Bentley Brand Platform

The Bentley Brand and luxury audiences were changing. Bentley, transforming from internal combustion to electrification; from pure luxury automotive to lighthouse for luxury lifestyle. Audiences were transforming; we had to protect our traditional buyers but grow relevance for new audiences with new mindsets, who valued experiences over ownership and who cherish conscientiousness of values above conspicuousness of status.​

We created Gen B as a new platform. It articulated a shared belief by Bentley and our audiences in the power of transformation; to positively embrace and create the new whilst respecting the values that define us. ​

Through the rejection of compromise, a harmony of polarities is born; where exhilaration meets wellbeing, where status can be understated, where luxury meets performance.​

This is Generation Bentley.