Bentley Motors has followed up the creation of a digital dealership in Amsterdam with the opening of its largest ever showroom – a 75,000sq-ft development in Dubai.
The result of a multi-million pound investment by Al Habtoor Motors, the luxury brand’s exclusive retail partner in the United Arab Emirates, the new site occupies a prime spot on Sheikh Zayed Road.
An advanced luminary façade, six floors of customer environment including a personal commissioning area, a roof garden, VIP suite and specialised water feature with number plate recognition all feature in the flagship Bentley facility.
Stephen Reynolds, Regional Director, Middle East and Asia Pacific at Bentley Motors, said: “Bentley Emirates gives our customers in the UEA a bold, clear and contemporary interpretation of our vision and brand values. It is a visualisation of the most exclusive customer experience.
“With the help of our retail partner, Al Habtoor Motors, we have redefined the automotive retail environment, blending traditional craftsmanship and contemporary design to showcase the best of British luxury performance.”
The facility has been developed through a partnership between owners Pon Luxury Cars, Sony, AVEX and Bentley.
Customers can watch videos, browse brochures and configure cars through an interactive multi-source display solution.
A spokesman for Bentley UK told AM that the Amsterdam project’s success and progress would be reviewed and it would then look at the potential for rolling out similar concepts in other markets, including the UK.