The world of luxury cars is ever-evolving, and Bentley has just set a new benchmark with the launch of personalized customer tour experiences at its celebrated Crewe factory. Starting from September 1, 2023, Bentley’s new luxury visitor center and experience hub are set to redefine the customer experience, offering an immersive and bespoke blend of physical and digital engagements at the historic home of Bentley.
With the unveiling of dedicated customer tours created at ‘CW1 House’ and throughout the Bentley factory, guests will now be entertained with the highest hospitality standards while they commission their new cars. The tours will highlight the best of British craftsmanship, an unrivaled range of finishes, class-leading technology, sustainable materials, and design excellence – all of which celebrate the flawless Bentley design DNA.
The newly adapted manufacturing base is all about client engagement. Bentley aims to allow customers to create their own design legacy while enjoying a transformational 3D lineage experience that brings the rich history of Bentley to life. This development, part of a landmark $3 billion investment in future product development and the Bentley headquarters, ensures a top-tier experience for over 4,000 employees.
Customers will be greeted by a dedicated host at Crewe, who will create a personalized factory tour designed to inspire and stimulate ideas for their car’s final specification. The Excellence Centre for Vehicle Finish will be a hub of creativity where clients can choose from a wide range of paint finishes, sustainable hides, stitching designs, wood veneers, carpets, and more. Bentley’s expert design consultants will be on hand to provide guidance to make each customer’s dream car a reality.
A highlight of this new experience is the dedicated wood shop with over nine sustainable wood finishes from around the world. This allows customers to select their own veneers and see the precision book and mirror-matching process. Bespoke finishes such as stone, carbon fiber, and machine-turned aluminium are also available, adding to the overall experience.
Bentley’s commitment to sustainability is also at the forefront. By 2030, the Bentley factory aims to be carbon-positive, reflecting a complete transformation of the product portfolio, campus, and facilities. The first-ever Battery-Powered Electric Vehicle (BEV) Bentley is currently in development at the UK factory, showcasing dedication to ethical sourcing, solar power harnessing, and environmental protection. A unique aspect of the Crewe campus is the family of Bentley Bees, which further nourishes Bentley’s sustainable future.
Caren Jochner, Global Head of Brand Experience at Bentley, encapsulated the vision by saying, “The Home of Bentley is something to be experienced and celebrated.” The new customer experience center, CW1 House, allows customers to immerse themselves in the Bentley brand fully.
The Bentley Crewe factory’s new customer experience is set to redefine how customers connect with their cars. With a strong commitment to innovation, craftsmanship, technology, and sustainability, Bentley continues to position itself at the forefront of luxury automotive experiences. By marrying the traditional with the digital, the brand has once again proven why it’s a leader in the automotive world.