Skoda Auto Volkswagen India has added Bentley to its growing stable, officially bringing the British luxury icon under its wing from July 1. It’s a bold move that signals the company’s deeper commitment to India’s high-end auto scene.
Bentley becomes the sixth brand under the SAVWIPL (Skoda Auto Volkswagen India Pvt Ltd) umbrella, joining Volkswagen, Skoda, Audi, Lamborghini, and Porsche. With this, the Indian division of the Volkswagen Group now covers everything from compact sedans to supercars—and now, ultra-luxury.
A Quiet Expansion With Loud Implications
This wasn’t a flashy launch with high-profile events and celebrity showcases. No, the announcement slipped in with quiet confidence. But make no mistake—it matters.
With Bentley now in its portfolio, SAVWIPL is signaling to both customers and competitors that it’s ready to play a bigger role in India’s premium and luxury car market. As per an ANI report, the company will handle everything from imports and distribution to servicing Bentley vehicles in India.
That means no middlemen. No third-party handling. The operation is being pulled in-house, giving Bentley tighter control and presumably a more consistent brand experience.
Bentley India is now a thing.
Bentley India: A Brand-New Entity for a Century-Old Brand
Rather than just absorbing Bentley into existing operations, SAVWIPL has set up an entirely new group entity called Bentley India. This isn’t just a symbolic move; it’s a structural one.
This unit will control how Bentley shows up in India. Think:
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Marketing strategy and communications
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Sales infrastructure and customer outreach
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After-sales service and long-term customer retention
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Retail expansion and regional footprint growth
This setup allows Bentley to carve its own niche without getting drowned in the larger SAVWIPL mix. And let’s face it—when you’re selling cars that cost as much as a decent Mumbai apartment, personal attention matters.
Interestingly, this aligns with a broader trend. Global luxury brands are choosing more localized, focused models to drive growth in emerging markets. India, now one of the fastest-growing luxury car markets globally, is a hotbed for these strategic pivots.
Abbey Thomas Steps in as Brand Director
To steer this luxury ship, Abbey Thomas has been appointed as the Brand Director of Bentley India. A familiar name in automotive circles, Thomas is expected to bring both polish and precision to Bentley’s regional play.
In his new role, Thomas will be overseeing everything from how the brand is perceived in India to how customers experience it—from first glance to long-term ownership. It’s not just about selling cars—it’s about selling a lifestyle, an identity.
But Thomas isn’t walking in blind. He’s coming in with years of experience, especially in premium automotive retail and branding. His appointment adds credibility to Bentley India’s ambitions.
India’s Appetite for Luxury Cars Is Growing, Fast
The timing of this move couldn’t be better. India’s luxury car market is booming—and not just in metro cities. Smaller towns like Surat, Ludhiana, and Indore are showing increased interest in ultra-premium vehicles.
Recent industry reports show a significant uptick in the number of luxury car sales:
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India saw over 42,000 luxury cars sold in 2023
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That number is expected to cross 50,000 units in 2025
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The ultra-luxury segment (cars priced above ₹2 crore) has grown nearly 15% YoY
Here’s a simple breakdown of India’s luxury car market share in 2023:
| Brand Group | Approx. Market Share (%) |
|---|---|
| Mercedes-Benz | 36 |
| BMW Group | 29 |
| Audi (SAVWIPL) | 14 |
| Jaguar Land Rover | 10 |
| Porsche & Lamborghini (SAVWIPL) | 7 |
| Others (Bentley, Rolls-Royce etc.) | 4 |
SAVWIPL is already sitting on a sizable slice of that pie. With Bentley now on board, their share of the ultra-luxury bracket could grow meaningfully.
SAVWIPL’s Long Game: Building an Automotive House of Brands
For SAVWIPL, this isn’t just about one brand. It’s about ecosystem dominance.
Think about it—Skoda and Volkswagen serve the value-conscious buyer. Audi caters to the affluent urban professionals. Porsche and Lamborghini are for the speed-obsessed and design-leaning elite. Bentley? That’s for those who want power wrapped in handmade leather and 40 layers of lacquered wood.
This tiered brand strategy creates a pipeline. Customers can evolve through these brands as their tastes—and bank balances—mature. SAVWIPL just needs to keep them in-house as they ascend.
Interestingly, this mirrors a similar structure in China, where VW Group has successfully captured both the middle-income and ultra-rich demographics. India might just be next.
It’s chess, not checkers.
What’s Next? Eyes on Retail, Experience, and Exclusivity
The big challenge now is experience. Ultra-luxury buyers don’t want a car showroom—they want a boutique.
Bentley India is expected to invest in high-end dealerships, likely in cities like Mumbai, Delhi, Hyderabad, and Bengaluru. These won’t be conventional showrooms either. Think private lounges, curated events, and one-on-one consultations.
Abbey Thomas and his team are also reportedly working on:
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Strengthening after-sales service with white-glove support
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Enhancing customer touchpoints digitally and physically
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Expanding product launches tailored for Indian buyers
And let’s not forget customisation. Bentley is known for its “Mulliner” bespoke programme—expect India-specific editions sooner than later.
