Bentley Kyiv, the only official dealership of Bentley Motors in Ukraine, plans to sell 63 cars in 2021, while last year it managed to sell 37 cars, Director of the center Oleksiy Kaplaty has told Interfax-Ukraine.
“In the year of the pandemic, when there was a rather difficult situation on the market, this is very indicative. Some markets, for example the European, lost their shares, but we grew and grew very strongly,” he told Interfax-Ukraine, commenting on the results of last year on the sidelines of a press conference on Wednesday held on the occasion of the debut of the Ukrainian racer Ivan Peklin at the first stage of the International GT Open.
The director said that this year there are plans to sell 48 new cars and 15 used ones. According to him, the company places great emphasis on working with used cars.
Commenting on the receipt of two awards for the best Bentley Motors dealers in Europe – Best of Sales 2020 and Best of Marketing & Communications 2020 – by Bentley Kyiv in April, Kaplaty said that this is due to a significant excess of the sales target of 30 vehicles.
The head of the dealership said that Bentley Kyiv was actively working on pricing, as a result of which they managed to make prices in the domestic market competitive: the purchase price of a car in Bentley Kyiv will be lower than that of a European dealer with its official import and customs clearance.
“This is the result of the work that we carried out with Bentley, telling about our share, our investments. Investments in this building [the largest dealership in Europe near the Boryspil airport with an area of 1700 sq. m.] is about $5.5 million. Accordingly Bentley has confidence in such partners as the Winner group of companies, Kaplaty said.
As for marketing, he said that success in this category became possible thanks to non-standard events, such as the presentation of the updated Bentley Bentayga at the Kyiv Fortress Museum.
The director of the center added that 2020, with the COVID-19 pandemic, made fundamental changes in advertising promotion, but the company was ready for this. “I can confidently say that about 40% of our budgets are focused on digital: promotion in electronic networks, social networks,” he said, pointing out that most of the traditional public events were at risk of failure or were not held.
Speaking about market share, Kaplaty said that the main goal set by Bentley in all regions is to occupy a share of at least 12% in the segment of luxury and premium cars. “As of today, according to the results of the first quarter, we hold a share of about 13%, that is, we are growing and strengthening our position,” the director of Bentley Kyiv said.
When asked about new trends for luxury brands, he said that this year the center will officially unveil two new models with hybrid engines – the Bentley Flying Spur and the Bentley Bentayga. The green and renewable materials trend is at the heart of Bentley’s 2030 strategy, he said.
Winner Group Ukraine has been operating on the Ukrainian market for over 28 years, during this time more than 140,000 cars have been sold and more than 50 dealerships have been opened in Ukraine. In August 2016, an agreement of intent was signed with the Bentley brand in Ukraine. Bentley Kyiv is the only official dealer for the sale and service of Bentley on the territory of Ukraine. The official opening of the Bentley Kyiv dealership took place on July 10, 2019.
Winner Imports Ukraine, a member of the group, is the official importer of Ford, Volvo, Jaguar, Land Rover, Porsche and Bentley cars in Ukraine, and in the third quarter of this year it intends to introduce the MG auto brand (property of the Chinese SAIC Motor) to the Ukrainian market.
Ivan Peklin is a 19-year-old pilot from Kyiv who started racing for the Italian Lazarus Team in Bentley Continental GT3 this year.
In his debut race at this year’s first International GT Open on May 15 in France, he took first place with teammate Jordan Pepper from South Africa.
