Bentley CEO Adrian Hallmark expressed a willingness to enter the electric vehicle market to attract a new luxury customer base. However, he emphasized that the company will only pursue this path once the necessary advancements in battery technology have been achieved and standardized, as reported by Automotive News Europe.
Hallmark noted that the current battery cell power density is not sophisticated enough to adequately support Bentley’s ultra-luxury cars. He, who recently transitioned from Jaguar Land Rover to lead Bentley, indicated that the critical development for the battery technology needed for a fully electric Bentley is anticipated to occur between 2023 and 2025.
“The challenge lies in our segment, considering the size and aerodynamics of our vehicles. The limitations in current battery power density restrict the size of cars that can offer a credible driving range,” Hallmark stated, adding that there are no industrialized solutions in the supply chain before that timeframe.
Essentially, Hallmark has contemplated the idea of a fully electric lineup but dismissed it if it could compromise the quality and experience that Bentley customers expect. While the accuracy of this timeline is debatable, his firm stance highlights the key factors he has prioritized in making this decision.
Despite these challenges, Hallmark believes there is a demand for a Bentley electric vehicle among its clientele. He mentioned that about 40 percent of Bentley customers have either considered or would consider an electric vehicle, indicating that an electric Bentley could attract a significant number of wealthy individuals who do not currently purchase ultraluxury cars.
“An electric vehicle may even be more attractive to them than to our existing customers,” he remarked.
At last year’s Geneva Auto Show, Bentley showcased the electric EXP 12 Speed 6e sports car concept, but Hallmark feels launching the brand’s first EV as a sports car would be a miscalculation, given Bentley’s current position in the market.
“We’ve discussed sports cars before, but I don’t believe they are necessary for us. The Volkswagen Group already has enough sports car options,” he stated.
Though details about the upcoming electric vehicle are limited, Hallmark shared that Bentley’s inaugural EV would “redefine grand touring” and be characterized by an impressive cruising range.
“When we introduce an electric car, it will prioritize being a Bentley first and an electric vehicle second,” he clarified.
Regarding the timeline for this electric project, Bentley may use the Premium Platform Electric (PPE) framework currently under development by Porsche and Audi, both of which are also part of the VW Group. The PPE is expected to be completed by 2021. However, based on Hallmark’s timeline, Bentley’s first electric car is not imminent. Nonetheless, it’s clear that the company is planning its entry into the EV space, and we should expect to see developments in the coming years. Stay tuned..
