Rolls-Royce and Bentley – New Showrooms, Same Old Story – Why Are Women Still Overlooked?
When Rolls-Royce and Bentley recently unveiled their new showrooms in Manchester and Chester, I was intrigued. As a luxury car reviewer for over a decade, I’ve experienced firsthand how these brands create opulent spaces to reflect their heritage. The new showrooms are no exception—sleek, modern, and designed to captivate. But as I walked through these beautifully curated environments, a familiar thought nagged at me:
Where do women fit into this picture?
This Rolls Royce was bought and commissioned by a woman.
A Curated Experience: Luxury on Display
Both Rolls-Royce and Bentley pride themselves on offering more than just a car sale—they curate an experience. Stepping into these showrooms is like entering a world where luxury seeps into every detail. Polished floors reflect the gleaming paint of bespoke vehicles. Leather seating areas beckon you to pause, sip champagne, and imagine yourself behind the wheel. The lighting? Impeccable. The ambience? Undeniably premium.
But behind the leather and lacquer, I can’t help but notice a recurring issue: the lack of consideration for female clients.
The Problem: Luxury Not Tailored for Women
Let’s be real. Rolls-Royce and Bentley are undoubtedly luxury icons, and I appreciate their dedication to craftsmanship. Yet, despite their claims of a bespoke approach, they seem to forget that women are a growing demographic of luxury car buyers.
It’s not just about the buying process; it’s about how the cars are engineered too. From the get-go, the experience feels tailored for a predominantly male clientele. Sales pitches often focus on horsepower, torque, and V12 engines—great for enthusiasts, but where’s the mention of day-to-day usability, comfort for long drives, or simple conveniences that matter to women drivers?
The Buying Experience: Beyond Just Visuals
When it comes to making that purchase, women don’t just want to see a car on a polished pedestal. They want to feel, touch, and truly understand how that car fits into their lives. It’s not just about a digital configurator or glossy brochures. Women need a tactile experience. Imagine if Rolls-Royce and Bentley showcased miniature model mock-ups of their cars, similar to Mattel models, that women could physically interact with—exploring how the car doors open, how the seats adjust, or even how the trunk space could accommodate their lifestyle.
Seeing is one thing, but touching and testing is another. Women often make decisions based on tactile engagement. Feeling the leather, testing the door weight, and examining storage compartments up close make the experience far more impactful. It’s not just about aesthetics; it’s about the feel of luxury.
Buying Process: A One-Size-Fits-Men Approach
Even in these state-of-the-art showrooms, the experience feels oddly impersonal. I’ve noticed that when women walk in, sales representatives still tend to focus on features that resonate more with male buyers. They talk about power and performance rather than usability and comfort. Where’s the emphasis on practicality—like ergonomic seating designed specifically for petite frames or intuitive tech features that are user-friendly rather than overwhelming?
Moreover, why aren’t there more personalized, hands-on demonstrations? Instead of just pointing to the car, why not let women experience how easily the door opens, how comfortable the driver’s seat feels, or how practical the storage space is for everyday use? Having scale models or interactive displays could make all the difference.
Engineering Flaws: Ignoring Practicality
It’s not just the showroom that needs a rethink. Even the cars themselves, for all their craftsmanship, often overlook practicality for women. Many luxury cars still come with heavy doors, high sills, and seating positions that are less than ideal for shorter drivers. I’ve reviewed Rolls-Royce and Bentley models where the door handles were too high, and the steering column adjustments were either too limited or too stiff to manage comfortably.
You would think that with all the customization these brands offer, they would make space for ergonomic designs specifically for women. I’ve said it before, and I’ll say it again: luxury should be functional, not just visually stunning.
Why Physical Interaction Matters
Women are tactile decision-makers. When purchasing a high-end car, they want to experience how it fits their lives beyond the showroom shine. Imagine walking into a Bentley showroom and being able to interact with a scaled-down, detailed model of the exact car configuration you’re considering. You could examine how your handbag fits into the center console or how the door opens in a tight parking space.
This approach would not only make the process more inclusive but would also showcase that these brands understand their clientele. It’s not enough to offer bespoke interiors; the buying process itself needs to be bespoke.
The Opportunity: Make Luxury Inclusive
It’s time brands like Rolls-Royce and Bentley catch up with the times. Women are not just passengers—they’re buyers, drivers, and passionate car enthusiasts. The new showrooms are a perfect opportunity to rethink how these brands cater to their clients. Imagine a showroom space that doesn’t just showcase power but celebrates comfort, elegance, and practical luxury—for everyone.
And it’s not just about the car; it’s about the buying experience. Women want to feel understood, valued, and included when investing in a luxury car. It’s not about making cars specifically for women but about acknowledging that they are equal participants in the luxury car market.
Final Thoughts: Don’t Just Build Cars Build Experiences for Everyone
Rolls-Royce and Bentley have long prided themselves on being houses of luxury, not mere car manufacturers. But to truly live up to that title, they need to acknowledge that luxury is not a one-size-fits-all concept. The new showrooms in Manchester and Chester are impressive—but they’re still missing the mark when it comes to understanding the needs of women buyers.
Let’s see some forward-thinking changes: ergonomic designs, interactive model displays, inclusive marketing strategies, and dealership experiences that truly consider women. Until then, the luxury car experience remains incomplete.
