Bentley plans to replace traditional reception desks in its dealerships with bars. This change is part of a new visual identity that will be implemented across the brand's 220 global luxury retail outlets. The goal is to transform the display space into something more akin to an atelier than a conventional car dealership.
This redesign coincides with the introduction of the Torcal, the manufacturer's first fully electric vehicle in its 107-year history. According to Bentley itself, the aim is to modernize the traditional automotive showroom by intensely focusing on personalization, blending digital configuration tools with more artisanal customer service methods.
The new bar, which will occupy the space of the former counters, aims to provide customers with a more relaxed reception, creating an atmosphere inspired by hospitality and promoting immediate closeness between salesperson and buyer.
Furthermore, the way vehicles will be displayed will change. Cars will no longer be lined up in the main hall but will instead be presented individually in areas designed as lounges or private galleries.
The decoration aesthetic prioritizes warm and earthy tones, seeking to establish a welcoming climate comparable to that of a high-end residence.
Currently, only one dealership has implemented this new standard: Jack Barclay, located in London. The selection of this unit is symbolic, as it is the oldest continuously operating brand dealership on the planet, having opened in 1927. Bentley has not yet released a schedule for extending this concept to other units in its network.
The Torcal was unveiled on September 23rd in London and is classified as an SUV positioned below the Bentayga. It is built on the Volkswagen Group's PPE platform, the same one used by the electric Porsche Cayenne. The model will have two versions, both equipped with an engine on each axle and all-wheel drive.
The entry-level version offers 821 horsepower, while the Torcal S reaches 888 hp and 137.7 kgfm when launch control is activated, making it the most powerful Bentley ever produced, according to the brand. Its 113 kWh battery, operating on an 800-volt architecture, ensures a range of up to 600 km in the European WLTP cycle. The manufacturer reports that charging from 10% to 80% can be completed in less than 20 minutes using 400 kW chargers.
Production of the Torcal is scheduled to begin in 2027 in Crewe, Bentley's headquarters for eight decades. Three hundred and fifty million pounds sterling have been invested in this project. In the UK, the initial price of the Torcal is 1.2 million BRL (equivalent to 173.3 thousand pounds). The brand has not yet announced the availability of this model for the Brazilian market.