Bentley is entering the electric vehicle market with the Torcal, its first-ever EV, while also introducing a new showroom experience designed to accompany the brand’s shift into electric cars. The British automaker will roll out the new visual identity across all 220 of its retailers worldwide.
Bentley’s First EV Keeps Familiar Design Elements
The Torcal will continue to be built in Crewe, Bentley’s home for the past 80 years. Although its powertrain is different from Bentley’s traditional setup, the vehicle retains several familiar styling elements.
The exterior features a monolithic front and rear end with curves through the middle, echoing design elements seen on models such as the Flying Spur and Bentayga.
Bentley has also maintained its traditional approach to the interior rather than bringing in mobile device designers. The result is described as less controversial than Ferrari’s first attempt at an EV.
Beyond the vehicle itself, however, the Torcal is bringing a new customer experience to Bentley retailers.
Bentley Introduces a New Visual Identity
Bentley plans to introduce its new visual identity across all 220 retailers worldwide. The company says the concept aims to “reinvent the traditional automotive showroom with clear a focus on personalisation.”
The new approach shifts the showroom away from being simply a place to sell cars and toward an atelier-style environment for automobiles.
One of the 220 retailers has already received the new design: Jack Barclay Bentley in London. The location was chosen for a notable reason, as it is the longest-running Bentley dealer in the world and opened its doors in 1927.
What Changes Inside Bentley Showrooms?
Bentley wants to combine digital personalization with traditional methods as part of the new showroom concept. Interior motifs will also change, while the traditional reception desk will be replaced by a bar arrangement designed to create a more relaxed, hospitality-inspired arrival.
The vehicles themselves will receive a different presentation. Rather than being positioned in rows across the showroom floor, each car will be displayed in gallery and lounge areas.
The new showroom design uses warm, earthy tones to create a homey atmosphere. Bentley wants its locations to provide a more relaxed environment as the brand prepares for the arrival of the Torcal.
For now, Jack Barclay Bentley is the only retailer with the new look, while Bentley plans to bring the design to its other showrooms worldwide.
