Bentley Launches New Personalised Customer Tour Experiences at its Historic Crewe Headquarters

Bentley Motors has made further investments in its customer experiences by creating fully immersive, innovative and digitally engaging experiences at its historic Crewe headquarters. Guests will experience the Best of British craftsmanship and an unrivalled range of finishes, class-leading technology, sustainable materials and design excellence – a celebration of the flawless Bentley design DNA.

August 25, 2023
From 1 September 2023, this new adaption of the Crewe factory will allow customers to create their own Bentley design legacy as well as enjoy a transformational, digitally immersive, 3D lineage experience that will bring the story of Bentley’s long and rich history to life. Bentley customers will be welcomed to Crewe by a dedicated host who will create a personalised factory tour to inspire and stimulate ideas for their final specification.
A new customer experience area in the Excellence Centre for Vehicle Finish will offer every opportunity to create a piece of custom art. Clients will be invited to choose from a range of the latest paint finishes, sustainable hides, stitching designs, finest wood veneers, hoods, carpets and seatbelt varieties with design consultants on hand to provide advice on combinations and the final aesthetic that will make their dream car a reality.
Caren Jochner, Global Head of Brand Experience at Bentley, has commented:
‘The Home of Bentley is a benchmark in production operations and sustainable luxury mobility leadership. It is something to be experienced and celebrated. We have invested heavily to provide the service our clients expect and are now providing interactive immersive solutions that will enable each customer to learn and interact, as well as creating a legacy and opportunity to invest in a piece of Bentley history.
Our customer experience centre, CW1 House, is a place where we can entertain our customers in an exclusive environment and they can enjoy being immersed in the Bentley brand. The skill and passion of our craftspeople who work with the finest materials is now supported by immersive digital innovations, such as the 180-degree show in Lineage, and our new Phygital Table creates opportunities for clients to customise their preferred factory tour using touch screen technology.’