An “exclusive use country retreat” is how luxury carmaker Bentley Motors is describing its new flagship customer experience centre for wealthy buyers of its supercars.
A short drive from Bentley’s Crewe factory, the historic property was previously reserved as a private resident for Bentley chief executives, but it has now been fully refurbished into an exclusive space to welcome the carmaker’s most valued customers who want to bespoke commission the Bentleys of their dreams.
Named The Mews, it is an English country home furnished with key pieces from the Bentley Home furniture collection, allowing visitors to be immersed in the Bentley brand and lifestyle experience. Access is via a gate driveway framed by parkland that spans approximately four acres.
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It has been designed to complement Bentley’s established CW1 and factory tour experiences, and together express the brand’s history and values.
Wayne Bruce, project lead of The Mews and Bentley’s chief communications officer, said: “In addition to our esteemed customer experience centre, CW1 House, where we provide clients with an exclusive environment immersed in the Bentley brand, The Mews stands as the definitive Home of Bentley. It embodies a seamless integration of heritage, luxury, and exclusivity, set within a tranquil yet sophisticated atmosphere that enhances the overall brand experience.”
Like many luxury car brands and their retailers, Bentley has an engagement strategy to provide memorable experiences for its wealthy customers that enhance their buying and ownership experience, such as a five day drive along a breathtakingly scenic route from the home of Bentley Motors in Crewe to The Macallan Estate in Speyside, Scotland, while staying at luxury residences and enjoying fine dining.