Bentley opens Crewe visitor centre for tours

Bentley’s CW1 House visitor centre in Crewe is now open to the public, offering tours that were previously limited to customers of the British luxury brand. The facility sits next to the Bentley factory and regularly rotates its display of modern and classic models. This opening is part of a broader commitment by the marque to make itself more accessible to a wider audience, moving beyond its traditional customer base.

As part of a broader push to make the marque more accessible, CW1 House will welcome visitors during business hours. Bentley is also introducing paid-for hosted tours that include access to some of its most significant heritage cars. These bookable experiences are designed to give enthusiasts a deeper look into the company’s history and its most prized automotive assets.

What the tours include

Each tour begins at the CW1 House visitor centre with a barista-made coffee, followed by a detailed introduction to the cars on display. Expert hosts guide groups of up to 12 enthusiasts, with plenty of time for questions about Bentley history and craftsmanship. The small group size is intended to allow for a more personal and interactive experience, where visitors can engage directly with the guides.

The centre holds more than just cars. Artefacts and memorabilia are on show, including trophies from the 24 Hours of Le Mans — a race Bentley last won outright in 2003. During the guided tour, visitors get exclusive access to Lineage, the facility that houses Bentley’s priceless heritage collection. That includes cars rarely seen in public, such as the pre-war Blower Bentley racing cars that dominated Le Mans in the 1920s. These vehicles are among the most significant in the marque’s history and are typically kept away from general view.

Wayne Bruce, Bentley’s director of visitor experience and heritage, said opening the doors to a wider audience marks an exciting new chapter. “CW1 House and Lineage have been created to offer a truly immersive experience of our brand, from our rich heritage to our vision for the future,” he said. “We are delighted to now welcome members of the public to Crewe, giving them the opportunity to explore our world of craftsmanship, innovation and luxury first-hand.”

Practical details and expansion plans

Guided tours are offered on selected weekdays and must be booked in advance. Tickets cost from £20 per person. The opening of CW1 House is only one part of Bentley’s broader plans to improve the visitor experience at its Crewe headquarters. Next steps include allowing access to the wider factory site and giving existing Bentley customers their own private space to use. These future developments indicate a phased approach to opening up the facility, with the public tours being the first stage.

For now, the £20 ticket and limited weekday schedule mean the experience isn’t exactly a drop-in affair. But for anyone willing to plan ahead, it offers a rare look inside one of Britain’s most secretive automakers. The combination of the heritage collection in Lineage and the rotating display of modern and classic models in CW1 House provides a full view of the brand’s evolution from its early racing days to its current luxury offerings.