Bentley's 21st-Century Gamble Can Luxury Survive the Tech Tsunami?

Beyond Technology? How Bentley is Reacting to the 21st Century

Monterey, California – The automotive world is in constant flux. While much attention is focused on how Chinese car companies are impacting the mass market, a crucial question arises: How are luxury brands like Bentley adapting to this rapidly changing landscape?

During Monterey Car Week, I had the opportunity to speak with Bentley Chairman and CEO, Dr. Frank-Steffen Walliser, about this very topic. The atmosphere, surrounded by automotive history and breathtaking design, provided a stark contrast to the distant yet palpable competition emanating from the East.

When asked about the competitiveness of Chinese manufacturers, Dr. Walliser responded:

"I don't want to be arrogant, but having what is considered a car in the luxury segment needs more than just technology. It's honestly only Germany, Italy, and the UK. You need heritage, you need the craftsmanship behind it, you need the storytelling and everything with it. That builds up an actual brand."

This raises a fundamental question: In an era of rapid technological advancement, is heritage alone enough to sustain brands like Bentley, Rolls-Royce, and Maybach?

The Chinese automotive industry's swift progress in technology and manufacturing is undeniably testing this theory. They are aggressively selling electric vehicles both within China and in European markets.

Sam Abuelsamid, Vice President of Market Research at Telemetry, offers further insight: "Chinese consumers at all price points are increasingly turning away from foreign brands to domestic alternatives that they view as just as good. The only exceptions are those that are focused on exclusivity, which they may only be able to get from the Europeans. The thing that sets Bentley or Rolls-Royce apart the most is the hand-built and often bespoke nature of the vehicles."

But how does Bentley compete with the rising tide of technologically advanced and increasingly appealing Chinese vehicles?

It boils down to more than just a badge. Bentley emphasizes the following key differentiating factors:

• Heritage: A rich history and legacy that spans decades.
• Craftsmanship: Hand-built quality and attention to detail that is unmatched.
• Bespoke Nature: The ability to create truly unique, customized vehicles tailored to individual client needs.

However, as consumer preferences evolve, even European exclusivity might not guarantee continued dominance. Abuelsamid cautions, "Most customers aren't going for a bespoke version of these cars, and when comparing some of the Chinese brand offerings on an objective basis, it's increasingly difficult to make the case for European brands, even among the more volume brands like Porsche."

The challenge for Bentley, and other luxury automakers, is to balance their rich heritage and commitment to craftsmanship with the need to embrace and integrate cutting-edge technology. The future of luxury cars will likely depend on brands that can successfully blend the best of both worlds – a compelling story backed by innovative engineering.

Bentley's response to the 21st century isn't just about adopting new technologies; it's about preserving the essence of what makes a Bentley a Bentley while adapting to a rapidly changing global market. The road ahead will be interesting to watch.

Tags: Bentley, Monterey Car Week, Luxury cars, Chinese cars, Electric vehicles, Auto industry, Car market, Tesla, Frank-Steffen Walliser, Car technology, Automotive trends, Global market, EV market.

Source: https://arstechnica.com/features/2025/09/beyond-technology-how-bentley-is-reacting-to-the-21st-century/