Skoda To Sell Bentleys In India
The legendary British luxury car brand Bentley has announced its official India entry. ŠKODA AUTO Volkswagen India Private Limited (SAVWIPL) has added it under the Group umbrella for India. SAVWIPL now has six marques under it.
Previously, Bentley cars used to be sold by a private importer. Under the new strategic partnership, SAVWIPL will exclusively import Bentley models starting from July 1, 2025. Sales and services will also be handled by authorised outlets. A new entity, Bentley India, has been established under the Volkswagen Group. It will handle the brand's India operations. Bentley expects rapid growth with the new strategy in place.
Abbey Thomas has been appointed as the brand director of Bentley India. He was previously the head of marketing at Volkswagen. In the new role, he will report directly to Jan Bures, executive director of sales, marketing, and digital at Skoda Auto Volkswagen India Private Ltd.
Our country has been posting strong momentum in the super luxury car space. India reportedly has the fastest-growing market of ultra-high-net-worth individuals (UHNI). If you are new to the term, UHNI refers to people with net worth of USD 30 million (around 250 crore rupees) or above.
Having a local representation is expected to boost Bentley's India sales, and enable it to capitalise on the rising demands from India's UHNI crowd. It will further help the brand understand the evolving trends and needs within the market.
What The New Strategic Alliance Means For Bentley?
Under the new strategic partnership, Bentley India will likely restructure operations and improve service and parts availability in various regions. This will be useful to existing Bentley owners as well.
Bentley currently has a relatively small footprint in the Indian market. The SAVWIPL already has the brands Skoda, Volkswagen, Audi, Porsche and Lamborghini. Now, Bentley has joined the lineup.
Bentley has long been a part of the global Volkswagen Group umbrella. In India, however, the British brand had no formal association with SAVWIPL. With the new strategic partnership in place, Bentley now gets a dedicated India team and office.
Previously, Bentley cars used to be imported through dealer principals reporting directly to the company's regional office outside of India. This is similar to the retailer models of Ferrari and Aston Martin.
Bentley India Plans, Models, And More
With the new game plan, Bentley will work will three dealerships iniitally. There will be a strong focus on South India this time, and Bengaluru will soon get a Bentley showroom. The two other cities planned to have outlets are Mumbai and Delhi.
Talking numbers, the British marque's representation in the ultra-luxury space in India has been rather modest. 70-80 units were sold in the last calendar year. Their current India portfolio consists of the Bentayga SUV. In the upcoming months, we will see the brand launch models like the new Flying Spur and the Continental GT. These could be brought to our shores next year. All these models will be brought as CBU (Completely Built Units).
Going vocal about their focus on the Indian market, Bentley had recently created five bespoke Mulliner models, specifically for the Indian market. It is the first time that the brand has done something like this...
Leadership Speaks On The New Move
Piyush Arora, Managing Director and CEO of Škoda Auto Volkswagen India, said, “Welcoming Bentley into the SAVWIPL family is a proud milestone that completes our portfolio — from the precision of German engineering to the timeless elegance and unmatched performance of British craftsmanship. India’s appetite for uncompromising luxury is growing rapidly. Additionally, Abbey’s deep understanding of the Indian market makes him the ideal leader to steer Bentley India toward new milestones.”
Jan Bures, Executive Director, Sales, Marketing and Digital of Škoda Auto Volkswagen India, said, “It’s a proud moment for us in India to welcome Bentley into the SAVWIPL family. The ever-growing UHNI segment in India will benefit from this new association, and we, along with our new dealer partners, will ensure the best of luxury and performance for our customers.”