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Bentley, the renowned British luxury carmaker, is embarking on a transformative journey into electric mobility, marked by a revised brand logo, a fully electric concept car, and a state-of-the-art design studio in Crewe, England. This bold evolution, described by CEO Frank-Steffen Walliser as “the biggest design revolution in Bentley’s history,” signals the brand’s commitment to blending its iconic heritage with cutting-edge technology and sustainability.
Key Highlights
- Revised Logo: Bentley’s winged “B” logo features a modern, dynamic design inspired by a peregrine falcon’s flight.
- Electric Concept Car: The EXP 15 showcases a luxurious, three-seater grand tourer with classic Bentley proportions and innovative technology.
- New Design Studio: A spacious, advanced facility in Crewe fosters collaboration among 50 designers to shape Bentley’s future.
- Sustainability Focus: Investments in the Crewe “Dream Factory” prioritize eco-friendly development, including a modern paint shop and electric vehicle assembly line.
A Modernized Brand Identity
Bentley’s new logo reimagines the iconic winged “B” with a sleek, angular design. The wings, now more dynamic, draw inspiration from the swift peregrine falcon, while the “B” is crafted as a three-dimensional gemstone with a multifaceted cut and a fine metal frame. By removing the delicate lower feathers, the design team ensured a contemporary look while preserving the logo’s timeless essence. This versatile emblem functions both with its wings and as a standalone trademark, reflecting Bentley’s forward-thinking vision.
The EXP 15: A Vision of Electric Luxury
The EXP 15 concept car embodies Bentley’s ambition to redefine luxury grand tourers in the electric era. Spanning over five meters, it blends classic Bentley aesthetics—such as a long hood, a rear-set driver’s area, and an upright radiator grille—with modern innovation. Its three-seater layout features a driver’s seat, a rear bench, and an adjustable, swiveling front passenger seat. Unique dual-door design includes two opposing doors on the right and a single door on the left, enhancing accessibility.
The car introduces the “Magical Fusion” operating concept, allowing the dashboard to seamlessly switch between a digital interface and a traditional wooden surface at the touch of a button. This fusion of heritage and technology underscores Bentley’s commitment to delivering a luxurious yet futuristic driving experience.
Crewe’s New Design Studio
At the heart of Bentley’s transformation is its new design studio in Crewe, a spacious facility housing approximately 50 designers. Offering double the space of its predecessor, the studio fosters collaboration and innovation. As part of Bentley’s Dream Factory initiative, the site includes a cutting-edge paint shop and an assembly line dedicated to battery-electric vehicles. Emphasizing sustainability, Bentley is restoring existing buildings rather than constructing new ones, aligning with its eco-conscious goals.
A New Chapter for Bentley
Under CEO Frank-Steffen Walliser’s leadership, Bentley is embracing a future where luxury meets sustainability. The combination of a reimagined brand identity, an innovative electric concept car, and a forward-thinking design studio positions Bentley as a leader in the luxury electric vehicle market. This strategic shift not only honors the brand’s storied legacy but also paves the way for a new era of sophisticated, eco-friendly mobility.
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