Skoda Auto Volkswagen India has appointed Abbey Thomas as the country head for Bentley in India. This marks a strategic shift for Bentley India from operating as an imported brand to establishing a local office. The move aligns with Bentley’s aim to enhance its operations in the growing Indian super-luxury car market.
India has witnessed a rising demand for ultra-luxury vehicles, driven by the increasing number of ultra-high-net-worth individuals (UHNWIs). Bentley’s transition to a local office model is expected to improve its market focus, service quality, and parts availability. The company also plans to expand its reach with a new dealership in southern India, further strengthening its presence.
Thomas, formerly the head of marketing for the Volkswagen Passenger Car brand, will take charge as Bentley’s country head from January. He will report to Jan Bures, Executive Director of Sales, Marketing, and Digital at Skoda Auto Volkswagen India Private Ltd. This leadership change is anticipated to align Bentley’s India strategy with the specific needs of super-rich buyers in the region.
Currently, Bentley’s operations in India are handled by Exclusive Motors, which manages dealerships in New Delhi, Mumbai, and Hyderabad. The brand is known for its ultra-luxury vehicles like the Bentayga, Flying Spur, and Continental GT, with prices starting at ₹3.91 crore and going beyond ₹10 crore, depending on customisation.
In 2023, Bentley sold approximately 70–80 units in India, with the Bentayga SUV leading the sales. Recently, Bentley also introduced five bespoke Mulliner models exclusively for the Indian market, showcasing its commitment to meeting local preferences.
India’s UHNWI market is growing rapidly. According to Knight Frank, the UHNWI population rose 6% in 2023 to reach 13,263 individuals and is projected to surpass 20,000 by 2028.
