Bentley Motors is now welcoming members of the public to its visitor experience centre, CW1 House, located next to the factory in Crewe where it’s free for everyone to sit in a Bentley. The front-of-house area, with its constantly-changing display of modern and recent heritage Bentleys, is open in business hours for anyone to access which also includes the Bentley Boutique where it’s possible to purchase items from the merchandise range. In addition, Bentley is now offering paid-for guided tours, facilitated by one of its trained customer hosts, of not just CW1 House but also the adjacent Lineage area which includes some of the most important cars in Bentley’s Heritage Collection dating from before 1945 and rarely seen in public.
Previously available only to Bentley customers, the new bookable experiences provide access for anyone to the Home of Bentley, offering enthusiasts the opportunity to immerse themselves in the brand’s heritage, craftsmanship and design innovation. After a barista coffee, an expert Bentley host guides groups of up to 12 around CW1 House providing detailed explanations of the many cars on display but also artefacts from Bentley’s history including trophies from its motorsport past.
The guided tour continues into Lineage, Bentley’s heritage exhibition, where guests are guided through a digitally immersive journey explaining the start of Bentley’s journey from 1919. The experience showcases a rotating display of famous heritage cars from Bentley’s history which compliments those of the modern era displayed in CW1 House. Here, every model from the range is represented and, depending on the day, possibly rare examples of coachbuilt Bentleys from Mulliner and the new Supersports, too.
Wayne Bruce, Director of Visitor Experience and Heritage, at Bentley Motors, said:
“Opening our doors to a wider audience marks an exciting new chapter for Bentley. CW1 House and Lineage have been created to offer a truly immersive experience of our brand, from our rich heritage to our vision for the future. We are delighted to now welcome members of the public to Crewe, giving them the opportunity to explore our world of craftsmanship, innovation and luxury first-hand.”
Tours will be available on selected weekdays and must be booked in advance. Pricing starts from $26 per person.
This new public offering marks a significant step in Bentley’s ongoing commitment to opening its doors to a wider audience, celebrating over a century of British luxury manufacturing while inspiring future generations of enthusiasts. The investment into CW1 House is just a small part of the significant development of Bentley’s historic home in Crewe. Customers have long been able to visit and returning visitors will notice the wide range of changes including new buildings onsite like the paintshop as well as The Mews, a private customer facility located near to the factory.
Although currently members of the public cannot access the main site, this is planned for the next phase of opening up Bentley in Crewe to the world.
For further information and booking details, please visit bentleymotors.com.
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