The Bentley Bentayga is the world's most expensive SUV, and it's already sold out for the first year.
That's because it's the fastest and most luxurious SUV on the market, said Michael Winkler, president and CEO of Bentley Motors, the Americas.
With its starting price of $229,100, the 600-horse-powered Bentayga goes from zero to 60 in 4.1 seconds. It can reach a top speed of 187 miles per hour.
"What makes it unique from a craftsmanship perspective, [is] if something looks like leather, it is leather. If something looks like a piece of wood, it's not just a veneer, it is wood through and through. If something looks like a high piece of quality aluminum, that's exactly what it is, rather than a piece of plastic," Winkler said in an interview with CNBC's "Power Lunch."
It takes about 120 hours to build each car, with the hand stitching on the steering wheel taking six hours alone.
"That kind of thing does not exist in the car industry anymore," he said.
Demand for the vehicle is coming from all types of buyers, from parents looking for a family SUV to corporate executives, said Tilman Fertitta, who owns a Bentley/Rolls Royce Dealership in Houston in addition to being chairman and CEO of Landry's.
The car is so popular, "people are trying to cut in front of other people," he noted. "It's the Range Rover driver on steroids."
Buyers can choose from either a four or five seat configuration, and a seven-passenger SUV will be available next year. They can also customize their Bentayga, matching any color for the leather seats, and can also opt for a Breitling Tourbillon clock.
— CNBC's Jackie O'Sullivan contributed to this report.