Crewe’s First EV
Like it or loathe it, Bentley has entered the electric car arena with the Torcal. It’s the British automaker’s first-ever EV, and the brand promises a lot. But while its powertrain is far from traditional, a couple of elements of it remain familiar.
For starters, it’ll still be built in Crewe, Bentley’s home for the past 80 years. The styling also retains some classic Bentley elements, with a monolithic front and rear end and curves in the middle, like the Flying Spur and Bentayga. As for the interior, the company stuck with tradition by not asking mobile device designers to do the job. As we said previously, it’s far less controversial than Ferrari’s first attempt at an EV.
But beyond that, the Torcal will bring a new customer experience. By that, we mean showrooms will get a new look to match the EV’s arrival.
Bentley
A New Visual Identity
Bentley will roll out a new visual identity across all 220 retailers worldwide. According to Bentley, it seeks to “reinvent the traditional automotive showroom with clear a focus on personalisation.” In other words, less of a place to sell cars and more of an atelier for automobiles.
One of the 220 retailers has the new showroom design. It’s none other than Jack Barclay Bentley in London, and there’s a good reason for that. That showroom is the longest-running Bentley dealer in the world, having opened its doors in 1927.
Bentley
What Makes it New?
Bentley wants to combine digital personalization with traditional methods. At the same time, the interior motifs will change, and instead of a reception desk, Bentley will opt for a bar arrangement for a more relaxed, hospitality-inspired arrival. Again, less dealership, more atelier.
The cars will be presented in a special way, too. Instead of placing them in rows on the showroom floor, each will be displayed in gallery and lounge areas. Warm, earthy tones abound in the new showroom for that homey feel. Bentley wants to promote a more relaxed atmosphere across its locations. For now, only Jack Barclay Bentley has this new look, but expect to see renovations at a Bentley showroom near you.
Bentley
Bentley
