Pride in high-quality craftsmanship

A marriage of creativity and responsibility: premium products crafted by hand using a large proportion of natural high-grade materials, and complemented by a combination of experience and superior technical knowledge together with a corporate culture that centers on people. Bentley Motors in the UK is a prime example of this.

Have you ever been to Crewe? If you haven’t, it’s well worth a visit. Not far from Crewe – a pretty town in the north west of England, some 45 kilometers from the industrial city of Manchester – is where you will find the epitome of time-honored automotive craftsmanship: the Bentley plant. Indeed, the name Bentley alone is enough to set many a pulse racing – even among people without petrol in their blood.

The “Bentley” name is associated with both a legendary past and an equally rosy future: the Roaring Twenties of the last century, when the triumphant victories of the daring “Bentley Boys” at Le Mans became the stuff of legend; the royal connection with Rolls-Royce since the 1930s; and, of course, the Volkswagen Group, which has continued this proud legacy of tradition and technology for the past ten years.

Purring gently, the Continental Flying Spur – a saloon with the power of 560 horses – glides along the narrow country roads from Manchester Airport to Crewe. The passenger, invigorated by a built-in back massage summoned at the touch of a button, senses that this kind of travel is in a class of its own. The interior of a Bentley, individually designed using natural wood and leather, and its engine, chassis and bodywork are all produced in a carefully monitored chain of processes combining exceptional craft skills and technological expertise. “37 hours of work go into the seams in the back of a seat”, one employee who has been in Crewe for five years proudly reports. She and another colleague were trained for months in preparation for this demanding work.

“Bentley stands for an enterprise that combines passion with a willingness to take risks.” RICHARD CHARLESWORTH, HEAD OF VIP AND ROYAL RELATIONS

EACH PART OF A BENTLEY IS CREATED WITH METICULOUS CRAFTSMANSHIP

That is what is exceptional about this plant: people working together in groups, constantly pooling their experience to perfect the handcrafted interior – for example the leather-covered steering wheel or the wood-paneled consoles. “What is special about Bentley is the working atmosphere”, says Dave Maddock, woodwork team leader. He has been with Bentley for over 30 years – the rule rather than the exception here. It is also quite common for employees to change their field of specialization. Before Maddock discovered his penchant for wood, he installed crankshafts in the cars. “Managers work very closely together with employees”, he stresses, “which is very motivating”. This view is also shared by the younger employees, whose training and development is a top priority for Bentley. “We are given constant guidance and assistance, and the main focus is on accumulating experience in a variety of challenging activities”, says David Irving, a budding engineer who is highly enthusiastic about Bentley’s engine technology.

In this company, the luxury product does not conflict with the need for responsibility and sustainability. Wherever natural substances are used in the production process, care is taken to ensure a closed ecological cycle: raw materials are sourced from certified suppliers, and wood and leather residue is recycled. In order to protect tree species, walnut and olive wood are now used instead of mahogany. For this traditionally-minded automobile manufacturer, however, responsibility extends far beyond the production process.

“We build exceptional automobiles for people who are exceptional in a way that benefits many others”, is how Richard Charlesworth explains the Bentley philosophy. Among his clientele are the British Royal Family and VIPs all over the world. “Our brand”, continues Charlesworth, “stands for an enterprise that combines passion with a willingness to take risks. This creativity has a knock-on effect, leading to jobs and prosperity.” Successful people also tend to have a desire to be role models and to undertake charity work. Bentley Motors, stresses Charlesworth, lends its support to charity events and is involved in Aids benefit galas and helping children from disadvantaged backgrounds.

FATHERS AND GRANDMOTHERS ALREADY WORKED FOR BENTLEY

THE IN-DEPTH INDIVIDUAL TRAINING given to young employees such as Laura Lomas and David Irving is a long-standing tradition at Bentley. This guarantees the outstanding quality required by a time-honored brand that is intent on retaining its exclusivity.

In the spotless plant near Crewe, the focus is also firmly on people. Only six robots are involved in the manufacturing process, which is otherwise left in the skilled hands of the 4,000-strong workforce. Many have worked for decades at Bentley, and many others are second- or third-generation employees. The record-holder is Dave Preece, who has 47 years of service under his belt. When he enthuses about building a Bentley to meet the special wishes of the Queen of England, it becomes clear that not just cars are built in Crewe, but unique specimens that are of great sentimental value to their owners. This explains why “proud” is a word that is often used by Bentley employees. Pride in a work culture that views individuality as more than a frivolous luxury, but rather as a constant challenge to meet an exclusive clientele’s need for uniqueness, while maintaining a responsible attitude towards the world’s natural resources.

For this reason, Bentleys are only ever built to order. Some 10,000 models from the Arnage and Continental series were delivered last year – naturally, in closed transport containers: handcrafted in Crewe.