Bentley India Targets 100-Unit Sales as FTA Promises Lower Duties

Bentley India is preparing for significant growth, aiming to sell 100 units in the 2026-27 financial year. This target follows the anticipated India–UK Free Trade Agreement (FTA), which could lower import duties and reset pricing for ultra-luxury cars. Abbey Thomas, Head of Bentley India, says the 100-unit goal depends on how quickly pricing becomes competitive under the new regime.

Key Highlights

• Bentley India targets 100-unit sales in FY 2026-27 pending FTA-driven price changes
• Network now limited to three partners in Mumbai Bengaluru and Delhi for unified national coverage
• Bentayga SUV accounts for 46–47 percent of Bentley’s India sales reflecting strong SUV demand
• Regulatory hurdles include E20 fuel certification and ADAS compliance affecting new model launches
• Bentley plans to pass any duty-related price benefits to customers to drive market growth

Key Strategies and Network Changes

Bentley India has shifted its strategy to focus on three main areas: streamlined pricing, stronger network control, and re-engaging its existing customer base. The company expects the biggest impact to come from price reductions linked to the FTA. JaguarLand Rover (JLR) India has already announced FTA-related price cuts of about 15 percent on UK imports, and Bentley is expected to follow.

Bentley has also moved to a direct National Sales Company (NSC) model, effective July 1, 2024, ending its previous importer-led approach. The brand now operates through three partners: Infinity in Mumbai, KUN Premium Cars in Bengaluru, and Bird Automotive in Delhi. The choice of Bengaluru over Hyderabad reflects changing customer behavior, with buyers no longer limited by geography. This network structure allows Bentley to function as a unified national platform.

Pricing discipline is a key change. Bentley has introduced a defined Manufacturer’s Suggested Retail Price (MSRP) and a one-price policy across all dealerships. This move removes inconsistencies and ensures a uniform buying experience. Centralised global support in engineering, homologation, and logistics gives Bentley greater operational control in India.

Customer Engagement and Market Challenges

Bentley’s India car park consists of around 1,000 units, with about 400 still active. The company is focusing on re-engaging these existing customers through a centralised communication programme. Improved aftersales support is also a priority, with a new workshop in Navi Mumbai and separate retail and service facilities in Bengaluru.

Regulatory challenges remain. E20 fuel compliance has delayed new model launches, as certification is done in the UK. Bentley is considering local testing to speed up this process. GSR 870 norms, especially those related to ADAS features, present additional hurdles, as some systems designed for Europe do not perform optimally in India. Bentley seeks exemptions or avoids importing certain variants to maintain customer experience.

The Bentayga SUV leads Bentley’s sales in India, accounting for 46–47 percent of volumes. This reflects the country’s strong preference for SUVs, even in the ultra-luxury segment. The Bentayga is also best positioned to benefit from any duty reductions under the FTA. The Flying Spur sedan and Continental GT and GTC models serve niche segments.

Bentley’s growth depends on pricing changes. Current duty structures limit the addressable market, but lower duties could expand the customer base beyond traditional ultra-high-net-worth buyers. Currency fluctuations add uncertainty to future pricing. Bentley’s strategy is to pass any pricing benefits to customers to drive demand, focusing on market growth rather than margin maximisation.

Inventory management has become more flexible, with planning cycles now half-yearly due to policy uncertainty. Demand remains fluid as buyers wait for potential price corrections. If the FTA leads to lower prices, Bentley expects to achieve meaningful expansion in India.