With the number of near-hundred-year-old Bentleys crossing the auction block each year, perhaps it shouldn't be surprising that buyers of new Bentleys don't hold on to them for more than 12 to 18 months--but with purchase prices in the $250,000 and up range, it still is. Nevertheless, Bentley's market research on its typical customer says its buyers are looking for something new well before two years are up, and it's shifting its product update cycle to accommodate the desire.

To match the pace of the hyperlux-market's hunger for the next new thing, Bentley will be releasing updated or special-edition versions of its model lineup every 18 months, according to a new report. The rapid update cycle is sure to keep Bentley's engineers and product planners working overtime, but the brand hopes it will help boost sales while at the same time differentiating it from its primary hyperluxury competitor, Rolls-Royce.

At the same time, Bentley is turning back to its heritage of not just luxurious but also speedy transportation in a further effort to distinguish the brand. So what does this mean for us? It means more models like the Continental Supersports and its recently-unveiled Convertible sister. And that can only be a good thing.

[Edmunds AutoObserver]