The boss of Bentley recently spoke to give us some information on his strategy for the future.
Having recently arrived, Bentley’s new CEO, Frank-Steffen Walliser, takes the reins with a clear vision for the future of the British brand: a future centered on electrification but also on strengthening the unique identity of the British brand, which succeeds Adrian Hallmarkintends to continue efforts to make the company self-sufficient while integrating cutting-edge technologies. His ambition? Leading the manufacturer towards a range of fully electric models that will retain the brand’s DNA while offering a new dose of excitement.
Making Bentley a more exciting brand
In this transition, Walliser sees opportunities to create “more extreme” vehicles, which, while remaining true to the brand’s values, will introduce more dynamic elements. However, he is aware of the risks of compromising the essence of the latter by trying to make your models more dynamic and radicals. “It’s about understanding the brand, the cars and the customers,” explains the businessman. “In my opinion, nothing should be sacrificed to make certain Bentley models sportier. Their blend of qualities is strong and unique, and we must maintain it. » This challenge of combining Bentley’s timeless elegance with increased performance is not just about integrating electric motors. According to the CEO, the development of new technologies and electrification offer opportunities to reinvent vehicles while respecting the expectations of the brand’s customers. Bentley, renowned for its refinement and luxury, must indeed ensure that its electric models retain this cachet which makes the brand unique.
Electrification at the heart of concerns
Electrification is a sensitive subject for Walliser, especially as Bentley’s first electric car has been delayed until 2026, due to a slowdown in demand for electric vehicles. Planned as a large sedan the size of the Porsche Taycan, it will have a design prioritizing aerodynamics to optimize its autonomy and performance. Bentley will begin prototype testing in the coming weeks, and the new leader remains confident in his team’s ability to maintain the Bentley driving experience, while adapting it to the specifics of electric. Walliser believes the electric vehicle industry is nearing the end of a first major phase of development. Currently, the challenges focus on improving batteries and optimizing range. Bentley, with the introduction of its first electric model planned for 2027, will then enter a “second phase” of development. In this phase, according to the director, the batteries will be larger and will offer increased autonomy, making the electric driving experience smoother and reducing anxiety clients facing autonomy.
Walliser also projects a “third phase” for the years 2035, when battery technologies and charging infrastructure are expected to reach a level of maturity. With advances in battery chemistry, he is considering even more efficient models, benefiting from better energy densities and faster recharges.
Source: www.autoplus.fr
