Bentley Unveils Mulsanne Executive Office Pack in Paris
Bentley introduced a £25,000 Executive Office specification for the Mulsanne at the Paris Motor Show, targeting buyers who want luxury and productivity on the move.
At the 2012 Paris Motor Show, Bentley introduced a new Executive Office Pack for its flagship long-wheelbase Mulsanne saloon, targeting business professionals who require a productive environment on the move. This factory-fitted option transformed the rear cabin into a high-tech workspace, enabling owners to conduct business seamlessly while travelling in comfort and style.
Bentley’s Mobile Office: A New Standard in Executive Travel
Features of the Executive Office Pack
The Executive Office Pack was designed to bring workplace connectivity and convenience to the luxury car segment. For an additional £25,000 (including VAT), buyers received a suite of integrated technology and bespoke features. The package included:
- Twin Apple iPads incorporated into the rear seat entertainment system, allowing for productivity and communication on the go
- Two deployable mini-desks, providing stable surfaces for working on documents or digital devices
- A mobile WiFi hotspot, giving passengers internet access while travelling
- An optional home entertainment system with drop-down screens for watching films or news
These features were seamlessly integrated into the Mulsanne’s luxurious interior, ensuring that the rear cabin could function as both a mobile office during the week and a comfortable lounge for family use on weekends. The flexibility and attention to detail reflected Bentley’s understanding of its clientele’s needs, particularly those who are frequently chauffeured between appointments.
Pricing and Personalisation
The base price of the long-wheelbase Mulsanne in 2012 started at £225,900. Adding the Executive Office Pack and other customisation options could raise the total price of a fully equipped Mulsanne Executive to over £291,000. Bentley’s bespoke approach allowed customers to tailor their vehicles to their specific requirements, further enhancing the exclusivity of the brand.
Market Demand and Sales Performance
The introduction of the Executive Office Pack came at a time when demand for high-end, chauffeur-driven saloons was particularly strong in key markets such as the United States and China. Despite a challenging global economy in 2012, Bentley reported a sales increase of nearly 32% in the first half of the year, delivering almost 4,000 vehicles. This growth highlighted the continued appetite for luxury vehicles that offer both comfort and advanced technology.
The Crewe factory, where the Mulsanne was produced, employed around 4,000 people at the time. In addition to expanding its saloon offerings, Bentley was also awaiting approval for production of a new SUV, following a concept debut at the Geneva Motor Show earlier that year. The SUV project represented another step in Bentley’s strategy to broaden its appeal and product range.
Position Among Competitors
With the Executive Office Pack, Bentley positioned the Mulsanne as a direct competitor to other ultra-luxury brands such as Rolls-Royce and Maybach, both of which offered similarly equipped models aimed at business leaders and high-net-worth individuals. The focus on productivity and in-car connectivity addressed a growing trend among luxury car buyers, particularly in regions where being driven is the norm and the journey itself is an extension of the working day.
Bentley’s Strategy and Customer Focus
Bentley’s decision to offer the Executive Office Pack reflected a broader strategy of providing bespoke solutions that cater to the lifestyles of its customers. By enabling owners to remain connected and productive while travelling, Bentley reinforced its reputation for innovation and customer-centric design. The availability of both office and entertainment features also meant that the Mulsanne could easily transition from a weekday business tool to a weekend family car, enhancing its versatility and appeal.
Summary of the Mulsanne Executive Office Pack
| Feature | Details |
|---|---|
| Base Vehicle | Bentley Mulsanne long-wheelbase |
| Base Price | £225,900 |
| Executive Office Pack Price | ~£25,000 (including VAT) |
| Total with Options | Over £291,000 |
| Key Office Features | Twin iPads, two mini-desks, mobile WiFi |
| Optional Entertainment | Drop-down screens, home entertainment system |
