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COURTESY PHOTOGRAPHY An Electrifying Display Limited production and EV models debut around the 2022 Pebble Beach Concours A UTOMOTIVE MARKETING executives have rediscovered the lure of scarcity. Offer just a few cars and buyers will pay princely sums to acquire one. at's not news for niche automakers like Pagani and Koenigsegg, who handcraft a handful of cars that sell for tall six- and low seven-figure sums. But now, a few major automakers have decided that building a limited, very expensive model can add prestige to the brand and be profitable. Cadillac started a month before the Monterey Classic Car Week festivities, unveiling its Celestiq "Show Car" along with a plan to hand-build a couple hundred examples with pricing that rivals ultra-luxury players including Bentley. Of course, Bentley quickly replied, unveiling its Mulliner Batur, offering just 18 coach-built coupes to patrons willing to part with $2 million to be truly exclusive. Director of Design Andreas Mindt suggests that future Bentley EVs will reflect this new design language, but these few cars are powered by turbocharged 6.0-liter, 740 HP W-12 petrol engines. BY BRIAN DOUGLAS Detour transportation @ranchandcoast ranchandcoast.com 112 OCTOBER 2022 RANCH & COAST MAGAZINE Cadillac Celestiq Bentley Mulliner Batur Lincoln L100