Summary
- Bentley is moving away from electric vehicles due to rejection from luxury consumers
- Plans to have entire lineup as plug-in hybrids by 2026 and all-electric by 2030 have changed
- Bentley’s first EV now set to debut in 2026 with market arrival in 2027
- CEO Frank-Steffen Walliser sees plug-in hybrids as a practical option for Bentley’s lineup
- Bentley’s competitor Rolls-Royce is committed to going all-electric by 2030, with a first EV already launched
Article
Bentley, the ultra-luxury brand under the Volkswagen Group, is taking a different approach to electric vehicles compared to its competitors. CEO Frank-Steffen Walliser has stated that wealthy consumers in the luxury market are rejecting electric cars, preferring combustion engines. In 2020, Bentley announced plans to make its entire lineup plug-in hybrids by 2026 and all-electric by 2030, with the first EV scheduled to debut in 2025. However, the automaker has since changed course, with plans to introduce their first EV in 2026 and on the market by 2027.
The shift in plans for Bentley includes transitioning their lineup to plug-in hybrid V-8s, replacing the W-12 engine which will not be revived. Walliser believes that Bentley, being a smaller automaker, cannot afford to offer both ICE and EV versions of the same car simultaneously like larger companies such as Mercedes and BMW. He sees plug-in hybrids as more than just a temporary solution, appreciating their usefulness as a bridging technology. While Bentley may still produce some non-hybrid gasoline cars, these may be limited-production models only.
Despite Bentley’s hesitance towards full electrification, rival Rolls-Royce is fully committed to EVs. Rolls-Royce has already launched its first EV, known as the Spectre, with plans to introduce an electric SUV and sedan in 2027 and 2028 respectively. The luxury automaker has committed to going all-electric by 2030 and is sticking to that plan. While Rolls-Royce is moving forward with EVs, Bentley’s focus on plug-in hybrids and e-fuels sets them apart in the luxury automotive market.
Walliser’s background at Bentley’s sister company Porsche has likely influenced his perspective on the future of the luxury automaker. He has expressed optimism towards e-fuels as a viable alternative to EVs, suggesting that Bentley may explore this option further. However, he has not completely ruled out the possibility of Bentley offering only plug-in hybrids in the future. The decision to continue producing non-hybrid gasoline cars may depend on market demand and the success of their plug-in hybrid models.
While Bentley’s approach to electric vehicles may seem conservative compared to some of its competitors, the luxury automaker is making strategic decisions based on market trends and internal capabilities. The shift towards plug-in hybrids and potential exploration of e-fuels reflect Bentley’s commitment to sustainability while catering to the preferences of their high-end clientele. As a smaller automaker in a competitive market, Bentley’s unique positioning and focus on quality and luxury set them apart in the ever-evolving landscape of electric vehicles and alternative fuels.
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