Bentley Looks To Reintroduce Coach Building Services: Report Photo:
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Trevor Collett | Jul, 13 2014 | 2 Comments

Bentley could be looking to reintroduce the lost art of coach building, according to reports out of the UK.

Autocar and Auto Express have both claimed the luxury carmaker’s sales and marketing man, Kevin Rose, is quite keen on the idea.

As more carmakers look to inflate their model line-ups with as many options as possible, Mr Rose reportedly believes the idea of customers designing their own cars as well isn’t out of the question.

“History repeats itself; if you go back to Bentley’s early days, we built chassis which customers then took and said ‘I want this bodywork on top’,” Mr Rose said, speaking with Autocar.

“It was haute couture for cars and I love that idea. Lots of companies do ultra-limited editions, but this could take it further.”

Whether all of Bentley’s current models would be available for customers to ‘redesign’ or not is unclear, as is any restrictions to exactly how far Bentley will go to satisfy a customer’s requests.

The obvious question is cost. As Bentley hasn’t offered bespoke coach building for almost 90 years, the modern minefield of government red tape (which differs in each of Bentley’s overseas markets) would no doubt restrict the service to the exceedingly wealthy.

Mr Rose said that customers seeking a coach building service from Bentley would be those to whom “cost wouldn’t be an issue”, but stressed the service is merely an idea at this stage.

Bentley’s Mulsanne, Continental and Flying Spur variants will be joined by the carmaker’s first-ever SUV in 2016; a model that could produce some interesting interpretations if the coach building service goes ahead.

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