In the ultra-luxury automotive segment, timing is everything. For Bentley, the storied British marque now helmed by Frank-Steffen Walliser, the next few years represent a crucial period of transformation as the company navigates the industry’s electric evolution while maintaining its position at the pinnacle of automotive luxury.
“It’s the most complex transformation of an industry maybe what we have seen,” said Walliser, who took the reins as CEO in July 2024. “It’s way more driven by regulation than by customer demand.”
The Middle East remains a vital market for Bentley, accounting for 7-10 per cent of global retail sales. But more than pure numbers, it’s the quality of sales that catches Walliser’s attention. The region shows distinct characteristics in customer preferences, with clear differences even between neighbouring emirates.
“A car for Dubai looks different than a car for Abu Dhabi,” Walliser notes. “The Abu Dhabi car is more classic. And here [in Dubai], it’s more extraordinary, special, bold colours, different choices. It expresses more openness to new ideas.”
Under Bentley’s “Beyond 100 Plus” strategy announced in November, the company will introduce its first fully electric vehicle – a luxury urban SUV that will expand rather than replace existing models. The company will also extend its plug-in hybrid offerings, part of a carefully balanced approach to electrification.
Bentley’s electrification strategy
Walliser’s measured stance on electrification reflects both market realities and Bentley’s position in the luxury segment. “Our customers are very well-educated. They know what they want,” he explained. “It’s not so much ‘Can I afford it?’ It’s way more ‘Am I attracted? Am I willing to buy something?’”
“[Our customers] are very well aware of the CO2 impact on their life, but they also telling me, ‘Look, if I want to reduce my CO2 impact, it’s not the car, it’s my plane.’ What can I say to that?”
The timing of Bentley’s electric debut appears strategic rather than reactive. “I’m honestly very happy on the timing,” Walliser said. “We will see more acceptance over the next two years. Other cars will be maybe ice breakers… We are the main act, so we don’t have to play from the beginning of the session.”
This patience allows Bentley to benefit from technological advancement while maintaining its exacting standards. However, Walliser is acutely aware of the competitive landscape, particularly the rise of Chinese manufacturers in the electric vehicle space.
“We have to learn the lessons,” he cautioned, drawing parallels with the historical emergence of Lexus in the American market. “I would never say ‘no worries, they cannot do it.’ The Chinese are really quick. They have good feeling also for quality.”
Expanding luxury beyond automobiles
Beyond automobiles, Bentley continues to expand its brand presence in the luxury lifestyle sectors. Following the success of its Miami residential project, Walliser hints at potential expansion in branded real estate, particularly relevant in Dubai’s luxury property market.
“We have a very, very close and deep look in that,” he revealed, while emphasising the importance of choosing the right partners. The company’s recent furniture store opening in Dubai further demonstrates its commitment to brand expansion beyond automotive.
Looking ahead, Walliser’s vision for Bentley balances innovation with independence. “We are part of the Volkswagen Group, but we want to stay as independent as possible,” he explained.
“As long as we are earning good money and have a positive cash flow, we are independent in the Volkswagen Group.”
Follow us on
