Bentley Motors has unveiled a new public-facing visitor experience in Crewe, opening its CW1 House and Lineage exhibition to the general public for the first time. The initiative marks a significant step in the brand’s commitment to engaging with a broader audience, providing immersive insights into its heritage, craftsmanship, and design innovation.
The visitor centre, located near the factory, features a front-of-house area showcasing modern and recent heritage Bentleys, alongside the Bentley Boutique, where enthusiasts can purchase merchandise. For the first time, guests can book paid-for guided tours of both CW1 House and the adjacent Lineage exhibition, which houses Bentley’s historic collection, including rare examples from its 1945-era Heritage Collection.
CW1 House is designed to offer a hands-on experience, with trained customer hosts leading groups of up to 12 through the space. The tour includes detailed explanations of the cars on display, as well as artifacts from Bentley’s motorsport history, such as trophies from its racing past. The Bentley Boutique allows visitors to explore the brand’s merchandise range, while the Lineage exhibition provides a digitally immersive journey through Bentley’s origins, starting in 1919.
The director of visitor experience and heritage, Wayne Bruce, emphasized the significance of this move: “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.” The tours are available on selected weekdays and require advance booking, with entry priced at £20 per person.
The visitor centre’s expansion includes new facilities such as the paintshop and The Mews, a private customer facility near the factory. While public access to the main site is currently restricted, plans are in place for future phases of opening up Crewe to the world. This development aligns with Bentley’s ongoing efforts to celebrate over a century of British luxury manufacturing while inspiring new generations of enthusiasts.
The initiative reflects Bentley’s strategic focus on accessibility and education. By offering guided tours and interactive displays, the brand aims to demystify its history and showcase the technical expertise behind its vehicles. The Lineage exhibition, in particular, highlights the evolution of Bentley’s design philosophy, from early 20th-century innovations to modern engineering advancements.
The new visitor experience also underscores the importance of heritage in Bentley’s identity. While the brand has long been associated with luxury and performance, this project emphasizes its roots in British craftsmanship. The tours provide a unique opportunity for guests to connect with the brand’s legacy, fostering a deeper appreciation for its engineering prowess and artistic vision.
Bentley’s decision to expand its visitor centre reflects broader trends in the automotive industry, where brands are increasingly prioritizing engagement and education. As the partnership with Mistral AI continues to advance crash simulation technologies, Bentley is also investing in tools that enhance safety and innovation. This dual focus on heritage and cutting-edge development positions the brand as a leader in both tradition and progress.
The visitor centre’s opening represents a pivotal moment for Bentley, offering enthusiasts and curious visitors alike a chance to experience the brand firsthand. By combining historical storytelling with modern technology, Bentley is not only celebrating its legacy but also setting the stage for future innovations that will continue to define its identity in the automotive world.
Source: Bentley
