Maison Bentley: Modernizing Performance and Proximity to Customers

Maison Bentley has always married performance and proximity to its customers and fans. So how is the brand modernizing today? Discussions with Amel Boubaaya, marketing and communication manager for Bentley Motors Europe.

Early years marked by motor racing.

The values ​​of daily well-being and comfort are part of the DNA of the House of Bentley, founded in London in 1919, as are those of performance and community ties: “Indeed, since its creation, the brand has been able to create a real enthusiasm among the ‘Bentley Boys & Girls'”, confirms Amel Boubaaya, marketing and communication manager for Bentley Motors Europe. This enthusiasm can be explained in particular by fine performances in motor racing, including first place in the 24h du Mans during the 2nd edition in 1924.

The 1950s: a turning point towards greater daily proximity.

The first breakthrough innovation came in the 1950s, with the launch of the model R Type, 4-seater, more plush and comfortable, which brings the brand into everyday life, with a vehicle designed for daily journeys. The second disruptive time comes around the 2000s with the takeover of the brand by Volkswagen in 1998 which will lead, a few years later, to the launch of the “Grand Touring (GT) Continental”, a versatile model, compatible both for competition and road driving: “This model revolutionized the range of cars marketed by Bentley. It still represents 44% of sales in Europe today. continues Amel Boubaaya.

Since 2020, the Beyond100 plan.

The brand celebrated its centenary 3 years ago with the ambition of becoming the leader in the luxury segment on sustainable mobility: “This involves a major internal transformation, both economic, ecological and social, to be in a real process of sustainable progress over the next hundred years, and not surf on green washing!”, explains Bentley’s marketing and communications manager.

This is already reflected in tangible changes on the engine side: last year of production of the W12 and evolution of models with hybrid systems: “Upgrading the engines is a major project that requires reviewing the entire production chain”, specifies this.

With the next big disruptive innovation slated for 2026 with the release of a 100% electric model : “The objective then being to be able to release a new model each year or an existing model revisited in an electric version”, Amel Boubaaya tells us.

Bentley, a brand that invites itself into the home.

Finally, it is clear that over the years, the House of Bentley has developed a collection “Bentley Home” more and more substantial: plaids, cups, armchairs… where we find emblematic stylistic elements of the brand’s motor cars, such as tweed finishes, the use of wood, etc. : “We are looking for a natural transition between the passion for cars and the more lifestyle aspect”, abounds Amel Boubaaya. The House thus mobilizes the same craftsmen and their traditional know-how.