Bentley Appoints Abbey Thomas As Country Head; Establishes Local Office

In a strategic move to capitalise on India’s burgeoning ultra-luxury car market, Bentley Motors has transitioned from being an imported brand to establishing a local office in the country. Abbey Thomas, a seasoned executive within the Volkswagen Group, has been appointed as the head of Bentley India. This transition is expected to strengthen the British automaker’s presence in one of the world’s fastest-growing markets for ultra-high-net-worth individuals (UHNWIs). 

Bentley India’s shift to a local office underscores its commitment to aligning with the nuanced preferences of India’s elite car buyers. Until now, Bentley’s operations in India have been managed through its official importer, Exclusive Motors, which operates showrooms in New Delhi, Mumbai, and Hyderabad. Moving to a direct presence will enable Bentley to streamline operations, enhance service and parts availability, and expand its network with a planned dealership in southern India. 

Thomas, who will assume office in January 2024, was previously the head of marketing at the Volkswagen Passenger Car brand. His appointment reflects Bentley’s intent to bring experienced leadership to spearhead its local operations. Thomas will report to Jan Bures, Executive Director of Sales, Marketing, and Digital at Skoda Auto Volkswagen India Private Ltd., further integrating Bentley into the group’s broader India strategy. 

India’s super luxury car segment has witnessed remarkable growth in recent years, driven by increasing demand from UHNWIs. According to a report by Knight Frank, India’s UHNWIs grew by 6 per cent in 2023 to reach 13,263 individuals, with this number projected to surpass 20,000 by 2028. These individuals, with a net worth of $30 million or more, represent a key customer base for luxury brands like Bentley. 

The transition to a local office model is expected to mirror the success of other super-luxury car brands like Lamborghini, which has seen substantial growth by focusing on localised operations. With this move, Bentley aims to establish a deeper connection with its Indian clientele and better understand their preferences for bespoke and highly customised vehicles. 

Bentley currently offers a range of ultra-luxury cars in India, including the Bentayga SUV, Flying Spur sedan, and Continental GT coupe, along with limited-edition Mulliner models. Prices for Bentley vehicles in India start at ₹3.91 crore and can exceed ₹10 crore, depending on customisation options. 

Notably, Bentley introduced five bespoke Mulliner models specifically for the Indian market, marking the first time the company has designed tailored vehicles for India. This move signifies Bentley’s recognition of the growing demand for personalised luxury among Indian buyers. 

Bentley reportedly sold between 70 and 80 cars in India in the last calendar year, with the Bentayga SUV being the best seller. By establishing a local office and expanding its dealership network, Bentley aims to scale up these numbers while ensuring better after-sales support and customer experience.