
Q: How many Bentleys were onboard the Felicity Ace?
A: The Felicity Ace carried a total of 189 Bentley vehicles destined for the U.S.
Q: What was the estimated value of the Bentleys lost in the incident?
A: The total sum of the Bentleys that sank with the Felicity Ace was close to $56.7 million.
Q: How did Bentley offset the impact of the lost vehicles?
A: Bentley’s regional sales teams utilized various strategies, including leveraging excess capacity and adjusting sales to mitigate the effects of losing a significant portion of their annual sales.
Q: Did customers who ordered the sunk Bentleys receive replacements?
A: Bentley managed to deliver the last vehicle, a Bentayga First Edition, to a customer who had originally ordered a car that sank with the Felicity Ace.
