Cars & Tech

Bentley Opens Its First Showroom in Manila

Just in time for the brand’s 100th anniversary next year
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It seems apt that just as Bentley is celebrating its 100th anniversary next year, Manila is finally getting its first official showroom dedicated exclusively to the premium British luxury brand.

Bentley was first made locally available five years ago, through its official distributor PGA Cars (which also hawks fellow luxury brands Porsche, Lamborghini and Audi). But local execs decked out a space just for the Crewe-based automobile brand in Bonifacio Global City to signal a more pronounced presence in the country.

“We at Bentley Manila are immensely proud to formally open the doors of its showroom here in the Philippines,” said Benedicto Coyiuto, president of Bentley Manila. “Bentley’s new home not only showcases the latest Bentley model range but also features a luxurious space for our customers.”

Manila has seen the entry of some of the world’s most well-known premium automobile brands in recent years due to a relatively strong economy and a steadily growing sector that can afford their sky-high price tag. But Bentley sets itself apart with its bespoke offerings to its clients. Because you can customize your car—from exterior color and interior trims to upholstery and finishings—no two Bentley units are ever exactly alike.

Manila has seen the entry of some of the world’s most well-known premium automobile brands in recent years.

Thanks to Bentley's bespoke services that allow buyers to customize everything from exterior color and interior trims to upholstery and finishings, no two Bentley units are exactly alike.

“The thing that makes Bentley stand out as well is the unique combination of luxury and performance,” said Katya Zavialova, Bentley Motors Asia Pacific Director. “I’m incredibly fortunate to say that our cars are amazing. And I hope you get the chance to drive them sometime because it’s that unique combination of performance and luxury, the craftsmanship, that makes us really unlike any other luxury car brand in the market.”

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The showroom itself is right beside those of Audi and Lamborghini, and features a bright, airy interior, three-car display area and car personalization space where clients can talk to experts to customize their dream Bentley. There’s also a bar, a lounge and a boutique where items like shirts, luggage and model cars all emblazoned with the iconic Bentley logo are for sale. 

Although it conforms to general corporate identity specifications, Zavialova said distributors are free to play around and design a space tailored to their respective markets. “The previous look’s language was very much wooden floors, green walls, green furniture, so it was quite dark,” Zavialova said. “It felt aged, and given the direction the brand was going to—a younger audience, newer producs, more dynamic—we needed to freshen it up. If you notice motorshow developments, they went from really, really dark to white, bright environments. So you see bright and attractive colors here, creating a welcoming sense of space, rather than dark enclosed spaces.”

Because it's more than just a car, the iconic Bentley logo can also be found on items like shirts, luggage and model cars.

Zavialova and Bentley Manila’s Christoper Chan also revealed that the bestselling Bentley models in the country and globally is the Continental GT. Come for a visit and you’ll also likely see the other available models including the Mulsanne and the Bentayga.

“At Bentley, it’s more than the sheets of metal and it’s more than the engine,” said Chan. “It’s the lifestyle associated with it. What we offer is a comfortable space that’s not the office or the home. It’s about sitting down and having a good scotch, or unwinding with a glass of champagne, unwinding. We want to express to the market that the Bentley brand is always more than just about the car.”

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Paul John Caña
Managing Editor, Entrepreneur.com.ph
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