Dear  reader: Advertising research tells us that “you” are part of a valued readership demographic, one that’s targeted by upscale automobile dealers.

Thus, we bring you to the pinnacle of upscale: the 2011 Bentley Mulsanne, the marque’s new flagship vehicle. If you have to ask, the MSRP is $285,000.

Bentley had an array of its vehicles, past and present, on display at the Boston Harbor Hotel in late April. However, the centerpiece — the Mulsanne — remained under a cover in the hotel’s waterfront gazebo.

On hand to help introduce the car was Emma Northey, great granddaughter of company founder W.O. Bentley. She had been “stranded” in her Boston home by the volcanic ash cloud that kept her from flying back to England for a wedding.

Northey grew up surrounded by Bentleys and only later realized that the “Matchbox” toy cars she played with as a child were actually custom models of Bentleys past, present, and proposed.

Helping her unveil the Mulsanne were Christophe Georges, president and COO, Bentley Motors, Inc.; Herb Chambers, owner of the Bentley Boston dealership; and Paul Downey, salesman (the title doesn’t come close to describing the man) at Bentley Boston.

Chambers, who sells more than 40,000 cars per year at his 48 (and counting) dealerships, was positively passionate about the Mulsanne. The first one that arrives at his dealership will be the launch/promotional vehicle; the second will be for him. “I’m ordering it in white — bright white,” he says, “That’s the hottest color going right now.”

 For him, Bentley isn’t about sales volume — it’s about passion for the cars. “I’m projecting we’ll sell 60 Bentleys this year … if we can get them,” he says. As for the Mulsanne, Downey got three “golden handshakes” at the event for the car, which will hit the showroom this fall. “I could feel a real current of excitement when the car was unveiled,” Downey says.

Chambers says what we all realize. “All of these luxury cars are fabulous performers. You can compare them to ice cream. Which flavor do you prefer? In the end, people buy with their eyes, not by how the cars perform.”

The unveiled Mulsanne turned out to be in a color called Brodgar, to my eye one of those earth tones in the sage-beige-green family. It’s one of 114 “standard” colors available. Of course, Bentley will be happy to build you one in the color of your choice. You’ll also have a choice of 24 “standard” interior colors and 23 seatbelt colors.

Build time is nine weeks. However, Georges says, “It will be a year before you get it because they can only build so many and the orders are arriving.”

The Mulsanne succeeds the Arnage as flagship. Both names come from Bentley’s racing success at Le Mans. The Mulsanne originally was a 3.7-mile straightaway on which race cars topped 200 miles per hour, then having to brake heavily to take the sharp Mulsanne corner.

This new Mulsanne might be capable of those speeds; however, top speed is “limited” to 184 mph. It’s a rear-wheel-drive sedan, powered by a 6.75-liter V-8 that produces 505 horsepower and 752 lb.-ft. of torque. That flows through an eight-speed automatic transmission.

An air suspension system offers the driver four options: sport, comfort, “Bentley,” or custom. An automatic system adjusts vehicle height to speed and road conditions.

The Mulsanne is filled with the latest technology. There are satellite navigation, Bluetooth, audio-video with 60 GB hard drive, and a not-to-hidden compartment to hook up USB, mini-USB, standard auxiliary, and Apple devices.

An owner’s “personalized” key sets most everything: favorite radio stations, seat, climate control, phone book, steering wheel position, seatbelt tension, and privacy blinds.

Rear seat passengers have fully adjustable reclining seats, each with individual climate controls.

 Mrs. G found it so comfortable in the rear seat that we thought she didn’t want to exit the car. It turned out that she’d locked herself in and needed to be “rescued” by one of Bentley’s guests, who observed, “Maybe she was trying to tell us that she’d really like to own one.”

The bodywork, starting from the optional retractable “Flying B” hood ornament, is a combination of creases and curves that ring with traditional Bentley styling cues. The aluminum metalwork is done via a “superforming” process taken from the aerospace industry. “Some of those creases are where another manufacturer would place a chrome strip because they can’t produce that shape,” says Chambers.

The Mulsanne’s unique feature is a pair of round headlamps surround by a ring of LED lights.  Those flank the trademark matrix grille in a “brightware” finish, the result of a 10-hour production process.

A first view from any angle makes anyone who appreciates fine cars catch their breath.

And, yes, it has cupholders.

NEW YORK—Normally, one of the best jobs in the world has to be Bentley’s US president and COO. That is, unless you are Christophe Georges on a Thursday morning in the Chelsea section of Manhattan and your company’s new car petulantly refuses to come off the car carrier.

Such was the case as Georges, who works out of Bentley’s Boston office, stood before a gathering of automotive media to make the Northeast introduction of the 2011 Bentley Mulsanne, the latest entry to the ultra-high luxury segment that is populated solely by the likes of Rolls Royce and Maybach.

“The challenge for me is I was supposed to show you a new car,” Georges said. “This is only the seventh car made. These things are going to happen.”

Miscues aside, the Mulsanne is a fine compilation of craftsmanship. “This car is totally consistent with our values, Bentley’s DNA,” he said. “This is our interpretation of the best car in the world.”

Bentley US president and COO Christophe Georges, left, talks with Jim MacPherson of The Hartford Courant at the Manhattan launch event.

Coming off of sales of 10,000 worldwide in 2007, Georges said sales dropped to 7,609 in 2008, which has lead to belt tightening and 10 percent reductions in salary. Sales might hit the 5,000 mark by the end of 2009.

Approximately 700 models will be made annually. Pricing will be announced by mid-November, but Georges did say it would cost more than the Arnage, the model it replaces, that boasts a window sticker starting at $270,000. Orders will be taken once pricing is announced with delivery of the first models to the US expected in the third quarter of 2010.

Underneath the hood sits a 6.75-liter (or six and three-quarter liter, in Bentley speak) V-8 rated at 503 horsepower and an eye-popping 752 lb.-ft. of torque that reaches its peak at a low 1,800 rpm. The pushrod engine is mated to an eight-speed automatic drive-by-wire transmission that can be shifted from the steering wheel, a first for Bentley.

Even the ultra-rich want to conserve fuel. The V-8 has variable displacement technology (just like the pedestrian Hemi 5.7-liter V-8 found in Chryslers everywhere) that will shut off four cylinders when not needed. Bentley promises a seamless engagement of the full eight cylinders when needed. In spite of this fuel-efficient technology, the Mulsanne will still come with a gas-guzzler tax.

The Mulsanne’s D-pillars are testament to the building done by hand. More than two dozen man hours are invested in putting them together because it is sheet metal work that, at this point, can only be done by skilled craftsmen. It’s a marvel to inspect this car and see no visible weld spots or seams.

With ultra-high luxury comes the expectation of the latest technology and the Mulsanne does not disappoint. It has a multimedia system with a 40 GB hard drive that runs the satellite navigation, audio/video, personal data, telephone, and Bluetooth connectivity.
The dash has an 8-inch multimedia screen that sits behind an electrically operated veneered door. Below it is a leather-lined MP3-player storage drawer.

Not just any cow makes the cut when it comes to Bentley leather. According to spokesman David Reuter, the cows live in colder climes to reduce the insect bites that could mar their hides. They’re also free-range bovines because it wouldn’t do to have Bessie brush against an electric fence.

Bessie also may not want to stand too close to a finished Mulsanne or she faces hearing loss. The Mulsanne, which could arguably be called the ultimate in refinement, will come with an optional 2,200-watt sound system with 20 speakers. Its nearest competitor among manufacturer installed equipment will be a 1,200-watt sound system from Jaguar. Bentley says its system delivers unparalleled sound quality but it seems as if some ear drums could bleed blue if this system is ever cranked up to its full potential. One wonders how the Mulsanne’s windows will survive the aural onslaught.

It seems almost impossible, but the Mulsanne has almost 40 percent more wood than the Arnage. Attention to detail is seen in the “ring of wood” waistrail in the passenger compartment with an unbroken panel of wood gracing the Mulsanne’s dashboard.

The Bentley 2011 Mulsanne is avaible from Herb Chambers Companies – CLICK HERE!

Herb Chambers Audi Burlington Celebrates Grand Opening

by Matt Watkins

Herb Chambers and his Audi Burlington staff, including General Manager George Chambers, gathered last week with town, industry and community leaders as well as customers, neighbors and friends to celebrate the official “Grand Opening” of Chambers’ state-of-the-art luxury Audi dealership.

Audi Burlington, which opened its doors in February, is conveniently located at 62 Cambridge Street on Route 3A, Exit #33 off Routes 128 & 95 in Burlington. The dealership features a magnificent showroom, drive-in valet reception areas, plenty of service bays and the latest designs to pamper customers. The dealership is located next to the new Herb Chambers Porsche of Burlington.

At the Grand Opening celebration guests enjoyed a special music performance by the band Cruisin’; food catered by Chef Anthony Ambrose; an official ribbon cutting ceremony and also had the opportunity tour the entire dealership and ask questions to service technicians and sales staff.

“We are very pleased that the President of Audi of America, so many of our customers and friends, and town officials from Burlington—all of whom made this brand new facility a reality—were able to join us on this exciting day to help celebrate our official grand opening,” said Herb Chambers.

“It has taken a lot of hard work and dedication from so many people to get us to this point, and we are appreciative of everyone’s efforts.

We are also excited to continue to grow our business in Burlington and provide customers with an unmatched experience at our dealership for years to come.”

Among those gathered at the celebration were Johan de Nysschen, President of Audi of America, Mark Del Rosso, Chief Operating Officer of Audi of America, Burlington Town Administrator Bob Mercier and his wife Rose Mercier, Former Burlington Selectman Al Fay, Burlington police and fire officials, Herb Chambers Vice President Jim Xaros and many invited guests and development team members. For a list of all Herb Chambers dealerships visit www.herbchambers.com.