Who Owns Bentley?

Bentley is owned by the Porsche family, which also owns the whole Volkswagen Group through the Porsche Automobil Holding SE. Indeed, the entire group comprises three types of brands: volume, premium, and sport. Bentley is part of the premium segment of the Volkswagen Group, and it generated over €2.84 billion in revenue in 2021, within the overall €250 billion in revenue from the whole Volkswagen Group.

Aspect	Description	Analysis	Examples
Products and Services	Bentley Motors is a British luxury automobile manufacturer that specializes in producing high-end luxury cars and SUVs. The company offers a range of luxury vehicles, including the Bentley Continental GT, Bentley Bentayga, and Bentley Flying Spur, known for their craftsmanship, performance, and customization options.	Bentley’s core offerings are luxury automobiles, catering to an exclusive clientele seeking the highest standards of craftsmanship, performance, and personalization.	Bentley Continental GT, Bentley Bentayga SUV, Bentley Flying Spur sedan, bespoke customization services.
Revenue Streams	Bentley generates revenue primarily through the sale of its luxury vehicles. Additional revenue may come from customization options, maintenance and servicing, brand licensing, and limited-edition models.	Sales of luxury automobiles are the primary revenue source. Customization options and services offer opportunities for additional income. Limited-edition models and licensing agreements contribute to diversified revenue streams.	Revenue from luxury car sales, customization services, maintenance and servicing, brand licensing agreements.
Customer Segments	Bentley caters to an exclusive and affluent customer base, including high-net-worth individuals, celebrities, business executives, and luxury automobile enthusiasts. The brand is synonymous with prestige and luxury.	Bentley’s target demographic consists of individuals seeking the utmost in luxury, craftsmanship, and prestige in their automobiles.	High-net-worth individuals, luxury car enthusiasts, celebrities, business executives.
Distribution Channels	Bentley distributes its luxury vehicles through a network of authorized dealerships and showrooms worldwide. It also offers online configurators and concierge services to assist customers in designing and customizing their Bentley cars.	Authorized dealerships ensure a personalized buying experience. Online configurators and concierge services enhance customer convenience and customization options.	Bentley dealerships and showrooms, online configurators, concierge services for customization.
Key Partnerships	Bentley collaborates with suppliers for high-quality materials and components. The company also forms partnerships with luxury brands for co-branded products and limited-edition models.	Supplier partnerships are vital for ensuring premium materials and components. Co-branded partnerships create exclusivity and brand appeal.	Collaborations with suppliers of premium leather, partnerships with luxury brands for limited-edition models.
Key Resources	Bentley’s key resources include its heritage and brand reputation, automotive design and engineering expertise, skilled craftsmen, manufacturing facilities, global dealer network, and a commitment to sustainability and innovation.	Bentley’s heritage and brand reputation signify luxury and craftsmanship. Expertise in automotive design and engineering ensures exceptional quality. Skilled craftsmen contribute to bespoke customization. Manufacturing facilities support production. Sustainability and innovation efforts drive progress.	Bentley’s heritage, design and engineering teams, skilled artisans, manufacturing plants, global dealer network, sustainability initiatives.
Cost Structure	Bentley incurs costs in research and development for car design and engineering, production and manufacturing, marketing and advertising, employee wages, customization services, and sustainability initiatives.	Investment in research and development and manufacturing is essential for producing luxury vehicles. Marketing and advertising promote brand prestige. Employee wages are significant due to skilled labor. Customization services and sustainability efforts enhance customer experience and brand image.	R&D for new car models, manufacturing of luxury vehicles, marketing campaigns, employee salaries, customization services for customers, sustainability initiatives.
Competitive Advantage	Bentley’s competitive advantage lies in its long-standing heritage, craftsmanship, and heritage, delivering luxurious and high-performance vehicles. The brand’s focus on customization allows customers to personalize their vehicles to their exact specifications. Commitment to sustainability and innovation keeps Bentley at the forefront of luxury automotive technology.	Bentley’s heritage and craftsmanship set it apart in the luxury car market. Extensive customization options cater to individual tastes. Sustainability initiatives appeal to environmentally conscious consumers.	Handcrafted interiors, Bentley Mulliner customization services, plug-in hybrid technology in Bentley Bentayga.
Value Proposition	Bentley offers customers the pinnacle of luxury, craftsmanship, and performance in their automobiles. It provides a bespoke and personalized experience, allowing customers to express their individuality through customization. Bentley embodies exclusivity and prestige.	Bentley’s value proposition centers on delivering the ultimate in luxury and personalization. It offers a driving experience that combines performance, craftsmanship, and exclusivity.	Owning a bespoke Bentley car, configuring a Bentley to exact specifications, experiencing the power of a Bentley engine.

Table of Contents

Background

Bentley is a British designer and manufacturer of luxury cars and SUVs. The company was started in 1919 by brothers Walter and Horace Bentley, with its vehicles enjoying crucial early successes at several Le Mans races in the 1920s.

In this piece, we’ll take a look at what has transpired at Bentley over the last century or so.

Cricklewood

Before the advent of World War I, the Bentley brothers sold vehicles on behalf of French maker Doriot, Flandrin & Parant (DFP) in London. But Walter Bentley – or W.O. as he was known – had the desire to build and sell his own cars.

Whilst at the DFP factory in 1913, Bentley noticed a paperweight made from aluminum and wondered whether the metal could be used to make pistons. At the time, these components were made from much heavier cast iron.

The first Bentley-made aluminum pistons were not fitted to vehicles but to the engines of Sopwith Camels – a single-seat biplane used in World War I.

Bentley is founded

W.O. founded Bentley in a backstreet London garage in 1919 with the mission to “build a fast car, a good car, the best in its class.” Coincidentally or otherwise, Bentley was founded on the same day that the Paris Peace Conference to end the war started.

With the war over, Bentley and a group of engineers set to work on an advanced four-cylinder, three-liter engine with a rolling chassis. Later that year, the first Bentley prototype called the EXP1 was delivered.

The early years of Bentley were characterized by W.O.’s belief that motorsport increased the appeal of his vehicles to wealthy buyers. Bentley vehicles won five of the seven races at Le Mans in the 20s, with the 1929 race featuring Bentleys in the top four spots.

This prompted a substantial investment from Woolf Barnato, a race car driver and also heir to the South African mining empire Kimberly.

Bentley enters receivership

Barnato poured a small fortune into Bentley and became its chairman in 1927, but his capital injection and the success of the luxurious Bentley 8 Litre were not enough to shield the company from the Great Depression.

Bentley went into receivership in 1931 and was acquired by rival Rolls-Royce to remove the competitive threat posed by the 8 Litre to its own Phantom II. Rolls-Royce outbid other suitors under the name British Central Equitable Trust, with the ruse only revealed after the sale was completed.

Rolls Royce closed Bentley’s Cricklewood factory and moved production to Derby, while W.O. left the company as soon as his contract expired in 1935. Every Bentley produced between 1931 and 2004 inherited or shared a Rolls-Royce chassis and adapted Rolls-Royce engines.

Over time, Bentley’s vehicle range became little more than re-badged versions of Rolls-Royce offerings.

Vickers ownership

Rolls-Royce was nationalized by the British government in 1970 after problems with the RB211 aero engine caused the company to collapse. Vehicle production was housed under a new business called Rolls-Royce Motors Limited which was acquired in 1980 by Vickers plc.

Bentley sales fell to just 5% of total production at the company in the 70s and 80s, but the release of models like the sporty Mulsanne created renewed interest in the brand.

Volkswagen acquisition

Vickers sold Rolls-Royce Motors to Volkswagen in 1998 for $780 million after the German company outbid compatriot BMW. However, BMW continued to supply engines and other components to Volkswagen until 2003.

While Volkswagen acquired the company’s designs, model nameplates, production facilities, and various trademarks, the deal did not include the rights to use the Rolls-Royce name or logo. Volkswagen later paid Rolls-Royce Holdings £40 million for a license to use the rights and become the sole provider of cars with the Bentley marque.

Bentley has been a subsidiary of Volkswagen ever since and was consolidated under the company’s premium Audi arm in 2022.

Key takeaways:

Bentley is a British designer and manufacturer of luxury cars and SUVs. The company was started in 1919 by brothers Walter and Horace Bentley and saw early success as the winner of several Le Mans races in the 1920s.
W.O. founded Bentley in a backstreet London garage in 1919 with the mission to “build a fast car, a good car, the best in its class.”
Bentley went into receivership in 1931 and was acquired by rival Rolls-Royce who was interested in removing the company’s competitive threats. Bentley vehicles drifted toward obscurity in the 70s and 80s before the brand was revived by Vickers and later by Volkswagen Group.

Key Highlights

Ownership and Overview: Bentley is a British luxury car and SUV manufacturer. It was founded in 1919 by Walter and Horace Bentley. The Porsche family, which owns the Volkswagen Group through Porsche Automobil Holding SE, owns Bentley. Bentley is part of the premium segment of the Volkswagen Group and generated over €2.84 billion in revenue in 2021.
Early Years and Motorsport: Bentley’s founder, Walter Bentley (W.O.), aimed to build the best cars in their class. Bentley gained early success by winning several Le Mans races in the 1920s, which boosted the brand’s reputation.
Foundation and EXP1 Prototype: Bentley was established in 1919 with a focus on developing advanced engines and chassis. The first Bentley prototype, EXP1, was introduced in the same year.
Investment by Woolf Barnato: Woolf Barnato, a race car driver and heir to a mining empire, invested significantly in Bentley. The success of Bentley vehicles at Le Mans races and Barnato’s investment strengthened the brand’s position.
Bentley’s Challenges: Despite early success, Bentley faced financial difficulties due to the Great Depression. In 1931, Bentley went into receivership and was acquired by rival Rolls-Royce to eliminate the competition posed by Bentley’s 8 Litre model.
Rolls-Royce Ownership: After acquisition by Rolls-Royce, Bentley’s production moved to Derby, and its vehicles shared chassis and engines with Rolls-Royce models. Bentley’s identity diminished as it became essentially re-badged Rolls-Royce vehicles.
Vickers Ownership and Revival: Vickers plc acquired Rolls-Royce Motors in 1980. Bentley’s sales dwindled but were revived with models like the Mulsanne, sparking renewed interest.
Volkswagen Acquisition: In 1998, Volkswagen acquired Rolls-Royce Motors, which included Bentley. Despite the acquisition, the rights to use the Rolls-Royce name and logo were not part of the deal.
Current Status: Bentley has been a subsidiary of Volkswagen since 1998. Volkswagen paid for rights to use the Rolls-Royce name, and Bentley became part of Volkswagen’s premium Audi arm in 2022.