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On October 1st, Bentley announced the appointment of Bernd Pichler as executive general manager of Bentley Motor in mainland China, Hong Kong and Macau for a term beginning on January 1, 2021. An Ruike, the current position, will complete a four-and-a-half-year term on December 31, 2020.

According to officials, Bixi is happy to join Volkswagen Group in 1998 and has more than 22 years of automotive experience, covering sales, marketing, finance, company operation and strategy development. He has worked as a manager in Germany, the United Kingdom, China and Singapore. Before taking office in China, he held the post of General Manager of Bentley Motor Asia Pacific region.

2020 was an extraordinary year. COVID-19 's epidemic led to factory shutdowns, store closures and a decline in new car sales, but Bentley bucked the trend. Bentley's delivery volume in mainland China increased by 80% in the first eight months of this year compared with the same period last year. It is expected that the previously set sales target can be achieved in the fourth quarter of this year.

In fact, Bentley has had a hard time in recent years. Bentley sold 10494 vehicles worldwide in 2018, though backed by Volkswagen, but its loss widened to 280 million euros (2.2 billion yuan) in 2018, when the group made a profit of 17.1 billion euros (about 132.49 billion yuan).

Volkswagen said at the time that it would "turn losses into profits within two years, or it will be abandoned". The Bentley brand achieved sales of 2.1 billion euros in 2019, up 35.1% from a year earlier. In addition, its operating profit increased to 65 million euros, the return on brand operating sales increased to 3.1%, and it was difficult to complete the plan to turn losses into profits. However, in 2020, under the influence of the COVID-19 epidemic, although Bentley car sales soared compared with the same period last year, the company's profit seems to have become a difficult task.

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