Bentley CEO Frank-Steffen Walliser on Future Strategy and Electric Cars

Bentley’s CEO Frank-Steffen Walliser Shares Vision on the Future of the Brand

Since July 1, 2024, Frank-Steffen Walliser has taken the reins as CEO of Bentley, the prestigious British luxury brand owned by Volkswagen. In an exclusive interview, Walliser shares insights into Bentley’s future direction, their plans for the Chinese market, and the much-anticipated electric model set to launch in 2026. As Bentley navigates the challenges of the luxury car industry, Walliser emphasizes the brand’s commitment to craftsmanship, exclusivity, and driving experience, all while transitioning towards an electric future.

Tackling Market Challenges

Despite a 17% drop in revenue and a 33% decline in operating profit in the first half of 2024, Walliser remains optimistic. “The results are not as bad as they seem,” he explains. “While market headwinds exist, Bentley will not resort to short-term tactics like aggressive sales incentives. We prioritize long-term sustainability over chasing temporary trends.”

Bentley aims to avoid reliance on any single market, including China, which is currently its second-largest market after the United States. Walliser stresses that Bentley will not build cars solely for Chinese preferences but will maintain its status as a global luxury brand. “We’re not chasing short-term trends. Our focus in China is on consolidation, reducing dependency, and maintaining current sales volumes.”

The Path to Electrification: Bentley’s 2026 Electric Car

One of the most anticipated milestones for Bentley is its plan to launch an all-electric vehicle in 2026. Originally set to use the SSP (Scalable Systems Platform) architecture, Bentley is now shifting to the PPE (Premium Platform Electric), a platform shared with other high-end Volkswagen Group brands. This move allows Bentley to remain on track for its electrification goals.

Walliser explains that the electric Bentley will not replace an existing model but will cater to a new customer base. “We’re building a car that our customers will love, a vehicle that is both fun to drive and embodies Bentley’s luxurious heritage,” he says. The electric model will also feature a unique sound profile, which Walliser describes as essential to the Bentley driving experience. “Whether the sound is artificial or inspired by the car’s character, it must provide an experience.”

Bentley’s Unwavering Commitment to Craftsmanship

Walliser is clear that Bentley will continue to produce cars in its iconic Crewe factory, emphasizing that the brand’s DNA is deeply rooted in craftsmanship and exclusivity. “Even if we doubled our sales, it wouldn’t affect our exclusivity,” Walliser asserts. Bentley’s focus on handcraftsmanship, especially in its interiors, is a key differentiator. “No one does it better,” he says, noting the work of over 700 artisans involved in creating Bentley’s luxurious interiors.

Balancing Comfort and Sportiness

As electric vehicles become more technically similar, Walliser highlights the importance of maintaining Bentley’s identity as a “driver’s car.” The brand is not just about performance, but about creating effortless driving experiences. “Effortless driving means precision and control, without being tiring or demanding constant adjustments,” he explains. While some might draw parallels to Porsche, Walliser insists that Bentley’s sportiness is part of its unique character, and that the two brands cater to different segments of the market.

A Look Ahead

Walliser envisions Bentley becoming more distinctive in the luxury market, leveraging its craftsmanship and exclusive brand image. With electrification on the horizon and new models being developed, Bentley will continue to evolve while staying true to its core values.

In a world where automotive electrification is accelerating, Bentley is taking a measured, thoughtful approach, ensuring its vehicles meet the highest standards of luxury, performance, and craftsmanship. The road ahead is long, but Bentley is steering confidently towards a future where electric vehicles retain the spirit and essence of the brand.