In a strategic expansion move, Skoda Volkswagen India (SAVWIPL) is set to take over the Indian operations of British luxury automaker Bentley, adding it to its existing portfolio that already includes Porsche and Lamborghini. This marks a significant step forward in consolidating Volkswagen Group’s premium car brands under a unified umbrella in one of the world’s fastest-growing luxury car markets.
Bentley Joins SAVWIPL’s Luxury Lineup
Until now, Bentley vehicles were imported and sold in India through Exclusive Motors, a private dealer responsible for sales and after-sales services in Delhi, Mumbai, and Hyderabad. However, beginning later this year, the brand’s operations will be fully managed by SAVWIPL. The transition will see Skoda Volkswagen India handling all aspects of Bentley’s business in the country—from sales and customer service to spare parts and homologation.
This shift follows a similar route taken by Porsche and Lamborghini, both of which were moved under SAVWIPL’s direct oversight in recent years. The aim is to streamline operations, offer consistent service standards across brands, and leverage shared infrastructure to optimize efficiency and growth.
India’s Luxury Market Is on the Rise
India’s appetite for ultra-luxury vehicles has seen a sharp rise in recent years. SUVs, in particular, are dominating high-end sales charts. Brands like Porsche and Lamborghini reported record-breaking numbers in 2023, and Bentley, too, recorded strong sales with a significant portion coming from its Bentayga SUV.
With economic growth, a rising number of high-net-worth individuals, and increasing urban demand for bespoke vehicles, India has emerged as a promising market for luxury automobile brands. The decision to bring Bentley under SAVWIPL signals Volkswagen Group’s confidence in India’s premium segment and its long-term plans for the region.
Dedicated Team and Expansion Plans
As part of the integration, Bentley will establish a dedicated India team with a new brand head, supported by marketing and after-sales leads. This team will report to the company’s regional office, following the same structure adopted for Porsche in India. A new dealership is also expected to be launched in South India, likely in Bengaluru, to cater to a growing customer base in that region.
The move is expected to enhance the Bentley brand experience in India, with a stronger emphasis on customer satisfaction, availability of parts, and localized service support.
Customized Operations Across Premium Brands
With Bentley joining Porsche and Lamborghini under one operational roof, Skoda Volkswagen India is creating a premium brand cluster that benefits from shared resources, warehousing, and logistics. This unified approach reduces operational friction, ensures quicker service turnaround times, and makes it easier for customers to access consistent, high-end experiences regardless of the brand.
SAVWIPL has been steadily expanding its footprint under its India 3.0 strategy, which focuses on deeper localization, electric vehicle readiness, and luxury brand integration. By centralizing Bentley’s operations, the company is aligning its long-term goals with market trends and customer expectations.
Looking Ahead: A More Cohesive Luxury Experience
This transition is more than just a reshuffle—it’s a calculated move to solidify Volkswagen Group’s hold over India’s top-tier auto segment. Customers can expect improved showroom experiences, faster after-sales support, and new product launches that are better tailored to Indian tastes and road conditions.
With this development, Skoda Volkswagen India is not just managing luxury brands—it’s redefining the way premium vehicles are introduced, marketed, and supported in the country.
