There once was a time, not so long ago, that if you wanted a luxury SUV, your options basically came down to a Range Rover. The Bentley of off-road vehicles, they called it. But those days are behind us, as nearly every luxury automaker is making a sport-ute of its own. And soon, so will Bentley.

Called the EXP 9 F, the vehicle you see here is a concept, er, truck, that Bentley will unveil at the Geneva Motor Show this week. Although still a design study, strictly speaking, the EXP 9 F previews what could emerge as a third model line for Crewe to roll alongside the Continental and Mulsanne. Power comes from the same 6.0-liter twin-turbo W12 as found in the Continental, but in a drastically different form, and V8 and hybrid propulsion are also being considered for production.

Charting new territory for the Flying B marque, the EXP 9 F aims to apply traditional Bentley styling cues to an SUV shape, from the oversized air intakes to the split rear tailgate. And based on these images… well, let’s just say we’re not convinced yet. The interior space, however, looks as pleasant a place to be as any vehicle ever to roll out of Crewe. And if that blend of questionable shape and beautiful cabin sounds familiar, look straight to the Porsche Cayenne, a vehicle ushered into reality – a first for its brand as well – by the same Wolfgang Dürheimer who now heads Bentley.

We’ll reserve final judgement for when we see it tomorrow in person in Geneva, where Bentley says it will be evaluating public reaction with an eye towards potential production. In the meantime you can check out the images in the gallery above and the press release below for a closer look.

If the Geneva Motor Show is good for anything, it’s getting a closer look at some of the world’s more lust-worthy vehicles, including the Bentley Continental GTC V8. Like its hardtop twin, the GTC gets its power from a 4.0-liter twin-turbocharged V8 engine good for 500 horsepower and 487 pound-feet of torque. Coupled to an eight-speed automatic gearbox, the engine can push the big convertible to 60 mph in a scant 4.7 seconds. Top speed is a suitably ludicrous 187 mph, though Bentley says the GTC V8 produces better fuel economy than ever before.

How much better? The forced-induction V8 delivers up to 40 percent better fuel economy than models equipped with the heavy-breathing W12 engine, thanks in part to a cylinder deactivation system that allows the engine to run part-time on just four cylinders.

While the GTC V8 comes with 20-inch wheels as standard equipment, buyers may also opt for 21-inch rollers if they so desire.

When Daimler let slip that Maybach was on the chopping block, the German automaker reportedly insisted that ultra-luxury editions of the Mercedes-Benz S-Class would replace the doomed marque. We’re all for a smattering of low volume, seriously pricey S-Class variants, but will the richest and most influential Maybach buyers feel the same way?

Automotive News reports that Bentley is betting that stars like Jay-Z and Samuel L. Jackson will want more than a gussied-up Benz, and the luxury car make is sending out olive branches in the form of a letter campaign. The premium Volkswagen brand is asking the high-rollers to step into a Bentley Mulsanne or perhaps a top-shelf Continental GT. To help persuade VIPs to switch to Bentley, the automaker is inviting select Maybach owners to tour its Crewe, England home.

Given the fact that many typical soccer moms and dads can afford an ML-Class, we can see why some movie stars and sultans would want to steer clear of the Three-Pointed Star. But is Bentley really going to gain much by wooing the 200 annual Maybach buyers? If a few more rap stars roll in a Bentley in their next music video, then the answer would appear to be yes.

Somewhere around the world, floating amid a sea of crystal-clear water, is a Hatteras 100 Motor Yacht. It is hardly an ordinary boat.

Built for long passages, with a sturdy sea-keeping fiberglass hull, the Hatteras offers unparalleled engineering, meticulous craftsmanship and immense power. Its staterooms feature exquisite wood cabinetry, double bullnose moldings, and polished natural stone countertops. The main salon is equipped with plasma video screens and multi-channel surround sound for entertainment, while the pilot house features state-of-the art digital electronics for monitoring systems and navigation. And under the stern deck, there are twin 16-cylinder turbo diesel powerplants generating 2,400 horsepower each. It’s enough propulsion to move the 270,000-pound yacht through the water at speeds approaching 30 mph.

On open water, the 100-foot Hatteras is the ultimate expression of luxury and sport unequalled in its ability to project wealth and prestige. However, thirty percent of the world is land – with many a mile of paved road. All of which begs the question: What does an uncompromising Hatteras owner motor about in when they come ashore?

They drive their new Bentley Continental GT, of course.

Some cars look alright with decals. A Porsche 911 GT3 RS almost looks naked without them. But aBentley? The Continental Supersports Convertible (don’t ask us why it had to be a convertible) that four-time rally champion Juha Kankkunen drove to a record 205.48 miles per hour in Finland was adorned with more stickers than a first-grader’s lunchbox. Fortunately, the special edition commemorative model that followed was decidedly bereft of such livery. But now Bentley’s offering something in between with a new appearance package.

The ISR Mulliner package adds red-accented wheels and a red stripe with the words “Supersports ISR” running down the car’s flanks in a somewhat retro Porsche style. Which is fine, now that Porsche and Bentley are becoming sister brands under the Volkswagen Group umbrella. But we can’t help but feel that Bentley’s new CEO, Wolfgang Dürheimer, who came to the job from his position as head of Porsche’s R&D department, should have left this particular element behind in Stuttgart. Follow the jump for the full press release and scope out the images in the gallery below.