It’s hard to imagine getting tired of a Bentley, but that is one of the scenarios presented by the manufacturer for its new Bentley on demand service. As the name suggests, it provides members with a Bentley at the time and place of their choosing, even if it’s just because the old Mulsanne doesn’t feel posh enough for you to face a Tuesday after a long weekend. Think of it as a rental car program that’s exclusive to Bentley owners.


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To access this motorized concierge service, Bentley owners download the Bentley Network app and validate their account. Once in the system, users can then browse and reserve a range of Bentley models, which will be delivered to a location of the customer’s choosing. Per the manufacturer, a “courteous reminder” will be sent an hour prior to the reservation time, at which point the concierge will both deliver the car and brief the customer on the vehicle’s features. When the reservation is over, Bentley emphasizes the same concierge will greet the customer at the destination to pick up the car. Neat.

Presumably, that means the service isn’t valid for one-way trips. That’s understandable since most rental car reservations are round-trip affairs, and anyone who frequently travels is painfully aware of the long lines that are common at rental kiosks, especially at major metropolitan airports. Some rental agencies offer various upgrade programs that bypass the lines, for a fee of course. In many ways this service from Bentley is no different, save for the car and door-to-door service of course. And though costs aren't mentioned by Bentley, we suspect such service costs more than your typical gold-to-platinum X-brand rental membership upgrade.

For the time being, however, Bentley owners who fancy a new ride will have very limited options. The manufacturer is rolling out its on demand program in only three cities – New York, Los Angeles, and Dallas – and it’s only planned to run through the summer.

Source: Bentley


Gallery: Bentley On Demand Concierge Service

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  • New concierge service trial offers owners their choice of Bentley,
    in luxury connected-mobility application

  • Exclusively available to Bentley owners, via the Bentley Network app

  • Owners choose from an exclusive Bentley on demand fleet with
    concierge delivery


(Crewe, 25 May 2017) Bentley is today announcing the trial of Bentley on demand – an innovative new luxury connected-mobility service designed to provide customers with a luxury mobility solution wherever they may be.

As the next step in the company’s luxury mobility strategy, Bentley on demand enables customers to avoid the inconvenience and disruption of traditional rental car services.

This announcement comes just six months after the company’s successful trial with Filld, a mobile-app-based fuel-delivery service which affords owners the ultimate time-saving luxury of never having to search for or stop at a fuel station again.

Bentley on demand has been created to meet the expectations of owners who wish to drive a Bentley while travelling, or who desire a different Bentley for special occasions. Whether it is a Bentayga SUV for family adventures, or a Mulsanne Speed for luxurious dynamic drives, Bentley on demand offers the car to suit the customer’s requirements, providing a bespoke, connected, door-to-door service of the highest quality.

An Exclusive Service for Bentley Network App Members

Bentley on demand is now available to existing Bentley owners as a concierge service via the Bentley Network app. Members simply download the app, validate their account, and choose a suitable Bentley from the extensive luxury fleet available.

Following a confirmation, a courteous reminder of the reservation will be sent an hour before delivery, and the member will receive another message to inform them of the concierge’s arrival with the car. The service is designed to ensure seamless delivery of the car to a convenient location, and minimal disruption to the Bentley Network member.

As part of the service, upon delivery the concierge will explain and demonstrate the car’s features. When the reservation has ended, the same Bentley concierge will meet the customer at their preferred location to collect the car.

In addition to the luxury and high performance that every Bentley owners expects, Bentley on demand offers its members a personalised, convenient and memorable experience.

An Invitation to Trial the Latest Bentley Luxury Service

Bentley Network Members are invited to experience Bentley on demand via the exclusive Network app. The new service will be trialed in Los Angeles, New York and Dallas throughout the summer.