The business structure of the Volkswagen Group is rumbling. As part of the restructuring, Bentley may be transferred to Audi.
That seems like a typical case of ‘vest pocket-pocket’, but Volkswagen maintains a clear structure. The various ‘Brand Groups’ are important here. Volkswagen, Seat and Skoda, for example, fall under the heading ‘Volume’, while Audi, Lamborghini and Ducati with ‘Premium’ occupy their own corner of the business. Porsche, Bentley and Bugatti fall under ‘Sport & Luxury’.
Although the choices made therein may at first glance be disputed, the Germans really thought carefully about this structure. They now seem to be doing that again. Reuters reports on the basis of a message from Automobilwoche that Bentley will be transferred to Audi. That could mean that the brand will move from ‘Sport & Luxury’ to ‘Premium’, although that is not said in so many words. It would be clear that in the future not Porsche, but Audi will have the final say in the British branch of the company.
Different
Although not officially confirmed, this move would fit other rumors surrounding the Volkswagen Group. In the metamorphosis from a traditional car manufacturer to a company that, among other things, produces many EVs, certain things have to be explicitly different. For example, the Germans would look at a different development of the Lamborghini brand, while the option of divesting in particular would be considered for Bugatti.
Moreover, it would not be the first time that Audi will play a larger role within the Volkswagen Group. Earlier, the brand was also mentioned as being ultimately responsible for software development and R&D.