Younger drivers adding vigor to Bentley brand

Bentley luxury personalization China


According to a senior company executive, Bentley is going “contemporary and current” in China because the country’s customers are the youngest and have a growing demand for personalization.


According to Kim Airey, managing director of Bentley Motors Chinese Mainland, Hong Kong, and Macao, some popular colors, such as black and white, are gradually losing favor, and people are now choosing colors from a wider palette.


Examples abound at its booth at the recently concluded Guangzhou auto show. The Bentayga Extended Wheelbase Mulliner has Havana paint and an interior color scheme of Newmarket Tan and Burnt Oak, while the Continental GT has Light Windsor Blue paint and Linen and Brunel interior colors.


Bentley is also improving and refining its vehicles’ digital capabilities, such as increased connectivity functionality, remote parking via the app, and the driver assistance system. The brand is also presenting itself in a new way, from the locations it chooses for events to its corporate identity, all of which keep it fresh and current.


When asked if local luxury vehicle brands will emerge in China, Airey said it takes time to gain credibility and acclaim from a large group of people around the world. He went on to say that luxury is distinct from a high price tag — some Chinese brands sell models for more than a million yuan — and from the content of technology, as represented by new energy vehicle startups.

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