Bentley, a name synonymous with British luxury and automotive excellence, has a history marked by shifts in ownership and evolving identities. While its heritage is deeply rooted in independent British craftsmanship, a pivotal chapter in Bentley’s story is its acquisition and subsequent revitalization under the Volkswagen Group. Understanding how Bentley became part of the Volkswagen family is crucial to appreciating its modern resurgence and continued relevance in the high-end automotive market.
From Rolls-Royce Acquisition to a Period of Subordination
The narrative takes a turn in November 1931 when the Rolls Royce Motor Corporation, seeking to eliminate a formidable rival, acquired Bentley. During the 1930s, Bentley, under Rolls-Royce’s wing, began to adopt more standardized production methods, mirroring the Fordist trends of the era. This shift aimed to reduce manufacturing costs and resulted in increased use of standardized components across product lines. While this approach ensured Bentley’s survival during economically challenging times, it came at the expense of some traditional Bentley characteristics, notably its performance and dynamic edge. The brand, however, maintained its reputation for refined craftsmanship, allowing it to weather the storms of the period. Initially, Bentley retained a degree of autonomy; pre-World War II, Bentley engines and chassis remained distinct from Rolls-Royce models.
The post-war economic landscape brought financial pressures that prompted Rolls-Royce to implement model policy changes that gradually diminished Bentley’s brand identity. The MK VI, produced from 1946 at the new Crewe factory, was effectively overshadowed and forced out of the market in 1951 by the strikingly similar Rolls Royce Silver Dawn. A brief resurgence of Bentley’s independent spirit appeared with the Type R Continental coupe, manufactured between 1952 and 1955. However, the following three decades witnessed Bentley’s progressive assimilation into Rolls-Royce’s shadow. Bentley primarily produced derivatives of corresponding Rolls-Royce models, leading to a gradual decline in the marque’s distinctiveness and market presence.
Vickers plc and the Dawn of a Renaissance
A significant turning point arrived in 1980 when Vickers plc, an armaments conglomerate, acquired Rolls Royce Motor Cars Ltd. Vickers recognized the untapped potential of the Bentley brand and initiated a revitalization effort, breathing new life into it with the introduction of the Bentley Mulsanne Turbo. Launched in 1982, this model distinguished itself from the Rolls Royce Silver Spirit through a key feature: a turbocharger. This enhancement boosted power output by an impressive 50 percent, reaching 300 horsepower. The Mulsanne Turbo, then the fastest Bentley ever produced, sparked a brand renaissance.
This momentum continued with the 1984 Bentley Eight, designed to compete with models from Mercedes and BMW, and the 1985 Mulsanne Turbo R, which heralded a new era of model development. Bentley expanded its product range and rediscovered its sporting heritage, a legacy established by W.O. Bentley himself. This strategic shift fueled substantial growth. Between 1983 and 1989, Bentley’s share of overall Rolls-Royce production surged from less than five percent to over 50 percent. By 1992, Bentley sales outpaced Rolls-Royce at a ratio of two to one. Within a decade, Bentley had re-emerged as the dominant brand, forging a new identity prominently embodied in the coupes of the 1990s. The compelling combination of performance and luxury was once again the hallmark of the brand, setting the stage for further flourishing under Volkswagen ownership.
Volkswagen Era: Modernization and a Focus on Performance
The acquisition of Bentley by the Volkswagen Group marked another transformative phase in the brand’s history. In September 2002, the company was officially renamed Bentley Motors Ltd., signaling a renewed focus and direction. A crucial aspect of Volkswagen’s strategy was the reintegration of key competencies that had been central to Bentley’s heritage but had been outsourced under Vickers’ ownership. These included prototype testing and, most importantly, the production of the iconic V8 engine, which had been subcontracted to Vickers Engineering. The Volkswagen Group, upon acquiring Bentley, brought engine production back to Crewe, granting Bentley’s engineers direct control over powertrain development once again.
Volkswagen demonstrated its strong belief in the Bentley brand and its workforce by investing a substantial DM 1.1 billion between 1999 and 2003. This investment was directed towards modernizing the Crewe factory and developing new product lines. The Arnage Green Label, already in development during the acquisition process, underwent a rapid transformation within a year, evolving into the Red Label. This revised model featured enhanced suspension, increased rear space, and greater power output. Bentley’s engineers replaced the BMW engine with the more potent V8, significantly boosting demand and driving sales up by 50 percent in the year 2000. The comprehensive redesign of this model culminated in the Arnage T, unveiled at the North American International Auto Show in Detroit in January 2002. Leveraging Volkswagen’s technical expertise, the Bentley engineering team achieved significant improvements in design rigidity and engine performance. The modified V8 now delivered 456 horsepower, propelling the Arnage from 0 to 100 kilometers per hour in a mere 5.5 seconds.
Conclusion
Bentley’s journey, particularly its transformation under Volkswagen ownership, showcases a remarkable story of brand revival and adaptation. From its early days of independence to a period of being overshadowed by Rolls-Royce, and then its renaissance under Vickers, Bentley’s acquisition by Volkswagen has ushered in an era of modernization and renewed focus on performance and luxury. Volkswagen’s investment and strategic direction have not only solidified Bentley’s position in the luxury automotive market but have also allowed it to reclaim and enhance its distinct brand identity for the 21st century. The story of Bentley Owned By Volkswagen is a testament to how strategic ownership and investment can breathe new life into a historic marque, ensuring its continued success and appeal to discerning customers worldwide.
