Bentley India Operations To Transition Under Skoda India By 2025

Bentley Motors, the renowned British luxury car manufacturer, is set to transition its operations in India to Skoda Volkswagen Group India. This strategic shift marks a significant move for Bentley as it aims to capitalise on the burgeoning Indian luxury car market, identified by the company as "the biggest growth market." Currently, Bentley operates in India through its importer, Exclusive Motors, with dealerships in New Delhi, Mumbai, and Hyderabad. Despite its high-end appeal, Bentley's volumes in India have been relatively modest.

This transition to the Volkswagen Group's operations is expected to leverage synergies in service, parts availability, warehousing, and homologation processes. It mirrors the operational models of other Volkswagen Group luxury brands such as Porsche and Lamborghini, which have seen success in India under the Group umbrella.

India's luxury car market has shown robust growth, particularly in the super-luxury SUV segment. Lamborghini, for instance, achieved record-breaking sales of 103 units in 2023, driven predominantly by the Urus super-SUV. Similarly, Porsche India recorded a 17 per cent increase in sales, with 914 new vehicles sold, led by the Macan and Cayenne models.

Bentley India sold 80 cars last year, with over 60 per cent being the Bentayga SUV. The Bentayga Extended Wheelbase (EWB) version, priced at ₹6 crore, has been particularly popular. The company expects the Flying Spur luxury car to also perform well, given its suitability to the Indian market.

For Skoda Volkswagen Group India Private Limited (SAVWIPL), Bentley's transition represents a significant enhancement of their luxury car portfolio. This move not only underscores India's importance as a growing market for luxury vehicles but also strengthens the Group's overall market position. The integration of Bentley into the Group's operations is expected to streamline processes and improve service delivery. With a planned headcount of three, including a new brand director and specialists for after-sales and marketing, Bentley India will report to the regional headquarters in Dubai, following a similar structure to Porsche India.

In a bid to further grow its market presence, Bentley plans to appoint a new dealer in southern India. This move aims to tap into the region's potential and provide better service coverage. Preference will be given to partners with expertise in luxury car retail, ensuring a seamless and high-quality customer experience.

Existing dealerships in New Delhi, Mumbai, and Hyderabad are expected to continue operations, maintaining Bentley's established presence while expanding its reach.

Bentley's dedication to its Indian clientele is evident in recent initiatives like the commissioning of five special edition cars exclusively for India. The Opulence edition by Mulliner, featuring bespoke designs paying homage to the Indian tri-colour, highlights Bentley's commitment to personalized luxury.