Before visiting the factory, we were given a quick tour through some of the history of the brand and were shown the final products of some of the brand associations done by them. Thereafter, we visited a museum-like section in the factory where we got to see some of the most iconic cars made by Bentley in the earlier part of the last century. One of the highlights here was the 1919 EXP 2, which is the oldest Bentley in the world and was the second car built by W.O. Bentley. Interestingly, the first car failed to work but the second one did.
After taking a dive into the history of Bentley, we headed to the factory, where we first saw the wood storage. This is where wood imported from various parts of the world is stored for usage in panels inside the cars. Interestingly, all wood is sourced sustainably. This means that some of the rare varieties of wood can be sourced only in a gap of years and is available in very limited quantities. Such things allow for a high level of customisation by customers ensuring no other car can be exactly the same. We were also shown how the wooden strips are treated and then cut into suitable pieces for usage in panels. The entire process required a mix of modern machines and manual skill from the operator, highlighting the high levels of craftsmanship.
Thereafter, we saw something amazing in the form of a part that comes only from India. Bentley recently introduced the option to have stone on interior panels instead of wood or other materials and this stone is imported from India. Stone pieces are brought from various parts of India and are processed using a complex process, resulting in wafer-thin peel offs that can be as thin as 0.1 mm. We were told that these new stone-coated panels are quite popular among buyers as they lend a great degree of exclusivity.
From there, we headed towards the section where people work on leather and interiors. Bull hides of the highest quality are imported from different parts of the world and up to 14 hides can be used in a single Bentayga car! The hides go through a rigorous checking process, where even parts with minor defects are removed and only the best bits are approved for usage. What makes this process more of a craft than an industrial activity is the fact that it’s done manually by experts who rely on their vision and knowledge to check the hides.
During the visit, we also got to see how much work goes into making each and every seat in a Bentley, proving the high level of craftsmanship in all cars. A certain cross stitch pattern is so complex that machines cannot carry it out and is done manually. The Bentayga seats for example require 24 hours of manual sewing, using more than 130 metres of string! That’s a crazy amount of work going into each and every car and this is not for the car but for seats only.
During the visit, Bentley officials claimed that their cars have one of the highest levels of hand-made parts and craftsmanship and seeing through the factory adequately proved the same. When you add an almost unending options list to the mix what you get is a mind-boggling level complex and handcrafted car, each specimen of which is going to be unique.
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That said, we must also highlight the use of some modern and customised machines at the plant, which presents a great fusion of craftsmanship with the precision of technology, resulting in a car that is hard to match in terms of feel and luxury.
It would’ve been even better to be able to talk about the body and powertrain assembly and the driving bits but we didn’t get to visit those facilities or drive the cars but hopefully next time!
Indian Market Potential
During the visit, we spoke to senior Bentley officials and learnt that India is an extremely important market for them. Last year, the brand sold around 80 cars in India, which is a great number considering the pricing and limited availability of ultra-luxury cars. Going forward, the brand is looking at national integration with the Skoda Auto Volkswagen India Private Limited (SAVWIPL), moving away from the model of working with its current importer Exclusive Motors. While the present dealership will continue, the brand will search for new partners, allowing them to expand to new markets in India. In addition, this transition aims to leverage the synergies within the group, particularly in terms of servicing, parts availability, warehousing and homologation.
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 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.