There’s luxury. And then there’s luxury. . .

Given that the average price of a Bentley is on the order of $300,000, when the company announces that it is going to “create an entirely new segment, the world’s first true Luxury Urban SUV,” you’ve got to give it to them.

After all, while we may think of “luxury” in the context of something from Mercedes—which, of course, has SUVs—it is that rarefied air that Bentley is in that Mercedes—even with its Maybach brand—is without.

The new SUV, which is to launch in 2026, is a battery electric vehicle. Presumably that explains the “Urban” part, as in the company figures this will not be a vehicle to take on some sort of grand tour.

Bentley plans to be fully EV by 2035.

Presently its Continental GT coupe, convertible and Flying Spur models are plug-in hybrids; the V8-based propulsion system replaces the W12 engine that had once been under the bonnets of the cars coming out of Crewe.