Britain's Bentley sees engineer comeback

The new year a great start for Bentley is already off, the ultra premium luxury car manufacturer. With a new boss, two new products - and a third in the year under review - this could be the most important year for the British automaker since it first 1923 burnished his reputation on the track in Le Mans.

After taking a serious fall sales in recent years, Bentley is reconstruction, but important decisions are passed off to the new Chief Executive, if he behind the wheel of Volkswagen AG subsidiary next week.

"Everything is prepared for the next push," CEO Franz Josef Paefgen insists outgoing Bentley spent the last nine years has ever seen a nearly forgotten niche car maker in the most successful producer of ultra premium cars the industry transformation of the British brand.

Chrysler Motor City buzz create Sunday's Super Bowl game saw a powerful ad air for the U.S. automaker a company that had written many dead. Watch, rate the ads of Super Bowl XLV the worst celebrity of Super Bowl ad ConsumerMan moments: video late fees 'fraud' spreads

Paefgen's successor, former Porsche is Board Member Wolfgang Durheimer, still some face significant challenges. Crashed Bentley's global car sales 4,616 after hitting an all-time peak of 10,014 in 2007, only two years later even world's richest drivers reflect the impact of the economic meltdown.

The collapse of the global equity markets in the year 2008 certainly put a crimp in spending for some potential customers while others reluctant to wealth Flash, still had the Paefgen, said adding that "you want to go to an attachment you are about to close in a brand new Bentley."

But with the economy on the mend, momentum builds again in most luxury sectors and Bentley are especially well positioned the automotive analysts believe current to the year-end bonus season at the Wall Street use. The automaker has a few critical new products in the portfolio, including the completely updated Continental GT – a $189.000 sports coupe, the American his debut at the Detroit Auto show January and will soon start rolling into showrooms around the world.

Story: Half of the UK, U.S. got higher bonuses bankers, trend survey shows

December brought the carmaker's flagship vehicle, however, the official start of sales for the new Bentley Mulsanne. Wasted in handcrafted wood and leather, the Mulsanne to against the most expensive "Saloon cars," as the British call, go in the world, including the Rolls-Royce Phantom.

It is a somewhat grueling competition given Bentley and rolls long siblings were.

Founded by the same name w. o. Bentley, British automobile manufacturer the heavy drinking Executive his streak deserves with a series of victories in the legendary 24 hours race in France of Le Mans circuit 90 years but was not able to make a profit and Bentley was sold on rolls.

It was a luxury subsequently until the early 1990s, when the brand redefined Bentley as a sportier alternative to Rolls-Royce, a strategy that was applied when the marks were split off until a decade ago. After a bitter feud, rolls the VW landed in the hands of BMW, with Bentley with a string of ultra luxury nameplates - including Bugatti and Lamborghini - acquired in 1998.

Bentley was Paefgen's key decisions about updating brand old flagship, the Arnage, focus instead of the development of the less expensive continental line postponed - together with the GT coupe now includes the GTC convertible, the flying spur limousine and a variety of high-spin offs. More than 80 percent of sales from Bentley Continental-based models accounted for at their head.

But appears while the top be the luxury car market back on its feet, it is subject to a massive change.

The new Mulsanne is targeting rolls and former sibling urges in Bentley field with his brand new ghost. Meanwhile are German brands Mercedes-Benz, BMW and Audi all up bumping into more and more exclusive territory with a variety of new models.

So, while CEO Paefgen is "strong enough persists, continue to grow Bentley", he also recognizes that the challenge for his successor will be "Choose a third product line."

Story: Dodge's new Durango SUV offers powerful, smooth ride

While he and other officials seems to reveal Bentley decrease all the details it the carmaker quietly plans for a model worked, that would likely range from $150,000 in slot below the continental line. It would still stress craftsmanship and exclusivity and it would be more mainstream luxury customers the a bit more exclusivity than to get names like Mercedes aim with relative mass market.

Broadening this is line up just one faced problems Bentley and his new boss, 52 years old Durheimer most previously served as a member of the Board of research and development operations for Volkswagen.

Durheimer's recent experience could in handy come whereas that Bentley in compliance with the strict new rules in the United States in Europe and elsewhere, that pushing one of its most difficult challenges for improved fuel economy and lower emissions.

"If the law certain technologies do not allow other is there," said Paefgen when asked whether Bentley, with a 62 can survive mpg corporate average fuel economy standard in the United States

Car manufacturers, he added, is already planning to deliver "significant" improvements in mileage and is Flex-fuel Powertrain technology migrate. But Durheimer have also determine whether a battery powered or hybrid-powered Bentley on the cards.

Paefgen's departure has long rumored and Bentley expects him many observers in 2010 leave. "Last year [...]" in the midst of crisis [...] was not the right time to go, "he said he wanted to wait until the Bentley," at least 90 percent back "was before proposing reins to Durheimer."

"It's only fair to hand over an undertaking is ascending," said Paefgen.

Paefgen disappear completely. While he is looking forward, focus on things long unable yet, to do such as repairing his personal car collection, or hanging pictures at his daughter new home), he says, Paefgen was agree on as a Bentley consultants to stay. At least for now.

"Nothing is worse than a consultant," he quipped "to people you don't need."

© 2011 msnbc.com. Reprints