Bentley details strategic adaptations from its Crewe headquarters
Bentley has revealed several new insights into its plans from its Crewe, England headquarters, five years after first announcing the Beyond100+ strategy — a roadmap to exclusively producing electric vehicles (EVs). The luxury automaker initially planned to finalize this transition by 2030 but later shifted to a tentative 2035 date. This change stems from industry changes, including but not limited to customer powertrain demand and U.S. tariffs. Keep reading for a closer look at what lies ahead for Bentley and how the company is adapting to recent market volatility.
Adjustments to the Beyond100+ timeline
Bentley’s new CEO, Dr. Frank-Steffen Walliser, noted that while Bentley is considering going fully electric in 2035, legislation and customer demand will primarily determine whether the brand finalizes this change. Moving forward, the Bentley CEO confirmed that drivers can expect at least one new model every year and that the manufacturer is on track to develop its first battery-electric vehicle (BEV), which will be revealed toward the end of 2026. Additionally, Dr. Frank-Steffen Walliser said that more Bentley plug-in hybrids will emerge over the next decade, and that customer demand for this powertrain has been high. Bentley will also release new pure internal combustion engine (ICE) variants during the next ten years.
U.S. tariffs aren’t Bentley’s only international challenge
Dr. Walliser explained how Bentley is facing “ongoing difficult market conditions” in China, and that the country’s luxury market segment has declined by around 50%. Still, Bentley’s CEO said that the company’s sales are stable and on the same level as last year, allowing the brand to “partly compensate,” and that the automaker’s position in China remains strong since one out of every two luxury cars sold in the country — in its respective segment — is a Bentley.
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What makes Bentley’s upcoming EV and urban SUV?
Bentley’s Head of Research and Development, Dr. Matthias Rabe, described why the brand’s debut EV should be classified as an urban SUV by saying, “Our first electric Bentley is a little bit more compact. It’s just shy of five meters (16.4 ft).” Dr. Rabe added that the Bentley EV will be lower than the Bentayga and, due to its compactness, will have a “very good” turning radius and be highly agile. Additionally, its urban designation relates to rapid charging that supports long-distance highway travel. Batteries for the first Bentley EV will be shared from a Volkswagen Group source, and battery assembly will occur in Europe.
Andreas Lehe, a member of Bentley’s Board for Manufacturing, added that, like a Swiss luxury watch coming out of Switzerland, a luxury British vehicle like Bentley will continue its final assembly in England.
Don’t expect a Mulsanne renaissance anytime soon
Dr. Rabe is confident that there will always be a large Bentley available, but he expects the brand’s Flying Spur to fill this slot for the foreseeable future. He justified Bentley’s position on not reviving the Mulsanne by saying that the flagship Flying Spur offers more comfort.
Final thoughts
Several luxury brands have experienced sales declines in the U.K. this year, but Bentley’s strong performance in the country is another promising sign for its future. The automaker’s CEO noted that its U.K. sales could surpass 2024’s numbers, and added how its advantageous U.S. tariff rate helps the company remain competitive in America. Bentley’s U.S. tariff rate was likely also a factor in the brand’s decision to keep final assembly in England. While Bentley isn’t shying away from electrification, it’s ultimately following the industry trend of letting customer demand primarily dictate manufacturing until legislation says otherwise.
