Jan-Henrik Lafrentz, Bentley Motors board member and CEO, while speaking with TOI Auto and a group of publications, highlighted India’s potential as a major growth market. Despite the brand’s relatively low sales volumes in the country, Lafrentz emphasized the strategic importance of this market.
Bentley India will soon operate with a new brand director and specialists handling after-sales and marketing. This unit will report to the regional headquarters in Dubai, similar to Porsche India’s reporting structure.
Currently, Bentley India operates through Exclusive Motors with facilities in New Delhi, Mumbai, and Hyderabad. These existing dealerships will continue their operations. Additionally, the British marque is in the process of identifying a new dealer in Bengaluru to expand its reach and service capabilities in southern India. Preference will be given to partners with expertise in luxury car retail.
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Bentley is one of the ten brands under the Volkswagen Group. In India, other luxury brands like Porsche and Lamborghini also operate under the group umbrella, importing vehicles via the completely built-up route (FBU). Bentley sold 80 cars last year, with the Bentayga SUV accounting for over 60 percent of sales. Besides that, the brand sees significant potential for its Flying Spur luxury car on our shores, given its long wheelbase, height-adjustable air suspension, and luxurious backseat – all of which cater to the preferences of Indian customers and the country’s road conditions.
The popularity of the brand in India can be noted by the fact that in a recent auction of the final W12-engined Bentleys, two of the three models were bought by an Indian customer, each auctioned for 1 million GBP (approximately Rs 10 crore, excluding very heavy customs duties and local taxes).
Apart from that, five special edition cars commissioned by Exclusive Motors recently for India are believed to have found owners already. These include one Continental GT Speed, one Flying Spur Speed, and three Bentayga EWB Azure models, all finished in Scarab Green with bespoke interiors paying homage to the Indian tri-colour.