Bentley CEO says sales are down because the rich are experiencing ‘emotional sensitivity’ due to the cost of living and don’t want to flaunt their wealth with a new luxury car

Bentley can only be successful if they sell cars. If their consumer base is stagnant or shrinking, they can't increase units or profits. But the more consumers can afford a Bentley, the less exclusive Bentley becomes.

I don't know if Bentley is privately held. But if i was a shareholder, I'd be looking to push that market share.