Bentley Cube showroom offers luxury to its top Asian market

Industry

Published: 08 Mar. 2023, 17:25 Updated: 08 Mar. 2023, 17:32

Bentley Cube showroom offers luxury to its top Asian market

Bentley Motors Chairman and CEO Adrian Hallmark speaks during a press conference Wednesday celebrating the opening of Bentley Cube showroom in Gangnam District, southern Seoul. [BENTLEY MOTORS KOREA]

Design your own Bentley, color it however you want. Why not throw a party at a nice lounge with other Bentley owners while you're at it?

These are a few of the options on offer at a Bentley showroom, available exclusively in Korea.

Bentley Motors on Wednesday opened a Bentley Cube showroom in Gangnam District, southern Seoul, which exhibits the latest Bentley cars and also offers various services exclusively for Bentley owners in Korea, such as a lounge that they can rent to open a private party or programs to customize their own Bentleys.

“Bentley is on an extraordinary journey into the future, and this includes innovating unique customer experiences,” Bentley Motors Chairman and CEO Adrian Hallmark said during a press conference marking the opening of the showroom on Wednesday.

This is the first time for Hallmark to visit Korea since being named chairman in 2018. Bentley entered the Korean market in 2006.

"The launch of Bentley Cube today reflects the growing importance of the Korean market for Bentley," Hallmark added.

The newly-opened Bentley Cube showroom in Gangnam District, southern Seoul [BENTLEY MOTORS KOREA]

Korea is the No. 1 market for the British carmaker in the Asia-Pacific region. Bentley Motors sold 775 cars in Korea last year, about 38 percent of its total sales in the Asia-Pacific region.

It introduced its limited-edition Batur for the Korean market on Feb. 27, for the first time in the Asia-Pacific region. Made by Mulliner, its in-house bespoke division, its interior controls are available in 3D-printed 18-karat gold.

Bentley received only 18 orders for the model, one of which was from Korea. Its sticker price in the country starts from 2.6 billion won ($2 million).

Bentley Motors Chairman and CEO Adrian Hallmark, right, and Kim Han-joon, CEO of Bentley Seoul, take a photo with the latest limited-edition Batur. [BENTLEY MOTORS KOREA]

At the Batur Studio Suite on the third floor, customers are able to create their very own bespoke Bentley, customizing the color and leather of the seats.

The Azure Lounge is an exclusive space for customers to come relax and network. Bentley owners can host private parties there.

Bentley plans to introduce a limited-edition model just for Korea every year. To start, 10 Continental GTs will be available within the year, for which the automaker collaborated with modern artist Ha Tae-im.

Bentley Motors said it will invest ￡2.5 billion ($3 billion) toward the transition into electrification. It plans to go fully electric and carbon neutral by 2030.

When asked about potential business ties with Korean battery makers for EVs, Hallmark said, “We do have plans for technical partnerships with Korean companies,” adding that he will visit Korea again at the end of the year for detailed discussions.