Skoda Auto Volkswagen India Pvt Ltd (SAVWIPL) has officially incorporated the iconic British marque Bentley into its brand portfolio in India, marking a significant expansion of its ultra-luxury automotive presence. Effective July 1, 2025, SAVWIPL has assumed exclusive rights for importing, distributing, and servicing Bentley vehicles across the country. A dedicated entity, Bentley India, has been formed to oversee all operations related to the brand. With this move, SAVWIPL now represents six automotive brands in India, extending its reach from mass-market vehicles to the pinnacle of automotive luxury and craftsmanship.
Bentley Joins the SAVWIPL Family
In a strategic expansion move, SAVWIPL has welcomed Bentley as the sixth marque under its umbrella. The alliance enables SAVWIPL to offer a more holistic vehicle portfolio—from German-engineered mass-market and premium cars to bespoke luxury offerings from one of Britain’s most esteemed automotive brands.
The new arrangement, which took effect on July 1, 2025, ensures that all Bentley-related functions—spanning marketing, sales, after-sales service, and customer support—will now be administered through Bentley India, a wholly owned subsidiary of SAVWIPL. This development represents a shift toward greater localization and operational integration, tailored to meet the needs of India's growing ultra-high-net-worth individual (UHNI) population.
Leadership and Strategy
To lead Bentley’s operations in the Indian market, Abbey Thomas has been appointed as the Brand Director of Bentley India. Under his leadership, Bentley India will focus on delivering an elevated ownership experience while aligning the brand's strategy with local market dynamics.
Piyush Arora, Managing Director and CEO of SAVWIPL, emphasized that Bentley’s inclusion “completes the group’s portfolio” by complementing its offering with “the timeless elegance and unmatched performance of British craftsmanship.” Meanwhile, Jan Bures, Executive Director of Sales, Marketing and Digital, highlighted that the brand is well positioned to serve India's expanding base of ultra-wealthy customers, promising “the best of luxury and performance.”
Tapping into India's Luxury Car Market
India’s UHNI segment has grown rapidly over the last decade, propelled by rising entrepreneurial success, asset diversification, and global exposure to luxury brands. Bentley, with its legacy of hand-built craftsmanship and performance heritage, has long appealed to discerning Indian clients. SAVWIPL’s move to centralize Bentley’s operations under its umbrella enhances not only operational efficiency but also ensures consistent global standards in product and service delivery.
Bentley has maintained a presence in India for over 20 years. However, by integrating its operations within a group that understands both the luxury and Indian automotive landscapes, Bentley stands to deepen its penetration and improve the ownership journey through better infrastructure, trained personnel, and strategic dealer networks.
Implications for the Group and the Market
With Bentley now part of SAVWIPL, the group manages an end-to-end automotive ecosystem in India—ranging from economy to super-luxury. This enables significant economies of scale in logistics, marketing, and after-sales services while providing Indian customers with a unified service quality across brands.
Moreover, this move reflects a broader trend in the Indian automotive market: the increasing importance of localized strategies and organizational autonomy in managing global luxury brands. By forming Bentley India, SAVWIPL demonstrates its commitment to a long-term, sustainable strategy in the high-end automotive space.
Conclusion
The inclusion of Bentley under the Skoda Auto Volkswagen India umbrella represents a major leap in consolidating the group’s footprint across the Indian automotive value chain. It not only enhances brand visibility and market responsiveness but also prepares SAVWIPL to meet the rising expectations of India's luxury car buyers. As Bentley India gears up to deliver its hallmark craftsmanship and bespoke offerings, the country’s affluent clientele will likely witness a new era in high-performance automotive luxury.
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