At the time the current Bentley Continental R was an ultra-exclusive £180, 000 in the UK, within reach of a very select market, selling only 200–300 units a year.
It was to appeal to a new range of potential buyers and generate increased sales volume for Rolls-Royce. The car was designed to be a highly desirable Bentley, but smaller, more affordable, yet still exclusive in order to maintain the integrity of the brand. In 1994, Rolls-Royce Motors, who at that time owned the Bentley brand, previewed a convertible concept car at the Geneva Motor Show – the Concept Java.