Bentley to follow in Porsche, Lamborghini's footsteps to expand its presence in India
India is an ever-growing automotive market not only for mass market cars but also for premium and ultra-luxury cars. In fact, for the first time, the Indian luxury vehicle industry witnessed record-breaking sales in 2023. Luxury electric vehicles (EVs) have also been in demand. With this, British marque Bentley Motors, in order to expand its footprint in the country, is planning to transition its operations in India to Skoda Volkswagen Group India.
Bentley's decision to undertake this strategic shift is a substantial move, driven by its intention to seize the opportunity presented by the rapidly growing Indian luxury car market. Currently, Bentley imports its automobiles via Exclusive Motors.
With its planned transition to the National Sales Office of Skoda Volkswagen Group India, Bentley could leverage the synergies within the group, in terms of parts availability, service, homologation processes, and warehousing. For example, it would adopt the operational models of other luxury carmakers under the Volkswagen Group, namely Lamborghini and Porsche. These brands have already reported success with this approach.
In fiscal year 2023, Lamborghini reported the highest-ever sales of 103 units in India, crossing the triple-digital sales mark for the first time in its history. Similarly, German sport car marque Porsche registered the best-ever annual sales at 914 units in the previous year, which were up from 779 units of 2022. In both cases, SUVs dominated the sales. The Urus was the highest-selling model from Lamborghini, while the Macan and Cayenne were the top-sellers for Porsche. And Bentley is no exception to that as the Bentayga accounted for over 60 per cent of its overall sales. It sold 80 units in the country in 2023.
Reports suggest that Bentley India is likely to assign new leadership positions soon, including a new brand director and specialists handling after-sales and marketing. Notably, the management will report to the brand's regional headquarters in Dubai, which is similar to how Porsche India operates. Further, Bentley plans to open a new showroom in the south. It already has touchpoints in New Delhi, Mumbai, and Hyderabad.
Interestingly, five special editions Bentley allotted for the Indian market are already said to be sold out. These models include the Continental GT Speed, Flying Spur Speed, and three examples of the Bentayga EWB Azure. They are all adorned in Scarab Green with an exclusive interior theme paying tribute to the Indian flag.