Bentley wants you…

Calling all Aussie millionaires and billionaires – Bentley wants you… wants you to spend more money personalising your new purchase, that is!

The Volkswagen-owned British luxury marque’s Mulliner bespoke division has been reorganised and boosted in financial importance under the latest Bentley business plan.

The net result is a recognition that Mulliner demand is being driven by US and Middle East Bentley buyers, with less enthusiasm being shown for the service in the Asia-Pacific, which includes Australia.

To address that Mulliner will station Bentley designers in Singapore on six-month rotations to work with owners in the region to personalise their purchases.

All this was revealed by Mulliner chief commercial officer Paul Dickinson, who was in Australia on a fact-finding mission last week.

“This is a very important region that we have got potential in we haven’t tapped yet,” he explained.

“So part of this is getting the feedback from the guys in the region on how we could suit our offer to the kinds of things the people who live out here would want,” Dickinson explained.

“The global offering in the world of bespoke is very different and what works in one region doesn’t work in others.”

Mulliner has a history dating back to the 16th century when it was a saddlery and became a division of Bentley post-WWII.

Currently, there are Mulliner models offered as part of the Flying Spur sedan and Continental coupe and convertible global ranges, as well as regional spin-offs that can also include the Bentayga SUV.

Personalisation is offered through three levels starting with catalogued items buyers can choose online. They can then step up to one-on-one consultations to create unique combinations.

About 25 per cent of global Bentley buyers invest in entry-level Mulliner upgrades, while a further 10 per cent progress to level two.

Take-up is lower than that in Australia, as it is in the region, which makes the locally-based member of the design team important, Dickinson explained.

“That person can spend quality time in Australia,” Dickinson said. “We’ve definitely seen growth in Australia and we have a growth plan.”

At the top level, Mulliner hand-builds limited-run multi-million-dollar specials and modern-day versions of classic models from Bentley history.

There have been two coachbuilt cars so far – the Bacalar convertible and Batur coupe, with more coming soon.

Mulliner has also released two classic continuations, the Speed Six and the Birkin Blower, and built a one-off 1939 Bentley Corniche.

Mulliner can theoretically even develop a one-off car for a client, although that hasn’t happened under the current structure.