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Bentley breaks world speed record to prove outstanding performance

February 18, 2011

Volkswagen Group-owned Bentley Motors Ltd. is skating on thin ice to promote the traction and stability of the automaker’s Continental Supersports convertible.

In a do not try this at home stunt, Finland’s four-time world rally champion Juha Kankkunen set a new world speed record on Feb. 10 for driving on ice in the frozen waters of the Baltic Sea off the coast of Finland. Mr. Kankkunen drove the Bentley convertible to a top speed of 205 mph on the frozen waters.

“Bentley is world-renowned for its hand-crafted luxury and refinement, and another core attribute to our products is athleticism and outstanding performance,” said Valentine O’Connor, public relations manager at Bentley Motors, Inc., Boston.

“Not everyone may have known that the Supersports Convertible is the world’s fastest four-seat convertible, and now that it’s broken the world speed record on ice, also previously held by a Bentley, the supporting video illustrates the extreme sporting nature of our cars that blends so seamlessly with the hand-crafted and luxurious,” she said.

“That fusion of extremes is integral to what makes the Bentley brand unique.”

Bentley’s vehicles range in the hundreds of thousands of dollars.

Ice skating
Mr. Kankkunen and the Bentley team battled against temperatures of minus 22 degrees, limited daylight, snow blizzards and strong winds to execute this dare-devil feat.

The world’s fastest soft-top enabled Mr. Kankkunen to better his own 2007 world ice speed record of 199.82 mph set in the Bentley Continental GT at the same location.

The new record was calculated on an average of two runs in opposite directions and ratified by officials from Guinness World Records.

Bentley on ice

The Bentley team used a car with minimal modifications. A heavy-duty, rear bumper-mounted parachute was in place in case of an emergency.

Front and rear spoilers provided high speed stability on the treacherous surface.

Bentley’s video

To promote Bentleys environmentally-friendly commitment, Mr. Kankkunen’s Supersports convertible was fueled with E85 bioethanol rather than gasoline.

All models of the convertible are capable of running on gasoline, E85 bioethanol or a combination of the two.

Reaching out
Bentley created this film to prove to consumers the luxury vehicle has outstanding performance and athleticism.

Luxury automakers are coming up with new ways to push new cars, which ultimately drives consumers into showrooms and promotes sales.

Bentley’s Web site

Recently, Lexus displayed the brute strength of its vehicles via a multifaceted marketing campaign (see story).

Since the launch of Bentley in the 1920s, the luxury automaker has been outstanding in racing and setting new speed records.

Ever since then, the brand has always pursued adventure and victory.

“Through this video, Bentley is able to bring the tremendous power, record-setting speed and throaty exhaust of the Supersports, and the skill and courage of modern-day Bentley Boy, Juha Kankkunen, experiencing the thrill of his record-breaking feat, into enthusiasts’ homes,” Ms. O’Connor said. “The excitement of witnessing the record being broken and the Bentley team celebrating it on video is palpable.”

Elizabeth Zelesny is editorial assistant at Luxury Daily. Reach her at elizabeth@napean.com