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 āreinventing every aspect of its business to become an end-to-end carbon neutral organization as it embarks on its second centuryā.
An undeniably bold, challenging decision that will allow the famous British manufacturer to evolve āfrom the worldās largest producer of 12-cylinder petrol engines to having no internal combustion engines within a decadeā.
Bentleyās new strategic plan is called Beyond100, and introduces radical changes in the companyās core business driven by a ātransformation program across Bentleyās entire operations and productsā.
Chairman and Chief Executive Officer, Adrian Hallmark, confirms the companyās determination to revolutionize every aspect of the brand: āSince 1919, Bentley has defined luxury grand touring. Being at the forefront of progress is part of our DNA ā 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 worldās benchmark luxury car businessā.
Further on, the release details Bentleyās Beyond100 strategy: āBentley 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 ourĀ first pure electric model to be launched in 2025ā.
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.