Customization refers to the practice of tailoring a product or experience to meet personal preferences, setting it apart from the mass-produced options available to the general public. While many automakers may not focus on this aspect, for Bentley, it’s an integral part of their offerings.
Bentley features a dedicated customization team known as Mulliner, which caters to those who desire more than what is available in their standard order catalogs or online configuration tools. Behind lavish doors (a fictional embellishment) and along a hallway accompanied by elegantly dressed staff (also imaginary), lies a unique service that allows customers to personalize their Bentleys extensively. There appear to be very few limits to what can be achieved. Recently, I had the opportunity to speak with Paul Williams, Bentley’s director of Mulliner and motorsports—affectionately referred to as The Guy With The Fun Job—to gain further insights.
A Rich History
The name “Mulliner” has historical significance; it dates back to the 1500s and was recognized as a saddlemaker in the 1700s, according to Williams. The company later transitioned to building horse-drawn carriages (hence the term “coachbuilder”) in the 1800s. The relationship between Mulliner and Bentley began in 1923—just four years after Bentley Motors was founded—when Mulliner constructed a Bentley 3 Litre.
“In those early days, automakers manufactured both the body and the engine, while coachbuilders were responsible for creating the coach section,” Williams explained. It wasn’t until 1959 that Bentley formally integrated Mulliner into the company as its in-house coachbuilder, relocating it to its headquarters in Crewe.
Today, the Mulliner name is synonymous with bespoke customization. The team handles everything from minor adjustments to complete restorations and fully coachbuilt vehicles. Currently, Mulliner is undertaking some of its most ambitious projects to date, including the 2021 Bentley Mulliner Bacalar and the Bentley Blower Continuation series, showcasing the pinnacle of Mulliner’s expertise.
A Unique Experience
For those who may have missed the opportunity to order highly limited edition models, there remains the option of a Mulliner personal commissioning process. Williams described this as “an entire additional realm of possibilities not feasible on the production line.” This entails extra artisanship, skilled craftspeople, and significant manual labor. Depending on the extent of the customer’s desires, this process can take anywhere from a few months to up to a year and a half. Remarkably, less than one percent of Bentley’s customers opt for this bespoke path, though interest is on the rise.
When it comes to boundaries, Williams stated, “the primary limit is what is legal.” For example, the team cannot place anything over the car’s airbags, as this could affect their performance in an accident.
“When we discuss customizing a vehicle, the extended timeline is partly due to involving engineers who must ensure safety and legal compliance, while also maintaining our high-quality standards,” Williams remarked. The company must operate within legal guidelines, but beyond that, “the possibilities are exceptionally vast,” he added. “The only drawback is that you need to exercise a bit of patience.”
Customers can explore Mulliner’s ideas catalog—likely a substantial, leather-bound book—but the final outcome hinges on their creativity. For instance, bespoke wood could take a few weeks to apply, but some clients may wish to collaborate with stylists and engineers to develop a unique color or stitching scheme.
When asked about the most extravagant customization he has encountered, Williams diplomatically replied, “It’s a matter of personal taste. We are here to fulfill dreams and desires, not to judge.” However, he did note a noticeable increase in intricate color choices. Traditionally, Bentley’s vehicles have had a more subdued palette compared to brands like Rolls-Royce, Aston Martin, or Lamborghini. However, as the age of Bentley customers decreases, there has been a surge in requests for bolder colors and striking combinations, often personalized with their names stitched into the upholstery.
One challenge the team confronts is the use of stone veneers, an option that hadn’t occurred to many. Although there isn’t a substantial demand, those who choose this feature appreciate its uniqueness. The veneer replaces the conventional wood veneer, requiring it to be strong, stable, and durable. Images of this option can be viewed in the accompanying gallery.
One of the most significant projects recently completed was the Mulsanne Grand Limousine. This exceptional set of five never-registered Mulsanne limousines were created for a client in the United Arab Emirates. The vehicles were constructed in 2015, delivered but never used.
Modifying the Grand Limousine involved extending the length of the base cars by a meter, which required a re-engineered chassis and suspension system, along with a higher roof to comfortably accommodate four spacious seats—two facing the front and two facing the back.
“Mulliner collaborated closely with engineers for that project,” Williams emphasized. “It was more than just an engineering or craftsmanship task.”
Commitment to Sustainability
As we approach the end of 2021 and sustainability becomes a pressing concern, it’s important to consider how Bentley sources its leather and wood. The company is exploring the possibility of replacing animal products with sustainable alternatives, focusing on the entire lifecycle of the materials used.
Williams used the example of wood: “We make a significant effort to source the woods we use sustainably.” He emphasized that Mulliner serves as a valuable testing ground for these initiatives, citing the Bacalar as an example, where sustainably sourced woods were utilized. The low-volume nature of the car allowed the company to implement these practices effectively.
Successes from Mulliner eventually influence other Bentley production models, like the wools and tweeds featured in the Flying Spur Hybrid Odyssean Edition. Williams noted that Bentley recently held a materials workshop to discuss future investigations into sustainable practices. A comprehensive lifecycle evaluation is necessary, considering the impact of production and eventual recycling of the vehicle.
While these initiatives may seem modest for now—given that only 12 Bacalars were produced—it’s encouraging to witness an esteemed luxury automotive brand navigating how to align modern luxury with the ongoing climate crisis. Ultimately, it’s not companies like Toyota or Honda that define luxury, but Bentley. Therefore, significant changes must start here.
And yes, I would absolutely consider incorporating stone veneer into my Bentley—it looks fantastic.
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