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Highlights:
- Delayed Electric Rollout: Bentley has postponed its plan for an all-electric vehicle line-up until 2035, citing limited demand from current customers.
- Continued Hybrid Focus: The luxury carmaker will continue selling petrol-electric hybrids until at least 2035, with a new model set to launch every year from 2025.
- First Electric Model in 2026: Bentley’s inaugural electric vehicle, an urban SUV, will be introduced in 2026, targeting a new, more modern customer base.
Bentley Motors, the British luxury car manufacturer, has decided to delay its transition to an all-electric vehicle line-up by an additional five years, now targeting 2035 as the new date for full electrification. The decision comes as the company grapples with a tepid response from its existing, affluent clientele towards fully electric models.
Chief executive Frank-Steffen Walliser noted that current Bentley customers are not yet showing significant interest in electric vehicles (EVs). “If it’s today’s Bentley customers, we have to be honest – there’s not a lot of demand,” Walliser stated candidly. However, he added that the company sees potential in attracting new customers who desire cutting-edge, sustainable luxury cars.
“But we see there are new customers that definitely want to have a very modern car,” Walliser explained. “And this is our target group. We are sure we can also convince a lot of the existing customers, once we have had them in the car.”
Hybrid Models to Dominate Until 2035
To bridge the gap, Bentley confirmed it will continue to offer petrol-electric hybrid models until at least 2035. The company plans to introduce a new model every year from its factory in Crewe, starting in 2025 and extending through to 2036.
Bentley’s first fully electric model, slated for release in 2026, will be an urban SUV, aimed at appealing to a younger, tech-savvy demographic. This strategic pivot aligns with the broader industry shift, but also highlights the challenges luxury car brands face in balancing traditional expectations with the push towards sustainability.
Parent Company VW Also Revises Electric Ambitions
Bentley’s decision mirrors the sentiment of its German parent company, Volkswagen (VW), which has scaled back its own electric vehicle ambitions. VW has faced lower-than-expected demand for its EVs, coupled with increased competition from a surge of low-cost imports from China.
Sales Decline Amid Market Challenges
In the first half of 2024, Bentley reported a 23% drop in sales compared to the previous year, reflecting broader market pressures and a slower uptake of its high-priced models. The company’s Bentayga luxury SUV, which remains a strong performer, accounted for over 40% of its total sales during this period.
The luxury carmaker’s pricing strategy continues to reflect its bespoke, high-end positioning, with models ranging from £170,000 for entry-level versions to £1.7 million for fully customised, limited-edition vehicles.
Looking Ahead: Balancing Tradition and Innovation
As Bentley navigates this transitional period, Walliser remains optimistic about the company’s ability to adapt and attract new customers. “We are focused on delivering a high level of customisation and performance while embracing modern technology,” he said.
The delay in the full electrification timeline underscores the challenges Bentley faces in shifting its traditional customer base towards electric models, while also appealing to a new generation of eco-conscious buyers. With its first electric model on the horizon and a continued emphasis on hybrids, Bentley is aiming to strike a balance between heritage and innovation in the evolving luxury car market.
