There was a time when most Bentley owners were chauffeured in their cars like the Mulsanne Extended Wheelbase, and those drivers handled mundane chores like refueling the stately, but thirsty, English luxury chariots. And drive-it-yourself owners (those who don't live in full-service-only states New Jersey and Oregon) could just lower their driver's window a fraction at the gas station and instruct the pump jockey to "fill 'er up."
But in today's drive-it-yourself, fuel-it-yourself world, driving a car, even a prestigious car as absurdly sumptuous as a Bentley, can feel distressingly prosaic. Bentley owners must fight the rush-hour crowd at the gas pumps, key identifying information in to the pump to pay for the fuel, and stand around in inclement weather and wait for the tank to fill. Once a week, Bentley owners are subjected to the same tedious chore as every subcompact owner.
Bentley feels their pain, and in a bid to ensure that every aspect of owning a Bentley is positive, the company wants to eliminate pain points like refueling for customers. Using a new mobile app called "Filld," California Bentley customers can now use a mobile app for a test program that will dispatch a fuel truck to refill their car for them.
“Bentley ownership is about more than just the vehicle – it’s the entire luxury experience," explained Christophe Georges, Bentley's marketing director. "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."
Back in the days of full-service stations, attendants were also required to wash windshields and offer to check the oil level and tire pressures. Bentley's Filld refuellers will need to provide that same level of white glove service. Teenage pump jockeys failing to do so in the old days were in for a good reaming from the station owner, and today's Bentley owners surely expect at least as much.
Bentley hasn't announced a timetable for a nationwide rollout of Filld.