Bentley owners near San Francisco are part of a new pilot program that essentially brings the gas station to their car.
When you buy a car like a Bentley you expect your motoring life to somehow be, well, different. But how different is it when you’re standing in the rain filling up your gas tank, your new Bentley Arnage sitting alongside a rusted-out Chevy?
In an era when even econocars now offer upscale features like wood and leather trim, upscale manufacturers are looking for ways to differentiate their products. They talk about the luxury “experience,” and offer features like valet pickup-and-delivery when it comes time for service. But Bentley is taking the valet service experience to another level.
As part of a trial project in parts of California, Bentley owners won’t have to suffer the indignity of pumping their own petrol. Using a smartphone app, they’ll be able to schedule a fill-up at a convenient time and place. The pump, it seems, will come to them.
The project teams Bentley up with a new company called Filld, which is currently operating out of the Bay City – Silicon Valley region. Users access a smartphone app, tap in details about when and where they want to get a fill-up, and a delivery truck will be dispatched at the appropriate time.
“Customers don’t even need to unlock the fuel cap themselves,” a Bentley news release notes.
Bentley is partnering with Filld to fill up the cars of owners to save them time.
(Bentley debuts first diesel in Bentayga. Click Here for details.)
Gas prices are matched to the lowest local prices, according to Filld, which tacks on a modest, $3 service charge. That’s actually quite a bit less than what the few remaining full-service stations in California charge to pump gas for a customer.
“Filld and Bentley share a vision for leveraging powerful connected car technology – to one day eliminate the need for customers to refuel their cars themselves, removing inconvenience, and giving them more of their valuable time back,” explained Filld Cofounder and CTO Christopher Aubuchon.
The partnership is being described as a “collaborative trial.” And it’s limited in geographic scope, at least for now. Bentley alone couldn’t make-or-break Filld’s business model, so it remains to be seen if other automakers will sign on or if the start-up can generate enough demand on its own.
(Click Here for more about Bentley’s future portfolio plans.)
But what’s clear is that automakers, especially those in the luxury sector, are looking for ways to enhance the ownership experience and they are putting a premium on services that reduce the demand on an owner’s time – something that affluent motorists often find in particularly short supply.
For just $3, Bentley owners get their vehicles filled up as part of the maker's new service.
“Bentley ownership is about more than just the vehicle – it’s the entire luxury experience,” said the British marque’s Director of Product and Marketing Christophe Georges. “We are continuously investigating ways in which to offer our customers tailored, convenient, smart services that afford them the greatest luxury of all: more time.”
Bentley isn’t alone. Most luxury car brands are offering time-saving services. That’s especially true with new brands like Hyundai’s Genesis and for marques struggling to rebuild, such as Lincoln. Both have set up valet pick-up and delivery programs, for example.
(To see more about Bentley, Click Here.)
Adding new services has become even easier in the smartphone era, with new apps allowing for instant access to service bay calendars, or to schedule a fuel delivery.