Bentley to preserve core identity as industry shifts toward electrification
As the global automotive industry transitions toward electrification, Bentley is taking a measured approach to ensure its brand identity remains intact while adapting to evolving market conditions.
Kim Airey, managing director of Bentley Motors for the Chinese mainland, Hong Kong and Macao, said the ultra-luxury segment in China has experienced a cyclical slowdown, but emphasized that the brand's positioning and customer base remain resilient.
"The market has gotten smaller. It's not news. Cycles come and go," Airey said in an interview, adding that Bentley expects demand to recover over time.
Airey said the ultra-luxury market in China is becoming increasingly fragmented, with clearer differences emerging in customer preferences and usage patterns.
He observed that the Flying Spur, traditionally associated with business-oriented, chauffeur-driven use, has seen relatively softer demand. Meanwhile, SUVs continue to perform strongly and two-door grand tourers have shown greater resilience.
At the same time, he highlighted a growing demand for personalization and more diverse configurations, reflecting what he described as a more nuanced luxury landscape.
Bentley's customer profile in China is also evolving, with the average age now below 40, making it the youngest Bentley customer base globally, Airey said.
He added that this change is reflected in more expressive ownership behavior, including greater attention to vehicle specification, design details and personal involvement in maintenance. "And that's what the new Flying Spur S derivative is about," he said.
On electrification, Airey drew a distinction between mass-market adoption and ultra-luxury demand. He said that Bentley customers are not currently seeking fully electric models as replacements for internal combustion vehicles.
"I disagree that China has a big demand for electrification in our ultra-luxury market," he said. "Most of our customers own a new energy car … but do they want that to replace their Bentley? I don't think so."
Bentley has adjusted its electrification strategy under its "Beyond100+" plan, slowing the transition to full battery-electric vehicles while continuing to focus on internal combustion engines and performance hybrid technologies in the medium term.
The company is preparing to introduce an electric SUV, which Airey described as a step toward expanding the brand's customer base rather than replacing existing products.
Airey said the forthcoming electric model is intended to attract new customers into the Bentley brand ecosystem, particularly in a market where electrification infrastructure and adoption are well developed.
"The most important purpose …is to expand the customer base and reach out to new customers," he said, while noting that volume in the ultra-luxury EV segment will remain limited.
He added that the product has received positive feedback in China, suggesting potential demand within its niche positioning.
When asked about how Bentley will keep its luxury positioning in the age of electrification, Airey argued that brand value is shaped by emotional experience, craftsmanship and exclusivity rather than drivetrain type.
"There's an assumption … that electric is not luxury. And I disagree with the assumption," he said, adding that Bentley's goal is to ensure its brand personality is not defined solely by its historic association with combustion engines.
Meanwhile, he said that luxury does not operate on urgency. He said Chinese NEV carmakers have been ferocious with acceleration, software and fancy features.
"Take a breath. Luxury wasn't made in a week or two weeks. You know you need to have a degree of exclusivity, a degree of history, a degree of expertise, which commands a premium price," said Airey.
Looking ahead, Airey said Bentley will continue to adjust its product strategy in line with market conditions, balancing technological development with brand continuity. "We'll be as slow as is necessary, and as fast as is possible," he said.
