Audi is reportedly taking control of Bentley

    Yet more moving and shaking appears to be happening in the VW Group ranks as the German giant looks to shuffle Bentley into the control of Audi.

    The Volkswagen Group is clearly continuing to make some massive internal changes as a new report from Automobilwoche indicates that VW is looking to make Bentley a subsidiary of Audi.

    Currently, the famed British marque is under the direct control of Volkswagen, but putting it under the control of Audi wouldn't be without precedent, or without good reason.

    For one, since VW acquired Lamborghini in 1998 it has been under the direct control of Audi so VW delegating responsibility for its marques to others within the group is not unheard of, and secondly, Audi is the VW Group's technology leader, especially when it comes to EVs.

    Audi has shown itself to be a leader in EV technology in the VW Group ranks between both the E-Tron, pictured above, which it has already brought to market, along with through Project Artemis.

    Audi has shown itself to be a leader in EV technology in the VW Group ranks between both the E-Tron, pictured above, which it has already brought to market, along with through Project Artemis.

    Project Artemis, the brainchild of Audi CEO Markus Duesmann, is a key example of this, with the project set to produce a "highly automated" vehicle potentially by 2024 to help the VW Group catch up to Tesla.

    And why is Artemis so important when it comes to Bentley, I hear you ask? Well, in the coming few years the Bentayga will need to be redesigned and is likely to be available with a fully-electric powertrain.

    The big and brash Bentley Bentayga as it currently exists. When it comes time for a second-generation iteration of the luxurious SUV to be developed, its highly likely the marque would look to electrify it.

    The big and brash Bentley Bentayga as it currently exists. When it comes time for a second-generation iteration of the luxurious SUV to be developed, its highly likely the marque would look to electrify it.

    As such, between Project Artemis and Audi's current fully-electric models, the E-Tron and E-Tron Sportback, Bentley being under its control would put it in a more advantageous position going forward as it would directly benefit from Audi's technology faster than it would were it under VW's control directly.

    Although VW Group CEO Herbert Diess has already noted that the board is planning on making a number of other changes amongst the broad range of brands it controls – including selling Bugatti to Rimac via Porsche which owns a stake in the Croatian company, along with spinning Lamborghini off similarly to how FCA previously did with Ferrari – but is yet to make any comment on this new report.

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    Comments (2)

    • As long as they don’t do it to Aston Martin then I will be happy.

        1 month ago
    • Well in Crewe the anti tank pillow boxes are almost in place as the gate houses are set to make a hole in Crewe..... so the Germans enslaving the many good Poles who hand build the monsters, seems about right.

        1 month ago

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