Bentley has unveiled a new global format for its dealerships. The first to adopt it is London's Jack Barclay – the brand's oldest dealer, operating since 1927. The concept is subsequently planned for implementation at over 220 Bentley dealers across more than 60 markets.

The main element is the Atelier – a special zone with real samples of leather, veneer, colors, and other finishing materials. Clients can choose combinations and then see the future car configuration using a 3D configurator and a large LED screen.

At the same time, cars are no longer arranged in traditional rows. They are displayed in a gallery and lounge format, and a separate space with lighting and digital displays is provided for handing over finished cars. Bentley itself calls lighting the “fourth material” of the interior.

The reason for this approach is a change in demand structure. According to Bentley, over 70% of customers order cars with Mulliner personalization elements – from individual embroidery to fully bespoke vehicles. In 2025, Bentley's revenue was 2.6 billion euros, a decrease of 1%, while deliveries fell by 4.8% to 10,131 cars.

The new dealership becomes not so much a storage place for cars, but rather a space for their individual configuration. Bentley intends to scale this approach across its entire global dealer network.