Beware! Ultra luxury brands, another one of your comrades is falling down the shame spiral and building a - gasp - SUV!

Sure that is a little dramatic, but so are all of the people that are scoffing at the fact that Bentley has now confirmed a new SUV scheduled to hit their lineup sometime in 2015. If everyone remembers correctly, these are the same people that were horrified that Porsche decided to build the Cayenneand look how well that turned out for them. Now, with a 37% increase of sales in 2011 (to 7,003 vehicles sold), Bentley is looking to double this number by the time this new SUV comes out by making it "the world’s most luxurious 4x4" SUV and targeting growing SUV markets like the US and China. The "luxurious" title will also match the price; Bentley is stating that the starting price for their future SUV will be $140,000, making the $48,200 starting price of the Porsche Cayenne look like it belongs on a Kia Sportage.

So what constitutes the jumbo price tag? Other than the supposedly tremendous amount of luxury built into the future SUV, it has also been stated that it will be powered by the next generation W12 engine delivering up to 600 HP. For markets like Europe, Bentley will also offer a 6.0-liter V12 TDI engine with an output of about 500 HP.

Bentley is taking a big step with its improving sales by giving an SUV a chance to flourish. Does the world need a strong competitor for the Porsche Cayenne? Probably not, but that doesn’t mean that high-end customers with deep pockets won’t be writing out checks for a chance to wallow in the luxurious nature promised by Bentley.

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