Bentley is rewriting its playbook.
Most century-old luxury brands have had their highs and lows. Bentley is no different. Once troubled, it’s now one of the most profitable marques inside the Volkswagen Group. But markets shift. Luxury is being redefined — especially in Asia. It’s no longer just about heritage or horsepower; it’s about relevance, resonance, and refinement.
Enter Frank-Steffen Walliser — Porsche engineer, performance strategist, and now the man quietly steering Bentley into its next era. He doesn’t talk in slogans. He talks about product integrity: “Luxury customers don’t follow trends. They expect function and timelessness.”
You can already see the reset:
- The 2030 all-EV plan is paused, with plug-in hybrids taking the lead to match tech readiness and regional realities.
- Tech should serve luxury, not exist for its own sake.
- Substance over branding — the emotional feel of the drive still matters most.
- Active Posture turns seats into genuine wellbeing tools, not party tricks.
- A more compact Luxury Urban SUV is on the way — engineered for emerging Asian city needs.
This is a product strategy tuned to how and where luxury is lived in 2025: less excess, more intention.
At Auto Shanghai 2025, Bentley revealed the Continental GT Speed and Flying Spur Speed — V8 hybrids paired with wellness-focused Azure editions. The message to China was deliberate: performance and sustainability can coexist without compromise.
Another regional signal: Bentley delivered the world’s largest bespoke fleet of Flying Spur Mulliner hybrids to Galaxy Macau — handcrafted emblems, tailored stitching, and hybrid power where sustainability meets ultra-luxury hospitality.
And while the brand’s roots are in performance, its design philosophy is now a lifestyle. At Milan Design Week 2025, Bentley Home marked 12 years of translating Crewe craftsmanship into contemporary living — with flagship retail spaces in Xi’An, Nanjing, and Shanghai. In Asia, Bentley isn’t just a car; it’s a statement of life well designed.
Bentley isn’t chasing hype. It’s adjusting course with humility, craftsmanship, and a clear read on what Asian customers expect today: quiet confidence, modern design, and emotional performance — technology that disappears into the experience.
Relevance in luxury now belongs to brands that align engineering, aesthetics, and lived context. Bentley’s reset shows how to evolve without losing the soul.
