Bentley says its first electric vehicle (EV), set to be unveiled in November this year ahead of a 2026 launch, will attract a range of new customers to the brand.
Speaking to CarExpert, Bentley head of product communications Mike Sayer shed light on the company’s EV strategy and positioning.
“I think the beauty of the way we are going about our strategy is we have a hybrid car here that has all the characteristics of a non-hybrid car with the benefits of a hybrid system, so that will appeal to a very broad spectrum of people,” Mr Sayer said, referring to the brand’s plug-in hybrid (PHEV) models.
“So the question you have to ask is not do we have EV customers now or are existing Bentley customers ready to move into an EV, but in two to three years time when our EV goes on sale, what does the market look like then? Both in terms of loyal customers and new customers to the brand, who our research shows want to come and experience a Bentley if it’s a more forward-thinking product.”
Bentley has been keeping a close eye on the Rolls-Royce Spectre, which was the first ultra-luxury EV to hit the market.
Despite slow sales and lower-than-expected demand, Bentley’s competitor seems adamant it will continue its electrification journey.
This view isn’t shared as much by Bentley, which intends to continue to sell its V8 hybrid vehicles for the foreseeable future while it begins a slow migration to EVs. Earlier this year, it revised its target for an EV-only lineup from 2030 to 2033.
“The problem is twofold, it’s not just how we engineer the car and afford the development, but how we take the customers on the journey as well,” said Mr Sayer.
“Whatever the first EV is, it has to be an outstanding Bentley first and then it just happens to be an EV and that’s the challenge that we are engineering our way through at the moment.”
Bentley’s first EV won’t replace any existing model, and will instead be an entirely new offering for the brand.
Mr Sayer says that given Bentley’s rich history and brand credentials in the luxury segment, the migration to EVs will be less impactful than some other more performance-oriented manufacturers.
“EV [powertrain] suits the car beautifully. Silence, instant torque and a smooth powertrain, that’s what we have strived for, for over a 100 years,” he said.
“For us, the iconic part of our powertrain has always been about instant torque and not cylinder count, it’s about how the engine feels and how effortless the car is to drive, so as long as we engineer that into whatever the first EV is going to be, it’s going to be a winner.
“And if you talk about other attributes that make a Bentley a Bentley, you are talking about authenticity of materials, craftsmanship and design and there is nothing standing in the way of all three of those things being applied to a car regardless of powertrain.”
While it doesn’t yet offer an EV, Bentley has been rolling out a new V8 plug-in hybrid powertrain across its range, which it shares with Porsche. It has also ditched its diesel and iconic W12 powertrains.
