Bentley Motors has outlined plans to become a global leader in sustainable luxury mobility with further details of its Beyond100 strategy revealed today. (November 5th)
The announcement highlights Bentley’s plans to provide extraordinary mobility for the next century, evolving from the world’s largest producer of 12-cylinder petrol engines to having no internal combustion engines within a decade, reinventing itself as a leader in sustainable luxury mobility.
The commitment to go fully electirc will see and end to Bentley’s powered by petrol and diesel engines.
Speaking during the event Adrian Hallmark, Chairman and Chief Executive Officer of Bentley Motors, said:
Since 1919, Bentley has defined luxury grand touring. Being at the forefront of progress is part of our DNA – the original Bentley boys were pioneers and leaders. Now, as we look Beyond100, we will continue to lead by reinventing the company and becoming the world’s benchmark luxury car business.
Driving this change includes, and also goes beyond our products, delivering a paradigm shift throughout our business, with credibility, authenticity, and integrity. Within a decade, Bentley will transform from a 100 year old luxury car company to a new, sustainable, wholly ethical role model for luxury.
The strategic plan is an extension of two decades of forward thinking, innovation and achievement. Acutely aware of the responsibility to consider its environmental, social and economic impact, Bentley has transformed its 80-year-old headquarters into the UK’s single carbon neutral luxury car factory. In parallel, the luxury marque has grown to operate in more markets than ever before, 68, while creating a long-term, consistent, sustainable business model, a truly solid basis to build for a second century.
End-to-End Carbon Neutral
Bentley’s aim to become an end-to-end carbon neutral luxury car brand by 2030 will be underpinned by a structured, business-wide sustainability programme. This includes the development of electrified models throughout the range, and further improvements on its operational environmental impact, that of its tier one supply chain and collaborating with its retailer network.
Bentley’s approach to redefining its business model will be built around its accelerated journey towards electrification. Having already committed that every model line will be offered with the option of a hybrid variant by 2023, with Bentley’s first pure electric model to be launched in 2025, Bentley is today announcing a move towards zero emission mobility.
Following the introduction of the first Bentley fully electric model in 2025 – Bentley’s first cradle to grave fully carbon neutral car – Bentley will exclusively offer plug-in hybrid and electric models only within its range in 2026. By 2030, this will change to battery electric vehicles only.
Achieving sustainable value creation is in large part down to the growth and collaboration of Bentley’s extraordinary people. Designing and building Bentleys of the future will require a greater diversity of talent, achieved by retraining in some areas and by developing and attracting a wide-range of talent including digital innovators and creative thinkers.
Bentley will continue to work with local schools and colleges to develop local talent in South Cheshire, building even closer links with the Crewe Engineering & Design UTC, which Bentley is a founding partner of. This includes becoming the employer of choice in the automotive sector with a clear brand, vision, mission, values and purpose. Bentley is focused on attracting diverse candidates and is targeting a management population of 30 per cent by 2025 that is truly diverse, increasing today’s figure of less than 20 per cent.
The company is committed to handcrafting cars in Crewe for the next 100 years, whilst also preparing for a digital future, and has confirmed it will be investing in two new Research and Development buildings, a vehicle test centre and a dedicated launch quality centre. This expansion and greater focus on digitalisation reinforces Bentley as a values-led organisation, matching customer values of sustainability, innovation and collaboration, which is more important than ever in a digital world.
Redefining For The Next Century
As well as accelerating the product journey towards electrification, Beyond100 opens a new era for Bentley’s bespoke division, Mulliner, which now has a three-portfolio structure comprising Mulliner Classic, Mulliner Collections and Mulliner Coachbuilt. The recently revealed Bacalar signifies the start of this new age as the first member of the Mulliner Coachbuilt family and incorporates elements of the sustainable materials showcased in EXP 100 GT.
For 100 years, Bentley has defined grand touring. To maintain the brand’s reputation for delivering extraordinary customer journeys, means appealing to existing and new luxury customers who seek socially acceptable brands, driven to be pioneers and role models of sustainability, with Beyond100 placing Bentley Motors firmly at the vanguard.