Bentley has basically become synonymous with luxury. A few days ago, automotive company Bentley Motors published an official release announcing its ambitious new goal: to become a global leader in luxury e-mobility, which it intends to reach by “reinventing every aspect of its business to become an end-to-end carbon neutral organization as it embarks on its second century”.
An undeniably bold, challenging decision that will allow the famous British manufacturer to evolve “from the world’s largest producer of 12-cylinder petrol engines to having no internal combustion engines within a decade”.
Bentley’s new strategic plan is called Beyond100, and introduces radical changes in the company’s core business driven by a “transformation program across Bentley’s entire operations and products”.
Chairman and Chief Executive Officer, Adrian Hallmark, confirms the company’s determination to revolutionize every aspect of the brand: “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”.
Further on, the release details Bentley’s Beyond100 strategy: “Bentley will transform from a 100-year-old luxury car company to a new, sustainable, wholly ethical role model for luxury. We have already committed that every model line will be offered with the option of a hybrid variant by 2023, with our first pure electric model to be launched in 2025”.
In its centenary year, Bentley previewed the all-electric EXP 100 GT concept car, also featuring various sustainable materials like traditionally produced wool carpets and a leather-like textile upholstery made from a by-product of wine-making.